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: May 2009
For smarter strategy, share the budget upfront
Ask any project manager: Knowing the availability of resources is critical to achieving the desired outcome. Money is, of course, the resource, and while zero-base budgeting is a nice idea, unlimited budgets are practically non-existent in the real world. So, … Continue reading
Posted in budgeting, new business, strategy
1 Comment
Price or convenience strategy: Arby’s vs. Valvoline
Near where I work, an Arby’s restaurant and a Valvoline Instant Oil Change service center are side by side. In front of each today was an employee with a sandwich board. The Valvoline sign said, “NO WAIT.” The Arby’s board … Continue reading
Posted in promotion, retail, strategy
3 Comments
12 things to do before the upturn
Sales are flat. Travel is canceled. Your budget has been cut. It’s a good time to do some housekeeping. With an eye toward the eventual upturn, here are 12 tips to get your strategic marketing plan ready: Take the time … Continue reading
Posted in advertising, budgeting, interactive marketing, mass media, research, social media, strategy
Comments Off
Setting social media up for failure: Don’t advertise
I’m pleased to share the following guest post by Gary Moneysmith. At the time of this posting, Gary was the Interactive Strategy Director and social media guru at Conrad | Phillips | Vutech (where I work). Be sure to visit … Continue reading
Posted in advertising, budgeting, guest posts, mass media, social media
Comments Off
Why strong design is always on Target
Here in the Information Age, we receive more words than can possibly register. We are deluged with data. Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by … Continue reading
Posted in advertising, art direction & design, identity, retail, standards
8 Comments
6 reasons the recession is good for TV advertising
According to Digital History, the movies saved us during the Great Depression. “Even at the Depression’s depths 60 to 80 million Americans attended the movies each week, and, in the face of doubt and despair, films helped sustain national morale.“ … Continue reading
Posted in advertising, budgeting, mass media
2 Comments