Denise Lee Yohn

The Good, Bad About Mobile Marketing

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 popular way to communicate.

Google attributes $1 billion in revenue to mobile ads and consumer usage of mobile coupons is forecasted to exceed 300 million globally by 2014, according to Juniper Research.

How to Spot a Good (& Bad) Brand Extension

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 fit with the light and girly product attributes of a wine cooler, but the fates of other brand extensions are harder to predict.

How to Name Your Concept (and Do It Right)

"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 would go so far as to say that the right name can make or break a company.

A Case Against Social Media

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, “Just because everyone else is doing it doesn’t mean you should, too.”

Your 2011 Checklist

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 as well. Many fast feeders have themselves become bloated, complacent, and distracted, so let’s take advantage of the clean slate the New Year brings and resolve to make 2011 the year to get things right.

Give Your Customers a Break

Remember the tagline, “You Deserve a Break Today”? If you’re like me, you probably look back fondly on those days when McDonald’s made it a mantra. The line signaled the spirit of the industry at the time—people really enjoyed going to fast food restaurants, and quick serves really provided a needed break from the stress and boredom of the everyday.

The Price is Complicated

Setting the right price points is no easy task. In today’s post-recessionary economy, product pricing is particularly tricky because consumers’ perception of value is confounding and seems to shift constantly. People will camp out overnight for the chance to buy a $499 iPad, but you can’t seem to spark any interest in a $4.99 burger combo.

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