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Denise Lee Yohn - Brand as Business™ Brief

03.06.12 vol 044

Hello Friends and Colleagues!

With apologies to The Police, every little thing Apple does is magic.  

The numbers are astounding:

  • Apple’s revenue = $46.33 billion -- more than the individual gross domestic product of 105 countries
  • Apple’s market capitalization = $416.38 billion -- roughly the same as two Wal-Marts or five Amazons
  • Apple stores’ average sales per square foot = $5,647 -- more than $2,000 greater than Tiffany stores ($3,085)

Apple enjoys the top position in practically every measure of business success.

So, this brand as business brief is devoted to the brand that fuels this remarkable company.  Included are:

-  Steve Jobs on Brand-building – a slideshow of what I learned about brand-building from Walter Isaacson’s biography of Steve Jobs
-  The Magic of Selling – a blogpost of mine about how magic is what made Steve Jobs such an effective pitchman
-  links to other perspectives on the Apple brand

I’m looking forward to hearing your feedback!


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Steve Jobs on Brand-building

On the eve of a special Apple event, it seems the allure of the Apple brand is as strong as ever.  “We have something you really have to see. And touch,” declares the invitation to the March 7th media event.  Quite a buzz has been building up! 

I don’t know if tomorrow’s announcement will impress or disappoint – nor do I know how long Apple will continue to rock our world.  But I remain fascinated by what I can only describe as the magical appeal of the Apple brand

To try to understand the magic, I looked for clues in Walter Isaacson’s biography, Steve Jobs, and put together this slide show of what the book teaches about brand-building.

view slide show

The Magic of Selling

According to Aaron Levie, co-founder and CEO of Box.net, some of his most important leadership lessons come from doing magic shows as a teen: “…it’s all about getting in front of people and telling a story, something that people buy into that is hopefully entertaining.  It’s all about capturing people’s imaginations and getting them excited about what’s possible.” 

That’s exactly what made Steve Jobs such an effective pitchman – magic.  

read on

Perspectives on the Apple brand

A Look Back at Apple's Classic Ads -- Steve Jobs might have changed the technology industry, but he also had a major impact on the advertising world.

Why Apple Will Do Perfectly Fine Without Steve Jobs
-- those who work inside the organization have a greater recognition of the brand-ness than can be summed up in just four or five words. 

Deconstructing Apple
-- the company’s extraordinary run of success reflects an unstinting devotion to a particular set of values. 

Brand As Seal of Approval
-- through the app store, the Apple brand is serving as editor and quality control for other brands.


Presentation Spotlight:  More Walk, Less Talk

Brands are built by what you do, not what you say. 

In this inspiring and instructive presentation “More Walk, Less Talk,” I show:
-  how to drive your brand into your culture and implement a brand-building mindset throughout your organization
-  how to translate your brand into compelling customer experiences
-  how to apply the approaches and tools that successful companies use to close the gap between brand vision and operational reality

Contact me to book me to share “More Walk, Less Talk” with your organization.

Check out other ways I help business leaders achieve their brand and business objectives.

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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