Case study

Branding: the basics

Creating a brand - Yo! Company (video)

YO! Company is the wholly owned holding company of entrepreneur Simon Woodroffe. YO! company works with others to develop and finance YO! ideas and new YO! brands. It includes the restaurant chain YO! Sushi, the clothing brand YO! Japan and more recently the hotel chain YOTEL. Here, Simon explains how he came up with the idea for YOTEL and how he created and developed the YO! brand.