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:
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.
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