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Denise Lee Yohn - Brand as Business™ Brief

10.09.12 vol 050

Hello Friends and Colleagues!

We all want compelling, differentiated, and valuable brands.

Brand-building is as much art as it is science, and success takes years, lots of resources, and many circumstances beyond our control.  But there is a brand development process you can adopt and so I’ve assembled a free video series to outline the key steps.

My "How to Build a Breakthrough Brand" series is comprised of 10 videos – each introduces a key step in the brand development process in less than four minutes -- and the accompanying worksheet for each outlines the points to get you started.

This brief also introduces one of my OPEN Forum columns, How to Grow without Abandoning Your Brand.  It outlines how the some of the tools from the videos come together to help companies balance business expansion and brand preservation.

Please let me know what you think of these resources – are they helpful?  How have you used them?  What have been the results?  Your feedback helps me a lot!


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How to Build a Breakthrough Brand

Welcome to my new video series, “How to Build a Breakthrough Brand.”  In 10 sessions, you’ll learn the fundamentals of brand-building -- from assessing your current brand performance to developing a new brand platform to engaging your stakeholders in delivering your brand.

Each video is under four minutes and includes a downloadable worksheet to guide you through the steps to building a a brand that’s relevant, differentiated, and powerful.  Whether you’re starting a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need.

Best of all, I’m providing this series for FREE!  All I ask is, if you find the content helpful, please share it.

The first video introduces “How to Do a Brand Diagnostic.”  You will learn how to gather insights about your brand by looking through three critical lenses – Customer, Company, and Context.

view all videos

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How to Grow without Abandoning Your Brand

Balancing business expansion and brand preservation may be one of the toughest tightrope acts in business.

Growth means increasing the number of people who make decisions, which impacts the brand experience on a daily basis. This naturally leads to more inconsistencies in the delivery of that experience. Growing also involves making trade-offs: Do you accept slightly lower levels of quality in order to manage escalating costs? Do you modify your product slightly in order to meet new customers’ demands? And, at some point most companies invariably cross the line between brand extensions that make sense and ones that are “off brand.” Ultimately the pursuit of growth often leads organizations into dangerous branding territory.

So what's a brand-conscious, yet growth-oriented company to do?

read the guidelines for making sure everyone in your growing business is on the same page when it comes to your brand.

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Service Spotlight: Consumer and Customer Research

-  Are your target segments and/or your brand health changing?
-  Do you need to get at what people really want – not what they say they want?
-  Do you want to identify, size, and understand new opportunities for your brand and business?

My anthropological, qualitative, and quantitative methodologies can help you uncover rich insights about market opportunities.

Download an overview and contact me to learn how I can develop a customized research approach to deliver robust insights and implications for you.

Discover other ways I help companies achieve their brand and business objectives.

  In This Issue
What is Denise Doing?
  • -  prepping for four speaking engagements this month, including “Level 5 Relevance” at the Fast Casual Executive Summit, and “Crossing the Digital Health and Fitness Chasm” at Women in Technology International.
  • -  sparking some debate with my blogpost about Mitt Ro​mney as a challenger brand.
  • - publishing interviews with executives from hot companies – this month, I’ll talk to Groupon’s head of product -- subscribe to my feed so you don’t miss it.
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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 www.deniseleeyohn.com
Denise Lee Yohn

denise lee yohn, inc.
917-446-9325  |  @deniseleeyohn
mail@deniseleeyohn.com  |  www.deniseleeyohn.com