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.

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? 

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? 

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:...

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...

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?

March 2012

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

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...
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?

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...

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...

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...

September 2011

The craving hit hard. My husband and I were driving back to town late one Saturday night after a U2 concert when we were both suddenly struck with the urgent desire for some Jack in the Box tacos. At once we began scanning the roadside signs, hoping to spot our desired destination.  

...
August 2011

It may be that a person usually needs to hear something at least three times before it registers in their mind. But something I heard at the 15th Annual UCLA Extension Restaurant Industry Conference recently stood out to me the first time it was said—and its impression only got stronger...

July 2011

 You know the adage, “You’re known by the company you keep”? Whether we like it or not, we’re often judged by whom we know and hang around.

The same could be said about brands. In this day and age when almost everything is branded and brand messages seem to...

June 2011

I’ve got some good news and some bad news.  

The good news? Mobile is hot! According to marketing services firm Listrak, there are more than 270 million mobile phones in use in the U.S. and 100 billion text messages are sent or received every month, making mobile the most...

May 2011

My dad has a strange way of expressing his affection. He’ll often refer to me as “his favorite daughter who lives west of the Mississippi”—faint praise, given that I only have one other sister, and she lives in Cincinnati.

April 2011

What do Bic underwear, Harley-Davidson wine coolers, and Jamba Juice soup have in common? They’re all ways companies have tried to extend their brands—and they all failed.

It shouldn’t have been a surprise that the rough and manly image of the Harley brand wouldn’t...

March 2011

"A rose by any other name would smell as sweet.”

With all due respect, I must disagree with Shakespeare on his famous quote from the play Romeo and Juliet. Perhaps names don’t matter when you’re in love, but they matter a lot in the restaurant business. In fact, I...

February 2011

As a child I was a geek who desperately wanted to be popular. In my quest to be cool, I wanted to copy the popular kids’ rebellious behaviors like dying my hair and going coatless in the dead of winter. When I expressed these aspirations to my mother, she admonished me by saying, “...

January 2011

Ah, the New Year. A time for new beginnings. A chance for a fresh start, to break old bad habits and get on the right track.

At a time when people are resolving to eat less, exercise more, and spend more time with friends and family, I think quick serves might want to turn over a new leaf...