Archives
Categories
“9 Criteria for Brand Essence” Deck
Uncovering & Articulating Essence
- 9 criteria for brand essence
- Why “trusted” isn’t the brand essence
- 7 common branding workshop pitfalls
- Patagonia: They also sell clothes.
- Why so few brands get it right
- Why intangibles are the more sustainable competitive advantages
- To inspire loyalty, ask why, not how.
- You say tomato. I say Fox’s Fine Gourmet Ketchup.
- Warning: Your brand is being commoditized!
- Brand essence by every other name
- For brand authenticity, look inside.
- Table-stake attributes do not differentiate brands.
Simplicity & Effectiveness of Messaging
Other Popular Posts
- What every non-marketer should know about branding
- When to hire vs. when to outsource
- Do artisan brands lose their fans when sold to conglomerates?
- So who is “the world’s greatest insurance spokesperson in the world?”
- Does Geico’s multi-concept strategy work?
- BMW uncovers its brand essence: joy
- P&G brands … itself?
Industry News
Blogs I Read
-
-
Monthly Archives: January 2009
How brand packages look different than commodities
Recently a colleague and I studied the packages of 13 brands of ice cream in store environments. We compared the packages individually as well as en masse in the freezer cases. Here’s what we found: The higher priced brands featured: Consistent … Continue reading
Posted in art direction & design, identity, packaging, retail, standards
Comments Off
The biggest ideas in history in less than 140 characters
Is 140 characters enough to convey a big idea? The New York Times says 140 is fine for microblogging in business. Many famous quotes fit nicely, such as “I know not what course others may take; but as for me, … Continue reading
Posted in copywriting, social media
Comments Off
Authenticity can’t be faked … can it?
With dismay I read the prediction of Fern Siegel, a JWT futurist, that brands in 2009 will adopt “authenticity.” What a sad statement! As if they weren’t authentic previously. As if “being real” is just a new change of clothes … Continue reading
Posted in brand essence
Comments Off
Tweeting there vs. being there
Back in the dark ages before cell phones could shoot video, taping family events was a larger and more choreographed production. The cameras were huge and expensive for a young father. When I brought my newborn son home from the … Continue reading
Posted in event marketing, social media
5 Comments
10 new business red flags
Dear Prospective Clients, We would really love to do highly effective work for you that achieves results, makes you and your organization lots of money, and advances your career. Sometimes, however, the way you approach an agency review makes it … Continue reading
Posted in budgeting, client-agency relationships, new business, research
5 Comments