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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: April 2009
It’s not a strategy unless there’s a trick
Every competitive situation, whether love, sports, or business, calls for strategy. And most strategies involve deception. More on that later. The word “strategy” is derived from the Greek “strategos,” meaning military leader or general. In the military and elsewhere, its … Continue reading
G, I don’t get Gatorade’s line extension
I am brand loyal to Gatorade. I drink it a couple of times a week during and after running workouts. It’s a staple for most runners. But its line extension has me confused. First of all, what happened to regular … Continue reading
Posted in copywriting, identity, packaging, retail, strategy
4 Comments
Could the Beatles go viral today?
My kids (now in their 20s) once confessed they are disappointed their generation did not have a Sinatra, Elvis or Rolling Stones to embrace. I feel for them. Having our personal favorites is what makes us unique; however, there is … Continue reading
Posted in mass media, promotion, social media
1 Comment
Now’s the time to buy market share … cheap
The news focuses on the negative — and there’s a lot of it. What is perhaps being missed is that we are living in the buyers’ market of our lifetimes. In all likelihood, nothing will ever be this cheap again. … Continue reading
Posted in advertising, budgeting, mass media, retail, roi, strategy
1 Comment
It takes a brand to raise a village
The promise of social media is that people with a common interest can easily congregate and communicate. As more and more organizations look to social media as a tool for building brand engagement, the question is raised: Can just any … Continue reading
Posted in cause marketing, loyalty, retail, social media
2 Comments