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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
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Category Archives: cause marketing
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 of additive-free American Spirit, calls itself “the most environmentally responsible tobacco company on the planet.” Clever brand positioning, eh? Here are some of Santa Fe’s earth-friendly, socially conscious initiatives: The company’s Purity Residue Clean (PRC) program practices environmentally friendly cultivation. Its tobacco is grown by independent organic farmers using fertilizers and pesticides that break down quickly. After the tobacco cures, … Continue reading
Posted in brand essence, cause marketing, public relations, strategy
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Patagonia sells music for the planet
Of the four navigation tabs on Patagonia‘s homepage, only one leads to its outdoor clothing store. The rest, in one way or another, point to Patagonia’s apparent real priority — environmentalism. A new tab, Patagonia Music, now offers exclusive songs by world-class musicians, the sale of which benefits non-profit environmental groups. Donating artists include Bonnie Raitt, Jon Cleary, Zac Brown Band, Jack Johnson, Brandi Carlile, Abigail Washburn, Ziggy Marley, Maroon 5, Toad the Wet Sprocket, Pearl Jam, Philip Glass, and numerous others. The green charities are selected by the individual artists. The fundraising effort also involves a dedicated iPhone app, … Continue reading
Posted in authenticity, brand essence, cause marketing, public relations
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Border wars: Where’s the Mexican beef?
Interesting timing, eh? While Taco Bell defends the quality of its beef, Chipotle goes for the jugular with its “Gold Ingredients” campaign. According to Advertising Age, the lawsuit against Taco Bell claims that its products “are actually made with an ominous-sounding, fright-inducing conglomeration called ‘taco meat filling,’ which mainly consists of ‘extenders’ and other non-meat substances such as ‘isolated oat product.’” The class-action suit accuses Taco Bell of false advertising for claiming to use “seasoned beef” or “seasoned ground beef.” “Taco meat filling is not beef,” the complaint says. Taco Bell addressed the charges in a full-page ad, entitled, “Thank … Continue reading
Posted in advertising, authenticity, cause marketing, packaging, promotion, public relations, retail, strategy
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Subaru shares the love through cause marketing
Subaru owners “are not buying things, but experiences,” says Chief Marketing Officer Tim Mahoney. One of those brand experiences, according to its research, is supporting community causes. That’s why Subaru brought back its successful “Share the Love” charitable-giving event for the third consecutive year. The current campaign runs until January 3, 2011. Subaru will donate $250 for every new vehicle sold or leased to the customer’s choice of five charities: The American Society for the Prevention of Cruelty to Animals (ASPCA) Big Brothers Big Sisters Habitat for Humanity Meals On Wheels Association of America Ocean Conservancy The strategy of supporting … Continue reading
Posted in advertising, cause marketing, event marketing, promotion, public relations, research
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Where has your box been? Ask Columbia.
A package I received recently from Columbia Sportwear displayed a large green sticker encouraging me to reuse the cardboard box it came in. By scanning the QR (quick response) code on the decal or entering the code number at the web site, A Box Life, I could track on a map the carton’s previous travels. As of this post, A Box Life has tracked over 3,300 boxes, over 1,700 of which have been reused. Columbia created the program to keep cardboard boxes in use longer and reduce the impact of box manufacturing on the environment. It’s a logical move for … Continue reading
Posted in brand essence, cause marketing, packaging
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Health-care reform apparently involves lots of dancing
What is it about life-or-death medical situations that make you want to burst into song? Ask the Laryngospasms, a singing group from Minnesota composed of anesthesiologists. Their string of medical song parodies landed them a shot on America’s Got Talent. They’re not alone. You can hardly swing a deductible these days without hitting a singing nurse or technician. Performing health-care professionals abound on YouTube, representing the Baylor University Louise Herrington School of Nursing, UAB Hospital Emergency Department, Southwestern Vermont Health Care, Gwinnet Urgent Care, and so on. Do you find singing about life-threatening surgery entertaining or offensive? How far is … Continue reading
Posted in cause marketing, health care, social media
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