Denise Lee Yohn

Brand-Building Expert | Author of What Great Brands Do

Now more than ever, business leaders are looking for fresh ideas, new understanding, and actionable insights to jumpstart their business. Denise Lee Yohn inspires, informs, and instructs them with a completely different way of thinking about their business. Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony and Frito-Lay, and a talent for inspiring audiences, Denise is a leading authority on building and positioning exceptional brands.

Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards.

An influential speaker and writer, Denise enjoys challenging audiences and readers to think differently about brand-building. She is a regular contributor to Harvard Business Review, Forbes, and FOX Business TV, and she contributes the monthly column Brand New Perspectives to QSR Magazine. She has been quoted by The New York Times, Wall Street Journal, Globe and Mail, and more. In 2008, she launched her blog, Brand-as-Business Bites, which the Marketing Executives Networking Group named as one of the “Top 20 Marketing Blogs.” Denise also penned the book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass).

Denise is a sought-after expert and an electrifying speaker who teaches and inspires her audiences with provocative insights, powerful case studies, and practical tools and approaches to implement right away. From national conferences to CEO peer groups to corporate meetings, Denise’s audiences learn how to transform their organizations and their brands.

7 Keys to Building a Great Brand

From Starbucks to GE to Red Bull, great brands are admired for their bold moves and innovative approaches.  But what really separates merely good brands from those that triumph over time and achieve sustained business success?  Denise demystifies the brand-building process and unlocks the seven keys to building a great brand, including “great brands avoid selling products” and “great brands never have to ‘give back.’”  She shows you how to develop a standout brand that fosters customer loyalty and increases profit margins.

Power Your Performance: Unleash the Combined Force of Brand & Culture


Forget everything you think you know about workplace culture!  You don’t need perks and parties.  You need engaged employees who produce the right results and help you build a great brand.

Denise Lee Yohn shows you how to infuse your culture with your core brand values and align your people with your unique brand identity, so you produce a healthy organization and a valuable brand.

Based on her highly-anticipated upcoming book, FUSION, Denise shares the secrets behind the world’s greatest organizations and lays out the leadership playbook for achieving the brand-culture fusion you need to power your performance and future-proof your business.

Ignite Experience: Combine CX & EX To Fuel Your Growth

Customer experience is the new competitive battlefield where customer loyalty is won or lost.  And among employees, the war for talent is intensifying. How do you win on both fronts?  Denise Lee Yohn shows you how to align and integrate your employee and customer experiences—and unleash their combined power to fuel your growth.

Learn how to design and deliver employee experiences that fully engage your people and translate into customer experience excellence.

Denise lays out the complete game plan you need to win the hearts and minds of customers and employees.

Lead the Field: Win With Culture, Competitive Strategy, and Customer Experience

Why will people pay a premium for a certain type of jeans, line up for hours for their favorite restaurant, or go out of their way to champion a new software solution throughout their organization?

Brand expert Denise Lee Yohn shows you how great brands achieve rock star status. Drawing from case studies, analyses, and interviews with business leaders from the world’s leading brands, she shows you how to leverage your culture, competitive strategy, and customer experience to lead the field.

Learn how to achieve the kind of brand and business leadership that everyone — from customers to employees to investors — wants a piece of.

What Great Salespeople Do

If you’re worried about how the role of sales and selling is changing, you need to know what the best salespeople do to succeed in this new business environment.

Brand expert Denise Lee Yohn shows you that great salespeople do what great brands do. She explains how to innovate — not imitate, how to create extraordinary experiences that embody your brand, and how to cultivate strong, emotional connections with customers. You’ll be inspired to engage with clients in new ways that cut out competitors and create long-term business success.

Learn why and how the most effective salespeople operate as brand evangelists — and how you can too to win the new sales game.