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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: book reviews
Selling buzzwords, not brands
A recent article in AdWeek addresses a point I made in earlier posts: Brand essence by every other name Like diagrams? Then branding is for you! That is, marketing consultants are disserving their clients by creating a bewildering profusion of … Continue reading
Posted in book reviews, brand essence, client-agency relationships, simplicity
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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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“We’re number 18!” Do rankings matter?
I recently saw an outdoor board in another city touting a local hospital’s heart program as one of the 100 best in the nation. 100? Cleverly, I deduced there are 99 better ones. When my kids were visiting colleges, I … Continue reading
Posted in advertising, book reviews, brand essence, education, health care
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Absolut Strategy.
BrandSTOKE Book Review: ♦♦♦ The Absolut Vodka ad campaign is so well established and formulaic that it now seems as if any art director could develop a new ad in the series. Even Richard W. Lewis, author and account director, … Continue reading
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The 4 mutable laws of branding
BrandSTOKE Book Review: ♦♦ In Pirates of the Caribbean: The Curse of the Black Pearl, Captain Barbossa informs Elizabeth that the Pirates’ Code is “more what you’d call ‘guidelines’ than actual rules.” And so it is with The 22 Immutable … Continue reading
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Is Ogilvy still relevant in the Interactive Age?
BrandSTOKE Book Review: ♦♦♦♦ “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” As one might expect from David … Continue reading
Posted in book reviews
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