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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: June 2009
Speak less. Say more.
In previous posts (“Less’ isn’t just more — it’s omnipotent” and “Why strong design is always on Target“), I have discussed the effectiveness of focus and brevity in marketing messages. Expressing an idea simply and succinctly makes it seem more … Continue reading
Posted in advertising, copywriting, loyalty, promotion, simplicity, strategy
1 Comment
Twitter, Iran and the First Amendment
Is history retweeting itself? Before social media there were mechanical printing presses. In the 1700s, American colonists relied on presses to disseminate information. When malcontents and revolutionary firebrands such as Ben Franklin published criticism of the British government for all … Continue reading
Posted in cause marketing, social media
1 Comment
Contrived findings from windowless rooms
Imagine the call: “Hello, this is Margo from Insightful Research. Assuming you are in our target demographic of 35-54-year-old employed female users of financial investment services, would you be available to join a group of complete strangers in a mirrored … Continue reading
Posted in authenticity, research
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Why corporate brands will outperform the Twitter elite
Mitch Joel‘s recent post, “The Dirty Little Secret Of The Twitter Elite,” and the accompanying comments got me thinking about how shabbily most followers are treated by social media celebrities. And how corporate brands will have to perform to a … Continue reading
Posted in authenticity, social media
3 Comments
Integration vs. specialization: Who wants the hot seat?
How do you decide between working with a full-service, integrated marketing firm or an array of specialists? (See recent post on the meaning of the terms full-service, integrated, channel-neutral and hybrid.) Consider the difference between a department store, such as … Continue reading
Posted in budgeting, client-agency relationships, management, strategy
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Is channel-neutral the new integrated?
Marketing firms used to refer to themselves as “full-service.” Then they were “integrated.” Now they are “hybrid” and “channel-neutral.” And once again “integrated.” What’s the difference? Full-service means all of the services one might expect a marketing firm to offer … Continue reading