The Practices and Principles that
Produce Great Retail Brands
Insights from Leaders at Krispy Kreme,
Whole Foods, 7-11, and IKEA &
Retail Industry Thought-Leaders
at Hub Live | April 2015
5/2/2015 1© 2015 Denise Lee Yohn, Inc.
© 2015 Denise Lee Yohn, Inc.
Krispy Kreme
brand pillars:- be simple
- be genuine
- be fun
- be shareable
- be goodhearted
- be craveable
© 2015 Denise Lee Yohn, Inc.
If it's just about doughnuts, someone else can do that --but if we can create emotional connections, then we have longevity.
-- Dwight Chambers, CMO
Krispy Kreme
© 2015 Denise Lee Yohn, Inc.
Our biggest investor
is our guest.
-- Dwight Chambers, CMO
Krispy Kreme
© 2015 Denise Lee Yohn, Inc.
Our best marketers
are the people
behind the counter.
-- Dwight Chambers, CMO
Krispy Kreme
© 2015 Denise Lee Yohn, Inc.
A brand experience is each and every opportunity for a brand to make or break its promise.
-- Tim Manners, Founder, The HUB
© 2015 Denise Lee Yohn, Inc.
We have 8,300 stores in North America, so a small thing in each store translates into a giant thing.
-- Laura Gordon, CMO, 7-Eleven
© 2015 Denise Lee Yohn, Inc.
Retail experience is not about marketing; it’s about creating a change that permeates every part of the organization – and customers will know if you haven't been managing your brand that way.
-- Laura Gordon, CMO, 7-Eleven
© 2015 Denise Lee Yohn, Inc.
If we’re not consistent, we’re not convenient.
-- Laura Gordon, CMO, 7-Eleven
© 2015 Denise Lee Yohn, Inc.
As our business becomes more complex, we have to make it simpler for our franchisees.
-- Laura Gordon, CMO, 7-Eleven
© 2015 Denise Lee Yohn, Inc.
Every human decision is made to some degree on how it makes them feel.
-- Daryl Travis, CEO
BRANDTRUST
© 2015 Denise Lee Yohn, Inc.
Marketing at
Whole Foods: - engage
- enlighten
- experience
- enamor
- enlist
© 2015 Denise Lee Yohn, Inc.
Customer currency is not just the dollar –it's also time.
-- Jeannine D’Addario,
Global VP Marketing &
Communications
Whole Foods
© 2015 Denise Lee Yohn, Inc.
Never underestimate the impact of a great campaign on your employees.
-- Jeannine D’Addario,
Global VP Marketing &
Communications
Whole Foods
© 2015 Denise Lee Yohn, Inc.
We use social media marketing as the enablement of existing behavior.
-- Jeannine D’Addario,
Global VP Marketing &
Communications
Whole Foods
© 2015 Denise Lee Yohn, Inc.
Big stories are more powerful than big data.
-- Will Clarke, Executive Creative
Director, The Integer Group
© 2015 Denise Lee Yohn, Inc.
Great leaders are
great storytellers.
-- Will Clarke, Executive Creative
Director, The Integer Group
© 2015 Denise Lee Yohn, Inc.
We are like fish swimming in stories. Fish don't know they're in water; we don't know we're engaging in stories.
-- Will Clarke, Executive Creative
Director, The Integer Group
© 2015 Denise Lee Yohn, Inc.
The store is the biggest media I have.
-- Leontyne Green Sykes, CMO
IKEA North America
© 2015 Denise Lee Yohn, Inc.
We always start product development with the price tag.It keeps us true to our commitment of providing a better every day life for the many people.
-- Leontyne Green Sykes, CMO
IKEA North America
© 2015 Denise Lee Yohn, Inc.
True innovation comes when you design quality furniture that's affordable by everyone.
-- Leontyne Green Sykes, CMO
IKEA North America
© 2015 Denise Lee Yohn, Inc.
We need to ask, “What consumer pain point does digital signage actually solve?”
-- Healey Cypher, former VP
Retail Innovation, Ebay
© 2015 Denise Lee Yohn, Inc.
Decrease friction;
increase delight.
-- Healey Cypher, former VP
Retail Innovation, Ebay
© 2015 Denise Lee Yohn, Inc.
If you are relying on a technology experience to get you out of something sub-par, you won't win. You've got to have the right product.
-- Healey Cypher, former VP
Retail Innovation, Ebay
© 2015 Denise Lee Yohn, Inc.
Shopping can
happen at any
moment.
-- Tina Manikas, President
FCB/RED
© 2015 Denise Lee Yohn, Inc.
Experiences via services are the future.
-- Tina Manikas, President
FCB/RED
© 2015 Denise Lee Yohn, Inc.
Shoppers aren't looking for the next killer app; they’re looking for the next killer shopping experience.
-- Sharon Love, CEO, TPN
© 2015 Denise Lee Yohn, Inc.
Compiled by
Denise Lee Yohn, author of
What Great Brands Do:
The Seven Brand-Building
Principles That Separate
the Best from the Rest
(Jossey-Bass)
http://deniseleeyohn.com
@deniseleeyohn