Denise Lee Yohn has been inspiring and teaching companies how to operationalize their brands to grow business for more than 20 years. She has worked with brands including Sony, Frito-Lay and New Balance. Denise is a thought leader in the field of branding and she has spoken to different groups all over the world. Learn more about Denise and follow @deniseleeyohn.
Expressing what your brand does, promoting your brand and marketing your products or service is one thing, but operationalizing your brand is really about delivering on what you say, living out your brand promise. Recently, Ray Baird, Founder at BrandingBusiness, talks with Denise Lee Yohn — branding consultant to such brands as Sony, Frito-Lay and New Balance — about how companies can operationalize their brands to grow their business. In her book coming out this January, What Great Brands Do, Denise explores the 7 brand-building principles behind operationalizing your brand (she also discusses these in the recent Branding Business radio show). Topics and principles explored in this show include: