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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: client-agency relationships
When to hire vs. when to outsource
Whether the economy is in high gear or at a standstill, the debate on whether to hire or outsource is eternal. How do you decide when to add marketing staff and when to farm the work out? It seems to hinge upon four key factors: 1. Who has the expertise? Up to a point, many people believe they can do an adequate job of marketing their own organizations. (The number of business owners appearing in their own TV advertising is proof!) From designing your own business cards to hiring full-time web developers, do it internally and you “own” it. Eventually, … Continue reading
Posted in budgeting, client-agency relationships
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10 new business red flags
Dear Prospective Clients, We would really love to do highly effective work for you that achieves results, makes you and your organization lots of money, and advances your career. Sometimes, however, the way you approach an agency review makes it hard. From experience, we’ve learned that how you handle the review often foreshadows the way you conduct your half of the relationship. Here are ten “red flags” we notice during the review process that tend to give us pause, along with our recommendations on how to get the best from your review: 1. Comparing apples to oranges to pomegranates. Reviewing … Continue reading
Posted in budgeting, client-agency relationships, new business, research
5 Comments