May 24, 2013

Denise Lee Yohn

Denise Lee Yohn

Denise Lee Yohn has been inspiring and teaching companies how to operationalize their brands to grow their businesses for more than 20 years. Denise shows business leaders how to transform brand-building from a costly, discrete, subjective activity into the most integral way of managing and growing a business.

World-class brands including Frito Lay, Jack in the Box, and Jamba Juice have called on Denise, an established speaker, author, and consulting partner.

Everything Communication
May 2013

Q: I've got a solid logo and look for my business, an ad campaign that works pretty reliably, and a good following on Facebook. What can I do to take my brand to the next level?

...

From Negative to Positive
April 2013

Q: What's the right way to handle a negative online review?

A: If you're like most restaurateurs, you're a perfectionist. So a negative review on Yelp...

How to Succeed in a New Market
March 2013

Q: You've got a popular concept with a few locations in one market, and you're looking to expand into a new market. What's the best way to do so?

A: ...

Taglines That Work
February 2013

Q: I'm launching a new concept and trying to decide on a tagline. What makes a tagline work?

A: Taglines are powerful communicators. The right tagline can...

It’s Budget Time!
January 2013

Q: It’s a new year and it’s time to set marketing budgets. What are some guidelines to follow?

A: The New Year is a great time to kick-start your...

Year of the Brand
December 2012

In this last Brand New Perspectives of 2012, I’m breaking from my usual Q&A format to recap some of the most important brand developments in fast food this past year.

Despite the sluggish economy and uncertainty that typically accompanies election years, companies in our...

Time to Jump on the Bandwagon?
November 2012

Q: Could you give me some insight on the outlook of the barbecue industry? Is the industry stable? Is this a good time to invest in barbecue?

Innovation or Core? Try Both
October 2012

Q: How do you innovate in new areas while maintaining strong execution on your core business?

A: Three hundred industry leaders recently grappled with this...

How to Do Healthy
September 2012

Q: We’re feeling pressure to offer more healthy options, but how should we do healthy food? After all, we’re a burger-and-fries joint!

The Fresh Factor
August 2012

Q: How do you know when it's time to evolve your brand, and how do you determine what equity elements should be retained, reworked, or totally discarded? 

The Marketing Measuring Stick
July 2012

Q: The corporate office and I often debate what an effective marketing program is. How should we evaluate marketing ideas, and what are realistic expectations from a marketing program? 

What You Can Learn from Lady Gaga
June 2012

Q: How do we turn customers into evangelists for our brand?

A: I’ve received this question from several people. And they are always surprised by my answer:...

The Many Faces of Your Brand
May 2012

Q: My location is across the highway from a major amusement park that closes November to May every year. We've built a successful year-round business with our bar and live music stage. How do I brand a "rock bar...

Make Your Ethnic Concept a Familiar Favorite
April 2012

Q: My company is planning to launch an Indian quick serve. This may be a challenge as there is no big Indian quick-serve chain in the U.S. What do you think should be the marketing strategy for the launch?

3 Ways to Improve Local Marketing
March 2012

Q: Are there any low-cost methods of diverting eyes and mouths to our restaurant on an extremely local basis?

How to Keep ’Em Coming Back
February 2012

Q: What are three important things to keep customers coming back and building new customers into repeat customers?

— Brian Durban, owner/operator, Genghis...
Picking a Marketing Firm for Your Company
January 2012

Q: We’d like to get started with a marketing and PR firm. What suggestions do you have for hiring the right fit?

The Road to Relevance with Charitable Giving
December 2011

You may not think you have much in common with a celebrity, but if you’re like most quick-serve business owners I know, you do.

No, it’s not your good looks and charm—sorry.

Like celebrities, you’re in the public eye a lot, so you get lots of requests for...

2 Target Markets for Restaurants
November 2011

Over the past year and a half that I’ve been writing this column, I’ve hammered home how companies that try to be everything to everyone end up being nothing to no one.

Focus has been my main message, as I’ve extolled the benefits of a “less is more” approach...

What Life Stage is Your Brand in?
October 2011

The statistics are captivating: more than $4,400 in sales per square foot, more than 90 percent revenue increases in the first six months of 2011, 40–50 new stores opened every year. Apple retail stores are hot. And if you’re like pretty much everyone I talk to these days, you...