What Great Brands Do
Tuesday, March 25th
You know what a strong brand looks like. You recognize it every time you pay a premium for a certain type of frozen yogurt. Or whenever a friend insists on flying with a favorite airline. Or as you sidestep a line of people camping out to catch the newest smartphone release. Companies that are rock stars at brand-building – from Starbucks and IBM to Lululemon and Shake Shack – not only fuel the most passionate responses from customers but they also enjoy fast rates of growth, distinct and attractive corporate cultures, and higher profit margins than their competitors.
So why do companies keep missing out on these benefits and wasting advertising dollars by failing to reach their brands’ full potential? Too many business leaders view brand-building as subjective, discrete, and experimental.
That’s where Denise comes in to turn this mindset on its head. Twenty-five years of experience with world-class brands like Sony, Frito-Lay, Nautica, and Burger King have made Denise a sought-after expert and an electrifying speaker. Now, as author of What Great Brands Do (Jossey-Bass), Denise demystifies the brand-building process and empowers managers to revitalize and strengthen their brands.
Learn to think differently about your brand and business — and be inspired to go from good to great by applying fresh strategies.
About the speaker: Denise Lee Yohn 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/general manager of brand and strategy and garnered prestigious corporate awards. Today, Denise inspires and teaches companies how to build great brands. Clients including Frito-Lay, Oakley, Dunkin’ Donuts, and Road Runner Sports call on Denise to put “science into the art of brand building” and value her “unique combination of smart analysis, category expertise, and an energizing work style.” With her expertise and personal approach, Denise delivers inspirational workshops, presentations, and keynote addresses to business leaders in all industries. Her talks are praised for being “brilliant and entertaining” and “inspiring and informative – worth every penny!” The New York Times, Wall Street Journal, Businessweek, and USA Today have featured perspectives from Denise!