the practices & principles that produce great retail brands

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.

http://deniseleeyohn.com/


© 2015 Denise Lee Yohn, Inc.

Krispy Kreme

brand pillars:- be simple

- be genuine

- be fun

- be shareable

- be goodhearted

- be craveable




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




Our biggest investor

is our guest.


Krispy Kreme




Our best marketers

are the people

behind the counter.


Krispy Kreme




A brand experience is each and every opportunity for a brand to make or break its promise.

-- Tim Manners, Founder, The HUB




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




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.





If we’re not consistent, we’re not convenient.





As our business becomes more complex, we have to make it simpler for our franchisees.





Every human decision is made to some degree on how it makes them feel.

-- Daryl Travis, CEO

BRANDTRUST




Marketing at

Whole Foods: - engage

- enlighten

- experience

- enamor

- enlist




Customer currency is not just the dollar –it's also time.

-- Jeannine D’Addario,

Global VP Marketing &

Communications

Whole Foods




Never underestimate the impact of a great campaign on your employees.



Communications

Whole Foods




We use social media marketing as the enablement of existing behavior.



Communications

Whole Foods




Big stories are more powerful than big data.

-- Will Clarke, Executive Creative

Director, The Integer Group




Great leaders are

great storytellers.






We are like fish swimming in stories. Fish don't know they're in water; we don't know we're engaging in stories.






The store is the biggest media I have.

-- Leontyne Green Sykes, CMO

IKEA North America




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.


IKEA North America




True innovation comes when you design quality furniture that's affordable by everyone.


IKEA North America




We need to ask, “What consumer pain point does digital signage actually solve?”

-- Healey Cypher, former VP

Retail Innovation, Ebay




Decrease friction;

increase delight.






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.






Shopping can

happen at any

moment.

-- Tina Manikas, President

FCB/RED




Experiences via services are the future.

-- Tina Manikas, President

FCB/RED




Shoppers aren't looking for the next killer app; they’re looking for the next killer shopping experience.

-- Sharon Love, CEO, TPN




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



http://whatgreatbrandsdo.com/


http://twitter.com/deniseleeyohn

the practices & principles that produce great retail brands

Business

denise lee yohn

marketing atwhole foods

laura gordon

cmoikea north america

cmokrispy kreme

integer group

jeannine daddario

leontyne green sykes