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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: May 2010
For brand authenticity, look inside
Even before the recession, numerous gurus, books and websites explored the concept of brand authenticity. The theory behind this recent buzz-phrase is that cash-strapped consumers gravitate toward those brands which feel more “real.” So, what is authenticity? Can it be … Continue reading
Posted in brand essence, cause marketing, loyalty, strategy
3 Comments
Avoid physical abuse. Learn your VWs.
Most promotions dangle a carrot. Volkswagen’s, instead, brandishes a stick — the PunchDub game. Painfully, you may remember “Slug Bug” or “Punch Buggy” — games wherein the first person to spot a VW Beetle slugs his or her companion. “Punch … Continue reading
Posted in advertising, event marketing, promotion
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So who is “the world’s greatest insurance spokesperson in the world?”
Is it the gecko? In 1999, Geico introduced Martin, its talking reptile mascot. Why? Apparently as a memory device — the word gecko helps prospects for property-and-casualty insurance remember Geico’s unremarkable name. (And Martin was readily available during the Screen … Continue reading
Posted in advertising, brand essence, identity, strategy
1 Comment
Coke and Pepsi merge, combine logos
In a surprise announcement, corporate giants Coca-Cola and PepsiCo today announced a multi-billion-dollar merger of their soft-drink divisions. Following the recent example set by United and Continental airlines, the newly merged company will feature Coke’s trade name and Pepsi’s logo. … Continue reading
Posted in art direction & design, identity, packaging, retail, standards
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