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November 16, 2008

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Denise Lee Yohn

great research, john, and thanks, scott, for sharing the note.

the last paragraph reads very similarly to the sign-off of a presentation I gave at the "digital symposium" a couple of months ago (http://deniseleeyohn.com/bites/2008/09/18/express-vs-operationalize/):

"brand as business" requires everyone in your organization (from the ceo down) to shift their identity from their traditional job description -- instead thinking of themselves as operators of the brand, who develop, maintain, and activate the brand across all of their activities.

the understanding of customers, development of value propositions, and delivery of brand value must be aligned and integrated throughout your company. customer segmentation, brand platform development, concept testing, etc. are worthless if all that knowledge and insight is not translated into the development of a complete core operating system for delivering value...we must remember marketing is not an end unto itself.

the goal is a "brand as business" organization.

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