Business
My final guest for season three of the podcast is Denise Lee Yohn, author of the bestseller, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. She's also an in-demand keynote speaker, and has appeared on CNBC, Fox Business, NPR, and in the Wall Street Journal discussing business and branding issues. Denise cut her teeth in lead strategy roles for the advertising agencies behind campaigns for Burger King and Land Rover, and has held client-side positions at Jack In The Box and Sony. On this episode, Denise and I talk about the relationship between brand and business, why it's important to "sweat the small stuff," brand experience versus employee experience, and her latest book, Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies. I kicked off the conversation with a question about the relationship between brand and business, something I've been interested in since writing an article on the topic for The Guardian in 2014. Denise and I agree that business leaders need to stop thinking of brand and business (or brand strategy and business strategy, at least) as two separate things. They are "one and the same," to use Denise's words. Next, we talked about one of the seven "brand-building principles" from her book, What Great Brands Do. According to the book, great brands "Sweat the Small Stuff." Denise explains that the process she recommends for achieving this goal and introduces one of the free tools she's created, the Brand Touchpoint Wheel. Later in the conversation, Denise and I talked about her latest book, Fusion, which explores the relationship between culture and brand. While she does not recommend creating employer brand platforms (partly because they create an unnecessary divide between the external and internal-facing brand), she does recommend working on the employee experience using a similar approach to that used for customer brand experience. The Brand Touchpoint Wheel can again prove useful when working on the employee experience, as can another tool Denise offers, the Employee Experience Architecture Framework. As usual, we wrapped up the conversation with Denise's book recommendations and advice for junior/aspiring branding professionals. You won't want to miss it! To learn more about Denise, visit deniseleeyohn.com. On her site, you'll find information about her books, speaking engagements, and consulting practice, as well as her blog, and more free, downloadable tools like the ones we mentioned in our conversation. You can also find and follow Denise on Twitter, Facebook, LinkedIn, or YouTube.