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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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Category Archives: art direction & design
What if your brand’s icon becomes extinct?
If all crocodiles die off, will Lacoste still embroider them on their shirts? And will we still wear them? The more than 300 large brands that use images of rhinos, elephants, tigers, pandas, turtles, wolves, etc., for logos may face … Continue reading
Posted in art direction & design, cause marketing, identity
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Most popular posts of 2011
This month BrandSTOKE is three-years-old. At the upper end of the toddler years, it enjoys improved motor and language skills. Though still developing emotionally, BrandSTOKE is growing more confident while exploring its environment. Thank you for continuing to subscribe, read … Continue reading
Posted in advertising, art direction & design, authenticity, brand essence, budgeting, copywriting, health care, identity, loyalty, packaging, promotion, public relations, research, retail, roi, simplicity, social media, standards, strategy
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I see dead people on cigarette packs
Whatever happened to the Marlboro Man? Beginning September 2012, the Food and Drug Administration will require more prominent health warnings on all cigarette packaging and ads in the U.S. And by “health warnings,” they mean very explicit, very large, full-color … Continue reading
Posted in art direction & design, health care, packaging
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Is Starbucks strong enough to drop its name?
The swoosh, the arches, the apple … and now the mermaid. Starbucks is attempting to join an elite group of brands recognized worldwide by their symbols alone. Is its brand identity as powerful as those of Nike, McDonald’s and Apple? … Continue reading
Posted in art direction & design, identity, packaging, retail, simplicity, standards
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Packaging that unsells: The FDA gets graphic with cigs
Will images of dead bodies on cigarette packs discourage tobacco sales? We’ll find out soon. The Food and Drug Administration, as required by the Tobacco Control Act, will require changes to cigarette packaging and advertising in June 2011. Mandatory will … Continue reading
Posted in art direction & design, health care, packaging
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Show us your Nationwide Insurance tattoo!
Thinking about some new ink? Instead of the usual dragon, barbed wire or butterfly, why not a Nationwide Insurance logo? Although corporate trademarks are rare in the world of stained skin, Nationwide’s wouldn’t be the first. … Continue reading
Posted in art direction & design, brand essence, event marketing, health care, promotion
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