About Denise Lee Yohn | Denise Lee Yohn is the go-to expert on brand-building for national media outlets, an in-demand speaker and consultant, and an influential writer. She 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 e-book Extraordinary Experiences: What Great Retail and Restaurant Brands Do.

www.deniseleeyohn.com

Manifestos by this author
A Brand-Builder’s Guide to the Universe: 17 Ways to Build a Great Brand Today
Feb. 19, 2014 - By: Denise Lee Yohn
“Companies with great brands conceive of their brands as complete strategic platforms. They identify the key values and attributes that define their brands and then use them to fuel, align, and guide everything they do.”
It's the Experience, Stupid!
Nov. 11, 2015 - By: Denise Lee Yohn
“Experience is the frontier on which companies compete and win today. Businesses are designing and differentiating their offerings to appeal to the buyers of experiences—or, at least, they should be. That’s because, when it comes to value creation, the more things change, the more they stay the same.”
How to Start Up Your Brand: Develop a Minimum Viable Brand
Sept. 14, 2016 - By: Denise Lee Yohn
“Many startups get derailed because they don't get their brand right. To avoid this fate, you need to develop a Minimum Viable Brand (MVB). As an alternative to a complete strategic brand platform or simply a shell of a brand, a MVB provides you the perfect balance of structure and flexibility.”
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