What Great Brands Do: Denise Lee Yohn on how not to be RadioShack | Business

Today on the Blinkist podcast we have an interview with branding expert Denise Lee Yohn, author of the book What Great Brands Do. In the interview, Lee Yohn and Ben talk about why all branding starts inside, and how exactly Sony implemented that idea when Lee Yohn was there. Then they get into what happened with brands like Saturn and RadioShack – remember them??? They also tried something new: Lee Yohn and Ben read brief bits from some of their favorite branding books. (Hint: neither of them picked Seth Godin!) A quick intro to Lee Yohn: After her time as brand leader at Sony, she worked on many other big brands, including Land Rover, Jack in the Box, and Burger King. She currently runs her own brand consultancy in addition to giving speeches and writing for the Harvard Business Review blog, her own Brand-As-Business Bites blog, and many other outlets. Linkage: - Hop on over to iTunes to subscribe to the podcast or give us a review: http://blnk.st/28JBVIY - Let Ben know what you think about the podcast by writing him at podcast@blinkist.com - Lee Yohn's blog: http://deniseleeyohn.com/bites-brand-your-business-briefs/ - That excellent intro and outro music you heard is by Nico Guiang. You can find more of it on SoundCloud [@niceaux] and Facebook [www.facebook.com/niceaux].