Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony, Frito-Lay, and Burger King, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands. Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards.An influential writer, Denise penned the book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass) and the new book Extraordinary Experiences: What Great Retail and Restaurant Brands Do. She enjoys challenging readers to think differently about brand-building. She contributes the monthly column Brand New Perspectives to QSR Magazine and has published work in numerous outlets, including Harvard Business Review, Advertising Age, and OPEN Forum. In 2008 she launched her blog, brand as business bites™, which the Marketing Executives Networking Group (MENG) named as one of the top 20 marketing blogs. With her expertise and personal approach, Denise delivers an array of inspirational workshops, presentations, and keynote addresses to business leaders in all industries. When she’s not writing or speaking, she serves as the brand director for TEDx San Diego and sits on the board of directors for a branch of the YMCA. Outside of her professional roles, Denise counts hiking Mount Kilimanjaro, dancing with a professional ballet company, and flying a helicopter as some of her greatest life experiences.