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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: November 2009
Psychographic research on the fridge
Over Thanksgiving weekend I will likely spend a lot of time in front of refrigerators. Mine. Other peoples’. And I’ve noticed something. They serve as display space for photos, post cards, grocery lists, note pads, and — fridge magnets. Low … Continue reading
Posted in advertising, promotion
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Patagonia: They also sell clothes
There are brands and then there are affinity brands. The difference? Community. You don’t just experience an affinity brand. Your identity is enmeshed with it. You are a proud member of the club. “Cult Brands aren’t just companies with products … Continue reading
Posted in brand essence, budgeting, cause marketing, loyalty, mass media, promotion, retail, social media
2 Comments
Schmoozing the brand samplers
Next time you are practicing your oral hygiene, think about this: Why can’t Colgate and Crest, the two top-selling toothpaste brands, achieve the customer loyalty of Tom’s of Maine? And more importantly, if loyalty is the ultimate purpose for branding … Continue reading
Your social media marketing linchpin: branding
I’m pleased to share the following guest post by Gary Moneysmith. At the time of posting, Gary was the Interactive Strategy Director and social media guru at Conrad | Phillips | Vutech (where I work). Be sure to visit his … Continue reading
Posted in art direction & design, brand essence, guest posts, mass media, social media, standards
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Retail clinics vs. your doctor: It may come down to branding
They treat cuts, burns, sprains, rashes, allergies, fevers, and infections. They are called MinuteClinic, Take Care Clinic, RediClinic, The Little Clinic, The Clinic at Walmart, and Target Clinic. They are located in the aisles of Walgreens, Walmart, CVS, Target, and … Continue reading
Posted in brand essence, health care, retail, strategy
2 Comments
Absolut Strategy.
BrandSTOKE Book Review: ♦♦♦ The Absolut Vodka ad campaign is so well established and formulaic that it now seems as if any art director could develop a new ad in the series. Even Richard W. Lewis, author and account director, … Continue reading
Posted in book reviews
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