SPOS #463 – Minimal Viable Brand With Denise Lee Yohn

Welcome to episode #463 of Six Pixels Of Separation – The Mirum Podcast. If you look at Silicon Valley, there is this notion that advertising is dead, marketing no longer works and everything is about finding these young unicorns who can leverage data and analytics to growth hack a company to success. This shores up into two thoughts: One, build it and they will come (because the product is so great). Two, growth hacking enables a business to not care about the brand, but simply focus on acquiring users. Any marketing professional knows that this is not the case. Brands matter more than ever. Denise Lee Yohn wrote an article for the Harvard Business Review titled, Start-Ups Need a Minimum Viable Brand. She is also the author of, What Great Brands Do – The Seven Brand-Building Principles That Separate The Best From The Rest, is a former Sony Electronics executive and advertising agency professional (who worked on Burger King, Land Rover and Unilever). So, what is the minimal viable brand that a business needs? Enjoy the conversation…