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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: July 2010
Clean Bottle awareness summits at Tour de France
At this year’s Tour de France, Bottle Boy was a hit. Bottle Boy represents Clean Bottle, a new reusable sports bottle that unscrews at both ends. The rather simplistic design concept makes the job of cleaning residue out of the … Continue reading
Posted in event marketing, packaging, promotion, social media
1 Comment
Does Geico’s multi-concept strategy work?
How many creative strategies can one brand successfully execute at one time? Conventional wisdom suggests one and one only. Be focused. Be consistent. Hammer it. You’ll grow weary of the campaign long before the audience is even aware of it. … Continue reading
Posted in advertising, loyalty, promotion, simplicity, strategy
1 Comment
To inspire brand loyalty, ask why, not how
“People don’t buy what you do. They buy why you do it.” This quote by Simon Sinek eloquently captures a key concept I’ve presented in previous posts (“‘Why’ uncover strategic insights?“). That is, the strongest brands (sometimes called affinity brands) … Continue reading
Posted in authenticity, brand essence, loyalty
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Domino’s fires its food stylists. Will other QSRs follow?
In an exposé worthy of 60 Minutes, Domino’s Pizza takes viewers backstage at a TV shoot, revealing the secrets of making pizza look mouthwatering. The documentary (watch it below) stars power tools and blowtorches. Consistent with its new posture of … Continue reading
Posted in advertising, art direction & design, authenticity
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Tour de Tweets II
Note: It’s Tour Time! Here’s a post I wrote last year about the nearly seamless integration of social media into the event. In many ways, the 2009 Tour broke new ground for both participants and fans at major sporting events. … Continue reading
Posted in cause marketing, event marketing, health care, interactive marketing, promotion, social media, strategy
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Mayflower’s giant marionette: cute or creepy?
So, if Mayflower can move a 20-foot-tall marionette and her really big chair, it can move … help me here … you and your family? Here’s my best guess at the strategy: The challenge: Make consumers aware that Mayflower now … Continue reading
Posted in advertising, promotion, strategy
13 Comments