Marketing Lessons for Companies Big and Small

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 30 December 2015

⏱️ 17 minutes

🔗️ Recording | iTunes | RSS

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Summary

Denise Lee Yohn, author of "Extraordinary Experiences" and "What Great Brands Do," explains what we can learn from retail and restaurant brands

Transcript

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0:00.0	When leadership advice feels like buzzwords and platitudes, it's time to get real.
0:05.9	HPR's podcast Coaching Real Leaders brings you behind closed doors as Muriel Wilkins coaches anonymous
0:11.9	leaders through raw honest career questions
0:14.6	that we all face.
0:15.9	Listen and follow coaching real leaders for free
0:18.3	wherever you get your podcasts. Welcome to the H-B-Ridea-Cast from Harvard Business Review. I'm Sarah Green Carmichael. Today I'm talking with
0:35.6	Denise Lee Yahan, a regular contributor to HBR.org on issues of marketing and branding. She's the author of What Great Brands Do and her most recent book is extraordinary experiences which
0:46.3	focuses in particular on retail and restaurant brands.
0:49.4	Tanish thank you so much for talking with us today.
0:51.4	I'm really excited to be speaking with you
0:53.0	Sarah. So I've noticed as I've been reading and editing some of your writing for
0:57.8	HPR.org over the years that you do often focus on retail and restaurant
1:02.0	brands and I noticed in the new book really
1:04.9	that's heavily the focus why focus on these two industries and what can they
1:09.6	tell all brands and no matter the industry about reaching customers.
1:14.0	Well, there are a few reasons.
1:15.0	The first is that I believe that the retail restaurant categories are under a lot of fire,
1:21.0	under a lot of pressure these days whether it's you know the retail
1:24.8	industry with all of the especially as I'm talking mostly about brick and mortar
1:28.8	companies with all of the online and you know mobile commerce that's really growing, I think brick and mortar
1:36.6	stores have been under a lot of pressure to not only kind of produce growth, but also almost justify their existence in a way.
1:45.0	And the same thing with restaurants, you know, there's a lot of services now that either
	...

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