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Denise Lee Yohn - Brand as Business™ Brief

09.06.11 vol 038

Hello Friends and Colleagues!

Jack Trout wrote the seminal book “Differentiate or Die: Survival in Our Era of Killer Competition” ten years ago this month. 

But his point couldn’t be more relevant today:  “In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else.

This brief is chockfull of resources to advance your thinking and practice in differentiation:

- “Decrease Your Deal-Dependence with Differentiation” -- a piece Franchise Media Update Group asked me to write.  In it, I outline three highly effective ways to differentiate.

- “Lessons from Lady Gaga” -- my latest blogpost, featuring brand-building tips from one of the most influential personal brands of today.  It should be no surprise, “be different” is a key lesson.

- And when you’re ready for some hands-on training on differentiation, check out “Differentiate Your Way to Success” – one of my webinar/seminars that teaches you how to develop and use a brand positioning to strengthen your competitive advantage.

Here are a few ways to reach me with feedback and questions: email  |  twitter  |  facebook  


Decrease Your Deal-Dependence with Differentiation

Many restaurants and retailers have turned to steep discounts and sensational promotions like gas card giveaways and free financing. While these deals may seem necessary to spike traffic counts, they come with serious consequences.

They train consumers to expect sales and promotions, so many businesses have difficulty moving away from them. This deal dependency - on the part of consumers and businesses alike - erodes profit margins and tarnishes brand images. Restaurants and retailers must look elsewhere for ways to grow their businesses more sustainably.
Differentiation is really the best way for all businesses to address consumers' new value mindset. And the three most highly effective ways to differentiate are to 1) be first, 2) own an attribute, and 3) specialize.

read on

Lessons from Lady Gaga

You have to be unique, and different, and shine in your own way," explains Lady Gaga.


If there’s one thing Lady Gaga is, it’s different.  She stands out from the sea of female pop artist sameness by looking, acting, performing, writing, and being different. 

read why and how to differentiate, and learn other brand-building lessons from the Queen of the Little Monsters


Service Spotlight:  Differentiate Your Way to Success 

I’ve heard from so many business leaders who struggle to clarify and leverage their differentiation that I’m now making one of my speaking topics available as a webinar or in-person seminar. 

Differentiate Your Way to Success” is a practical and instructive session that teaches you how to develop and use your brand positioning to strengthen your competitive advantage.

View a preview and contact me to schedule a session for your organization.

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

  In This Issue
What is Denise Doing?
  • -  gearing up for speaking engagements at the ANT+ Symposium, the gathering of companies using the ANT+ wireless sport, wellness management and home health monitoring technology (topic:  Consumer Brand-Building – What Works), and Club Industry, the conference and expo for fitness business professionals (topic:  Your Customer Experience Is Your Marketing)
  • -  helping restaurateurs understand that “Health Is in the Eye of the Beholder
  • -  getting into the heavy lifting with the speakers and curators who are going to make TEDx San Diego a phenomenal experience
  • ..
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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