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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: August 2010
Top ten posts out of first 100
For me, it is informative and sometimes intriguing to see which posts you are most interested in reading. Following are the top ten posts since the launch of BrandSTOKE, according to page views: 9 criteria for brand essence and the … Continue reading
Posted in advertising, art direction & design, book reviews, brand essence, identity, management, packaging, strategy
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Polaroid: the brand that won’t die
The photos are grainy and often out of focus. The colors look faded. You can’t zoom and you can’t make extra prints without scanning. And the film is expensive. Digital, the new instant photography, does it all better, faster and … Continue reading
Posted in art direction & design, brand essence, loyalty
5 Comments
Do artisan brands lose their fans when sold to conglomerates?
Burt’s Bees was started in Dexter, Maine, in 1984 by Burt Shavitz, a beekeeper, and Roxanne Quimby. Their lip balm and other natural products were an offshoot of Burt’s backwoods honey business. Similarly, Tom and Kate Chappell decided to make … Continue reading
Posted in authenticity, brand essence, cause marketing, loyalty, public relations
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Does mocking its target customers sell cars for Toyota?
When my kids were very young, I read a book by Hugh O’Neill called Daddy Cool: How to Ride a Seesaw with Dignity, Wear a Donald Duck Hat with Style, and Sing “Bingo Was His Name-O” with Panache. The stories … Continue reading
Posted in advertising, strategy
3 Comments
ChalkBot remembers Mom
Nike’s Chalkbot may be the perfect convergence of technology, social media, and cause marketing. Essentially a pneumatic chalk-paint sprayer driven by a computer, ChalkBot takes messages from around the world via text messaging, Facebook, Twitter and the LiveSTRONG web site, … Continue reading
Posted in cause marketing, event marketing, health care, interactive marketing, promotion, social media
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