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: September 2009
CFOs vs. CMOs: Where’s the ROI?
Suppose that in 2008 you invested in a barrel of crude oil. And why wouldn’t you? Every year from 2002 to 2008 the annual average price per barrel has gone up, from $23 to $91. As an investment, it’s a … Continue reading
Posted in budgeting, roi
4 Comments
Brand anarchy: why we need cops
Take any group of people. Give them a goal in which they have a vested interest, throw some obstacles their way, and apply pressure. What happens? One common outcome of a shared experience is that the group members will bond. … Continue reading
The 4 mutable laws of branding
BrandSTOKE Book Review: ♦♦ In Pirates of the Caribbean: The Curse of the Black Pearl, Captain Barbossa informs Elizabeth that the Pirates’ Code is “more what you’d call ‘guidelines’ than actual rules.” And so it is with The 22 Immutable … Continue reading
Posted in book reviews
Comments Off
Angus wars?
Clara Peller once asked, “Where’s the beef?” Today, the question is, “What’s the beef?” The American Angus Association hopes your answer is “Angus.” It used to be simpler. When some of the other commodity meats, chicken, pork and fish, tried … Continue reading
Posted in advertising, brand essence, loyalty, promotion, retail, strategy
1 Comment