A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is. – Scott Cook
Welcome to the Always Forward Leadership Podcast! Today I have the opportunity to share a conversation with not only a friend of mine, but an influential author, speaker and brand-building expert, Denise Lee Yohn. Denise has over 25 years of experience in the industry and is an Alumni faculty of Catalyst University 2013. She wrote the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book Extraordinary Experiences: What Great Retail and Restaurant Brands Do.
During the interview, Denise gives us a peak into the world of branding and what we can do as leaders to better build our organization’s brand no matter what industry we are in. Topics that will be covered:
- Marketing vs Branding
- What makes up a brand
- Red flags of bad brand-building
- What hiking mount Kilimanjaro taught Denise
Whether you are the point leader in your organization or on the creative team Denise shares rich wisdom on both the big and little parts of branding that allow you to have better impact. To connect with Denise and to download the touch point wheel visit her website, www.deniseleeyohn.com.
Question: What is your brand communicating to your customers?