Category Archives: brand essence

Movie quiz: Match the ad claim with the film

Posted on January 10, 2012 by Kirk

Feel like a movie? See if you can match the following films, now playing, with the blurbs used in their advertising. (Answers below.) Movies 1. Extremely Loud & Incredibly Close 2. The Girl with the Dragon Tattoo 3. Tinker Tailor Soldier Spy 4. War Horse 5. A Separation 6. A Dangerous Method 7. The Iron Lady 8. Young Adult 9. J. Edgar 10. The Muppets Ad Blurbs a. “One of the Best Films of the Year” b. “One of the Best Films of the Year” c. “Easily One of the Year’s Best Pictures!” d. “Best Picture of the Year” e. … Continue reading →

Posted in advertising, brand essence, copywriting, promotion | Comments Off

Most popular posts of 2011

Posted on December 6, 2011 by Kirk

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 and comment. If you have any suggestions for improving the blog, please let me know. In celebration of reaching this milestone, here’s a list of some of the most popular posts as well as a few personal favorites from the last twelve months: 12 most poplar posts of 2011: Pandora and the certainty of commoditization 7 common branding workshop pitfalls … 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 | Comments Off

Repost: Why intangibles are the more sustainable competitive advantages

Posted on November 17, 2011 by Kirk

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Once upon a time it was possible to differentiate a product or service by having a tangible advantage. “Tangible” means it can be seen, heard, tasted, smelled, or touched. Like a more powerful engine. A sleeker design. A secret recipe. The problem with tangible advantages is, with today’s technology, they can quickly and easily be replicated. Companies that base their brand essence solely on material differences struggle to keep a step ahead of competitors. Apple is a case in point. Known for its … Continue reading →

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Repost: Patagonia, they also sell clothes

Posted on November 10, 2011 by Kirk

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: There are brands and then there are affinity brands. The difference? Community. You don’t just experience an affinity brand. Your identity is enmeshed with it. You are a proud member of the club. “Cult Brands aren’t just companies with products or services to sell,” says BJ Bueno, co-author of The Power of Cult Branding: How 9 Magnetic Brands Turned Customers into Loyal Followers. “To many of their followers, they are a living, breathing surrogate family filled with like-minded individuals.” Few brands exemplify affinity … Continue reading →

Posted in brand essence, budgeting, cause marketing, loyalty, mass media, promotion, retail, social media | 4 Comments

Repost: Do artisan brands lose their fans when sold to conglomerates?

Posted on November 8, 2011 by Kirk

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 were an offshoot of Burt’s backwoods honey business. Similarly, Tom and Kate Chappell decided to make and sell the first natural toothpaste, Tom’s of Maine, in rural Kennebunk in 1975. They started with a $5,000 loan and the philosophy that their personal care products would not harm the environment. (See post.) In Santa Cruz, George Steltenpohl and two fellow musicians, … Continue reading →

Posted in authenticity, brand essence, cause marketing, loyalty, public relations | Comments Off

Repost: What every non-marketer should know about branding

Posted on November 3, 2011 by Kirk

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: The words “brand” and “branding” are thrown around in casual conversation so frequently now that I’m still surprised to find not every business person knows what they mean. (In fairness though, I don’t understand supply-chain logistics.) Some business managers refer to their products as brands, probably a carryover from the early P&G days. Some still think their logo, package or trademark is the brand. Some mistakenly believe they have total control of their customer’s brand experience. And many think branding is just another … Continue reading →

Posted in brand essence, loyalty, roi, standards, strategy | 6 Comments