New brand-as-business brief from Denise Lee Yohn.


If you want to build a great brand, this brief contains two helpful guides:

  1. A Brand-Builder’s Guide to the Universe: 17 Ways to Build a Great Brand Todaymy ChangeThis manifesto PLUS a bonus 18th insight and action recommendations exclusively for you, my subscribers
  2. A Brand-Builders Guide to SXSW – my recommendations for the top 10 sessions not to miss at the upcoming moshpit of marketing, culture, networking, and beer (even if you’re not going, you can tap into the learnings at @sxsw and #sxswinteractive)
And of course, if you haven’t checked out my book, What Great Brands Do, it’s the ultimate guide to building a great brand!
Hope you find these helpful.

A Brand-Builder’s Guide to the Universe: 17 Ways to Build a Great Brand Today 

It’s a brand new world out there, isn’t it?!  Building a great brand – and sustaining greatness – has become more difficult than ever before.  And yet some brands continue to grow in size, profit margin, and customer fan base. How do they do it? 

My new ChangeThis manifesto highlights 17 developments that are influencing brand-building today and what great brands are doing about them.  Download the manifesto here and read on for the 18th way to build a great brand today.

#18 – Embrace Eroding Competitive Advantage

Competitive advantage is becoming more difficult to sustain.  In most categories today, the barriers to entry have become so low and the availability of resources so widespread that competition arises quickly and from almost anywhere.  Great brands have learned to defend against potential competitive threats by looking beyond their categories to identify emerging companies and cultural movements that could exploit their vulnerabilities (why Twitter purchased Vine, for example). And they’ve begun to play offense in their rapidly changing competitive landscapes by seeking out opportunities to expand their own footprints in non-traditional ways (why Netflix and Amazon Prime have produced original content).  You can't evade the erosion of competitive advantage, so embrace it.

Read the first 17 points of the Brand-Builder’s Guide to the Universe. 

A Brand-Builders Guide to SXSW

If you’re going to SXSW and you’re looking for brand-building insights and inspiration, check out the top 10 sessions I recommend you don’t miss.

What Great Brands Do -- Update

The launch of my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass), has been a terrific success so far!  Over the past month, I’ve done 9 speaking engagements and over a dozen interviews (including one on TV), written several articles and posts, and been covered by a range of media and bloggers.  All this has produced tons of great resources and content for you – check these out:

Bylined articles, columns, and guest blog posts:

Interviews:  Media and blog coverage: I am so grateful for all the support and coverage – thanks to all of you who have contributed to this success!


About Denise

denise lee yohn has been inspiring and teaching companies how to operationalize their brands to grow their businesses for over 20 years. World-class brands including Sony, Frito-Lay, Burger King, and Nautica have called on Denise, an established speaker, author, and consulting partner.
For more information, visit
denise lee yohn, inc.
917-446-9325 | @deniseleeyohn |