Don’t Settle for Being an “-er Brand”: Denise Lee Yohn

10:03 AM, 4 April 2014

Brand pitches that explain how a new offering is just like another but is small-er, bigg-er, thinn-er, light-er, fast-er etc. is something to be avoided, according to brand-building expert Denise Yohn. Hearing "We're just like X brand but we're..." sets off warning signals about breakthrough ability and long-term viability.

The brands that capture the imagination of customers and investors alike are those that have no reference point other than themselves.There are several ways to position a brand as breakthrough including; Why (purpose and values), Who (target audience) and How (personality).

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