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- Branding / Marketing
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Denise Lee Yohn Brand Leadership Expert
According to the Small Business Administration, about one-fifth of business startups fail in their first year and about half succumb to failure within five years. Only about one third survive ten years or more. Many factors explain the dearth of successful scale-ups: lack of market need, insurmountable challenges in business model and/or economics, inability to secure funding. The list goes on, but one of the most common reason that companies fail to scale is organizational culture.
This manifesto highlights seventeen developments that are influencing brand-building today and what great brands are doing about them.
CX has become the new marketing. It influences brand perceptions and impacts business performance just as strongly as traditional marketing such as media advertising and price promotions once did.
Most companies are using an incomplete definition of customer experience, and have incomplete tools and approaches to design and manage it.
Great brands employ some quite surprising brand-building practices including “great brands start inside” and “great brands embrace competition.”
Just as brand differentiation helps attract customers, culture differentiation helps attract the right employees.
Having a great product isn’t enough.
Are you wasting efforts by ignoring this critical link?
When the overarching purpose of your company is "to help create a world where you can belong anywhere," your employees ought to feel they belong in your organization. At least that's what the leaders of Airbnb, the lodging rental and hospitality company, believe. And this belief explains why they place so much importance on employee experience (EX).