In my book What Great Brands Do, I explain that Great Brands Don't Chase Customers. Great brands embrace and celebrate what they stand for -- even if it means turning off some people. In doing so, they naturally attract those customers who are likely to be their most profitable and loyal ones. It seems this principle can be applied to shareholders as well. Learn how in my post, Great Brands Don't Chase Shareholders.
Also in this brief is my new speaker video -- please check it out and let me know what you think. Thanks!
great brands don't chase shareholders
Some CEOs report that investing expenses and implementing strategies to build their brands are not conducive to the consistently-positive and growing sales and profits that shareholders demand because they generally yield longer-term, less measurable returns. But going and being public does not preclude brand-building.
McDonald's new global chief communications officer and global chief marketing officer may indeed be “progressive” but their lack of experience in critical areas may also end up being problematic.
Want to learn more about why and how I speak to companies about What Great Brands Do? Check out my new speaker video:
I’ve also re-worked my keynote to add more impact and sticky-ness – I recently delivered the new talk at EXMA, the largest marketing conference in Latin America (~2,000 participants) – you can view the entire 45 minute talk here: https://vimeo.com/129983489 (password: greatbrands).
ICYMI
Brand-Building Excuses, IKEA, WGBD Discussion Guide, Social Storytelling & More -- here is where you can access my most popular content from June all in one place
What Is Denise Doing?
Sharing my views on FOX 5 TV in New York about when designer brands go the discount route -- watch video
Gearing up to work with a client on designing a brand values-led employee experience -- check out my POV "culture isn't enough"
denise lee yohn has been inspiring and teaching companies how to operationalize their brands to grow their businesses for over 20 years. World-class brands including Sony, Frito-Lay, Burger King, and Nautica have called on Denise, an established speaker, author, and consulting partner. For more information, visit
www.deniseleeyohn.com
