What Great Brands Do with Denise Lee Yohn | Bright Penguin

What Great Brands Do

What Great Brands Do with Denise Lee Yohn | Bright Penguin

I had the pleasure to catch up with my friend and brand expert Denise Lee Yohn at Medallia’s recent Experience 17 conference (to which Medallia provided me a free ticket). Denise spoke at the event about the key concepts in her book What Great Brands Do.

Denise’s seven tenets of what great brands do are as follows:

  • Great brands start inside
  • Great brands avoid selling products
  • Great brands ignore trends
  • Great brands don’t chase customers
  • Great brands sweat the small stuff
  • Great brands commit and stay committed
  • Great brands never have to “give back”

What I love about this message is that many of these concepts are counterintuitive; they are not among the first things that come to mind when you hear discussions of great brand.

As a big proponent of culture as a key ingredient of customer experience, I find the first principle “great brands start inside” to be among the most important.

Check out the brief video below to hear Denise and I discussing how important it is for brands to start inside and why sweating the small stuff is so crucial.

About 

By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.

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