Issue 145 - 03 | How to Start Up Your Brand: Develop a Minimum Viable BrandBy Denise Lee Yohn
Published Sept. 14, 2016 11:00 a.m.
To avoid this fate, you need to develop a Minimum Viable Brand (MVB). With a MVB, you expend the least amount of time, effort, and money necessary to develop enough of a launch brand concept to center your organization, convey your value, and to collect learning. 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.”
About Denise Lee Yohn | Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand speaker and consultant, and an influential writer. Denise is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies.www.deniseleeyohn.com
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