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“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
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Monthly Archives: March 2009
Taglines: from the idiotic to the unforgettable
Too often marketing taglines or slogans are irritating (“Ring around the collar,” Wisk), inane (“We’ll get you there,” Delta), or thankfully forgettable (“Creating value through excellence in innovation, quality and people,” BF Goodrich). Bad taglines are easy to spoof. Anyone … Continue reading
Posted in advertising, brand essence, copywriting, strategy
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Fear of failing and the courage to be different
A client showed me a competitor’s ad. “Why aren’t we doing this?” he asked. “You want to promise the exact same brand experience as your competition?” “If it works,” he said. His question was driven by fear that somehow his … Continue reading
Posted in brand essence, research, strategy
2 Comments
Why rfps often result in the worst hires
I know several marketing professionals who love to pursue new business. They enjoy the prospecting, the networking, the strategizing, the problem-solving, the pitching. Yet I know absolutely no one who likes responding to RFPs (requests for proposal). I don’t even … Continue reading
Posted in client-agency relationships, new business
4 Comments
“Less” isn’t just more — it’s omnipotent
Generally, when communicating, using fewer words and images demonstrates focus and clarity. Using lots of text and visuals demonstrates the opposite. Being succinct is not just a more effective technique. It claims category domination. It says game-over. Example: Ever notice … Continue reading
Posted in art direction & design, copywriting, strategy
1 Comment
Big budget not required for a strong brand
Occasionally, I hear a client complain about the size of their marketing budget vs. those of larger brands (budget envy). “Well, of course, they’re successful. They spend millions!” There’s more to it than the allocations. A successful brand is doing … Continue reading