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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: March 2010
Ronald McDonald gives his darkest performance yet in Logorama
Playing against type, Ronald McDonald is brilliant as the deranged psychopath in Logorama, a demented romp through a world of logos and icons. The Michelin Man is nuanced and convincing as an undercover cop with an attitude. However, the Jolly … Continue reading
Posted in advertising, art direction & design, identity
3 Comments
Miller Lite’s target: men who can’t commit
It’s just a joke. I get it. But help me with this one. Does Miller Lite’s research indicate its best customers are men who can’t commit? Are they concerned about turning off female customers? Is the reason these men can’t … Continue reading
Posted in advertising, strategy
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Support your local brands
In a shop near where I work, I picked up a flyer on The 3/50 Project, a grassroots initiative supporting locally owned businesses. The concept was hatched in the depth of the recession, when Cinda Baxter wrote a blog post … Continue reading
Posted in cause marketing, loyalty, promotion, retail, social media
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“9 criteria for brand essence” deck now available
The most popular post at BrandSTOKE to date is “9 Criteria for Brand Essence.” Now I have combined it with some Branding 101 definitions, a few examples, and additional thinking in the accompanying SlideShare presentation. It’s intended to provide a … Continue reading
Posted in brand essence, loyalty, presentations
7 Comments
If rockers named new products …
I heard a concert promotion on the radio for the indie-rock band, We Were Promised Jetpacks, and realized we have the wrong people in charge of naming brands. If rock musicians named new products, we would be spared forgettable and … Continue reading
Posted in copywriting
3 Comments
Are running shoes a sham?
If you spend in the neighborhood of $100 per pair of running shoes like I do, you may find the following statement by Dr. Daniel Lieberman, a professor of biological anthropology at Harvard University, disconcerting: “A lot of foot and … Continue reading
Posted in health care, public relations, retail
2 Comments