Denise Lee Yohn
Denise Lee Yohn is a brand strategist and the author of What Great Brands Do.
Who they are
Denise Lee Yohn is a brand strategist and the author of What Great Brands Do. On this site the name is tied to Brand Archetypes.
Key papers
Yohn, D. L. What Great Brands Do.
Key ideas
Brand Archetypes: Familiar story characters, such as the Caregiver or the Outlaw, that a brand adopts so that its behaviour reads as one personality.
Sources
- Yohn, D. L. What Great Brands Do.