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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: cause marketing
Can Coke save its polar bears?
Pacific Life is saving the whale. Lacoste is saving the croc. Big Ass Fans is saving the donkey. Can The Coca-Cola Company save the polar bear? In 1993, Coke launched its “Always Coca-Cola” campaign, featuring warm-and-fuzzy computer-animated polar bears drinking … Continue reading
Posted in advertising, cause marketing, identity, public relations
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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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Repost: Patagonia, they also sell clothes
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 … Continue reading
Posted in brand essence, budgeting, cause marketing, loyalty, mass media, promotion, retail, social media
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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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Screw sustainability! Let’s eat!
Legal Sea Food’s controversial new ad campaign is either a jab at conservationists, a joke for seafood lovers, or, more likely, a clever play for attention. In TV (below) and print, the campaign presents the sustainability of fish this way: … Continue reading
Posted in advertising, cause marketing, public relations
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Smoke cigs and save the environment
Do you make a point to patronize brands that are eco-friendly? If so, then sit back and light up an American Spirit cigarette, assured in the knowledge you are reducing the carbon footprint. Santa Fe Natural Tobacco Company, the manufacturer … Continue reading
Posted in brand essence, cause marketing, public relations, strategy
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