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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: July 2009
Tour de Tweets
The 2009 Tour de France, highlighted by Lance Armstrong’s return, may be remembered as much for being the first sporting event in history to fully integrate social media into the competition and the coverage. Nearly every one of the 20 … Continue reading
Don’t just sponsor events — brand them
The backs of most event T-shirts look like the one on the left — a jumble of sponsor names and logos. And that’s just how the event organizers like it. The proliferation of community fund-raising events, such as runs, walks … Continue reading
Posted in cause marketing, event marketing, identity, promotion, strategy
4 Comments
Brand essence by every other name
In an effort to brand themselves, marketing consultants have done a disservice to their clients by creating a multitude of words and phrases that describe essentially the same thing — brand essence. At least, that’s what I call it. You … Continue reading
Posted in brand essence, client-agency relationships
3 Comments
Private labels: the new brands?
Retail trade media is abuzz over the hypothesis that consumers will shift their loyalties permanently to private labels after the recession. Private labels have been around since the late 1800s, but consumer attitudes toward them are changing, perhaps even faster … Continue reading
Posted in brand essence, identity, loyalty, packaging, retail, strategy
3 Comments