10 Brand-Building Principles that Separate the Best from the Rest, with Denise Lee Yohn

we help you discover smarterways to think, grow, and live.

This presentation consists of 10 highlights from the interview with Moe Abdou,

founder & host of 33voices®.

Denise Lee YohnDenise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/gen-eral manager of brand and strategy and garnered major corporate awards.

@deniseleeyohn

1

Your brand is a business, and your business is a brand.What you say on the outside has to be what you do inside.

1

Your brand is a business, and your business is a brand.What you say on the outside has to be what you do inside.

2

Great brands use their brand values as a management tool

to align, guide and influencethe behavior of their team & company as a whole.

3

Enduring brands ignore trends.instead, they remain relevant by advancing the ideasthat most align with their brand values and customer segment.

4

Do you know the real business that you’re in?only then will you be able to make genuine emotional connections

with your best customers.

5

Great brands may think big, but they sweat the small stuff.unless you experience your brand in exactly the same way that your customer does,

you’ll be an outsider.

6

Focus less on loyaltyand more on being loyal to your best customers.

7

Keep chasing customers and they’ll run away.

start appealing to their highest aspiration and you’ll have magnetic appeal.

8

Great brands know that commitment creates focus.

Think Amazon and Jeff Bezos’ practice of asking“What’s not going to change over the next 10 years?”

9

Giving back isn’t the priority of top brands;instead its understanding that their social responsibility is to create shared value for everyone who interacts with the brand

...all the time.

10

Be willing to say ‘no’ to the less than ideal customers,

so you can say “yes” to the ones who have the greatest appreciation for what you do.

Is your brand a promise or a promise delivered?

REALLY REFLECT

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