Building Brands & Brand Culture fusion with denise lee yohn


My conversation with the inspiring Denise Lee Yohn, a brand leadership expert, an in-demand speaker and consultant, bestseller, an influential writer and a wonderful person! I ask her questions about her professional path, her bestselling book What Great Brands Do: The Seven Brand- Building Principles that Separate the Best from the Rest, and her new book "Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies". + Denise participated in my short "brand exercise" and more. Although we did experience some technical difficulties, it simply added to the really good moments we had. Hope you'll enjoy my conversation with my very first guest :)

About Denise 

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, the e-book Extraordinary Experiences: What Great Retail and Restaurant Brands Do, and the new book FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies. News media including FOX Business TV, CNBC, The Wall Street Journal, and NPR call on Denise when they want an expert point-of-view on hot business issues.

Denise enjoys challenging readers to think differently about brand-building in her regular contributions to Harvard Business Review and Forbes, and has been a sought-after writer for publications including Fast Company, Entrepreneur, Knowledge@Wharton, Seeking Alpha, QSR Magazine, among others.

Denise 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 major corporate awards. Consulting clients have included Target, Oakley, Dunkin' Donuts, and other leading companies.

Questions and topics:

  • How has your past experiences help shape your brand building approach? (1:11)
  • What motivated you to become an entrepreneur and start your independent consulting practice? (4:29)
  • What is your purpose and how did you uncover it? (9:28)
  • Can you offer a summary of your book "What Great Brands Do"? Tell us what was your motive for writing it. (16:42)
  • A short brand Exercise (26:22)
  • Can you summarize your book "Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies" and tell us why you wrote it (29:00)
  • What the 4 strategies to lay the ground to brand culture fusion? (34:18)
  • Purpose and values integration (38:28)
  • Employee brand engagement (39:16)
  • An inspiring message to all of you (42:05)

Few quotes from the book

"The traditional definition of the brand as a mere marketing asset needs to end - the sooner the better.”
"Your brand is what your company does and how you do it. Your brand is not what you say you are - it’s what you do." 
“Try to remember that your brand is a verb.”
"The time to change is now not because your company is sick, but precisely because it is healthy."

"Successful brand-culture fusion manifests itself in four areas: Purpose and values integration, employee experience - customer experience integration, internal brand alignement, and employee brand engagement."

Her Motto - biggest lesson

"Feel the fear and do it anyway"

"Confidence should not be a prerequisite for doing something, it's really the result of doing something"

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Vanessa Elle is a brand consultant, art director, and public speaker. Often referred to as a "brand whisperer" or "brand psychologist", the guiding principle behind her work is to have a positive impact on her clients' and audiences' businesses and personal lives! Whether she is accompanying brands towards reaching their fullest potential, or sharing her enthusiasm to motivate and inspire a crowd, Vanessa cares about making a difference -- that is her purpose. Polyglot and globetrotter, she holds a bachelors degree in Psychology, a masters degree in marketing, a certificate in studio photography and recently celebrated her 5th year in business.

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