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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: September 2010
Engaging or informing: Which creative approach is the lemon?
To compare the two approaches, look at these print ads. They are identical except for the headlines. Which ad are you more inclined to read? The “Lemon” ad, at least in the early 1960s, was considered daring. Imagine the nerve … Continue reading
Posted in advertising, copywriting, simplicity, strategy
2 Comments
The no-brainer radio station format no one thought of
About four or five years ago, I had an idea for a no-fail radio station format. It’s so obvious I can’t believe no one else has thought of it. I’ll give it to you here for free. Consider the following: … Continue reading
Posted in mass media
1 Comment
The Sex Pistols (gasp!) sell out!
What do we want from our artists? Every generation rebels against the status quo in its own distinctive manner, accompanied by its own soundtrack. Every subculture — beatniks, rockers, mods, hippies, punks and hip-hoppers — reveres its poets and minstrels. … Continue reading
Posted in advertising, authenticity
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Dissing the Boomers
At the mention of AARP, do you conjure geezers? Orthopedic shoes and rocking chairs? So do I. And I’m eligible for membership (age 46+). Time marches on, and apparently, I too am now old. Although I’m quick to point out … Continue reading
Posted in advertising, loyalty, strategy
1 Comment
Vote for the most annoying insurance spokes-character
In the insurance industry, characters are multiplying faster than claims. And not all of them are crowd-pleasers. Joining the lizards, ducks and dogs are: Mayhem, a reckless new character, who has shoved perennial Allstate spokesperson Dennis Haysbert into the backseat … Continue reading
Posted in advertising
3 Comments