Keynotes by Denise Lee Yohn
Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony and Frito-Lay, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands.
Denise is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass) and the new book Extraordinary Experiences: What Great Retail and Restaurant Brands Do.
7 Keys to Building a Great Brand
From Starbucks to GE to Red Bull, great brands are admired for their bold moves and innovative approaches. But what really separates merely good brands from those that triumph over time and achieve sustained business success? Denise demystifies the brand-building process and unlocks the seven keys to building a great brand, including “great brands avoid selling products” and “great brands never have to ‘give back.’” She shows you how to develop a standout brand that fosters customer loyalty and increases profit margins.
You know how great brands dominate their fields. You experience it every time you pay a premium for a certain type of jeans, or see a line of people camping out to catch the newest smart-phone release. Denise shows you how to achieve rock star brand status. Drawing from case studies, analyses, and interviews with brand leaders from the world’s leading brands, she shows you what great brands do and how to achieve the kind of brand leadership that everyone — from customers to employees to investors — wants a piece of.
Attention Shoppers! Your Customer Experience Is Your Marketing
Great brands sweat the small stuff in their customer experiences because they know today’s savvy consumers won’t do business with a company that doesn’t live up to its bold promises and dazzling advertising. Denise shows how to close the gap between the vision and promise of your brand and the operational reality experienced by customers. You’ll learn how your customer experience can be your most powerful marketing.
Brand-Building Isn’t Just for the Big Guys
You don’t have to be big to be great. Even if you’re short on time and money, you can build a brand that stands out and makes a difference. Denise teaches you the Minimum Viable Brand (MVB) framework and how to lay the foundation for getting traction in a crowded, cluttered marketplace. Learn the 6 “What’s” that every start-up and small business must answer — and how the most successful entrepreneurs have built powerful, profitable brands.
It’s What’s Inside That Counts
Think you need creative advertising and buzz-worthy social media campaigns to promote your brand? Think again. Great brands start brand-building inside. They cultivate a vital, vibrant brand-led culture inside their organizations because they know that’s the only way to build a meaningful, valuable, sustainable brand. Denise will show you how to clarify your brand purpose, use your brand values to shape employee and customer experiences, and engage and align everyone with your brand vision. Lead your organization to brand greatness by starting inside.
Stop Greenwashing…Start Making a Difference
Today’s consumers expect companies to have an overall beneficial impact on society — and they want them to do more than write checks or make charitable donations. Denise introduces a 5-step process that will help you develop social efforts that resonate with your customers, employees, investors, communities, and beyond. Learn how to become a force for positive change while enhancing your customer appeal and long-term competitiveness.
Workshop: Build a Breakthrough Brand with a Clear Competitive Positioning
A clear, definitive competitive brand positioning is essential to brand building. It defines who you are selling to, what your business scope is, and what you do to create value for your customers. It provides strategic guidance on product development, pricing, messaging, and more. In this hands-on workshop, Denise shows you how to craft a competitive brand positioning, including:
- the most effective way to identify and define your target segment(s)
- how to determine an appropriate competitive frame of reference
- three strategies to establish meaningful and lasting differentiation
- the sources that achieve brand credibility among today’s savvy customers
We recently had Denise speak for a series of three events. She was nothing short of amazing in front of a very passionate and outspoken audience.
We wanted someone who could stretch our thinking. The attendees were blown away by her presentation.
Best speaker of the day…a fresh perspective.
You definitely made an impact…your talk provided us with a framework as to how to operationalize [our] brand to achieve our Billion Dollar vision.
San Diego, CA