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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: authenticity
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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Repost: Do artisan brands lose their fans when sold to conglomerates?
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Burt’s Beeswas started in Dexter, Maine, in 1984 by Burt Shavitz, a beekeeper, and Roxanne Quimby. Their lip balm and other natural products … Continue reading
Posted in authenticity, brand essence, cause marketing, loyalty, public relations
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Brands with fake IDs
“Weekends filled with swank exuberance. Golf games played between cool cats and consiglieres. Wild innuendo. Repeatable rumors. Wine, women, and usually a song.” Nope, it’s not the lifestyle of Dos Equis’ Most Interesting Man in the World. Nor that of … Continue reading
Posted in advertising, authenticity, brand essence, strategy
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Honda disclaims disclaimers
Legal disclaimers are a joke, especially in TV commercials where they appear too small and too quickly to read unless recorded and paused. They are “the advertising equivalent of having your fingers crossed,” says actor/spokesperson Patrick Warburton in Honda’s new … Continue reading
Posted in advertising, authenticity, copywriting
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Is “bespoke” the ultimate branding?
Once upon a time, every object created by humans was made by hand. Mass production changed all of that. Beginning in the 1920s, machine tools, interchangeable parts and assembly lines made more goods available to more people at lower prices. … Continue reading
Posted in advertising, authenticity, copywriting, retail
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Weiner sued for lying
No, not that Weiner. Oscar Mayer (owned by Kraft Foods) is being sued by Ball Park (owned by Sara Lee) for saying it makes the best hot dog. Imagine the fallout if Sara Lee wins. Will any claim by any … Continue reading
Posted in advertising, authenticity, public relations, research, retail
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