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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: June 2010
The true value of your brand and how it should be figured
You already know intangibles are the difference between one brand and another. But do you know how much those intangible assets add to the financial value of your brand? It used to be that brands were valued based primarily upon … Continue reading
Posted in brand essence, loyalty, management, roi
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High-fructose corn syrup: A commodity fights back
“The public now puts high-fructose corn syrup (HFCS) in the same category as trans fats: poison.” So says nutritionist Marion Nestle in a post at her blog, Food Politic. Wow. That’s a bitter pill for the corn-refining industry, given that … Continue reading
Posted in advertising, health care, packaging, public relations, retail
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Which brand logos does your car wear?
Look at the rear end of a vehicle. What do you see? Apparently, car and truck owners see a blank canvas. From vanity plates to Darwin fish to “Support Our Troops” ribbons to Euro-style vacation destination decals to “Honk if … Continue reading
Posted in advertising, art direction & design, promotion, retail
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What becomes a tagline legend most?
Recently, Forbes.com ranked what it views as the 25 best-ever advertising taglines. As discussed in a recent post, taglines (aka slogans) can be effective tools in support of various communications objectives. And, of course, some cleverly serve multiple purposes, such … Continue reading
Posted in advertising, copywriting
2 Comments
“Wow, that’s a low Staples’ rip-off!”
Why invest time and money in developing your own ad campaign when you can steal someone else’s? Staples and its advertising agency may be wondering just that as Ricart Ford, an Ohio auto dealer, has duplicated the current Staples’ TV … Continue reading
Posted in advertising, retail
2 Comments