Archives
Categories
“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
-
-
Category Archives: event marketing
Repost: Advertising’s swimsuit competition, the Super Bowl
Let’s be honest. This week, when we chat online or around the water cooler about the Super Bowl commercials, we will not be judging them based upon which are most effective at doing what they are supposed to be doing, … Continue reading
Posted in advertising, event marketing, mass media, roi
Leave a comment
Proud sponsor of plagiarized taglines
Brands used to pay hefty fees to be sponsors of major attractions, such as the Super Bowl. One reason: They benefit by borrowing brand equity from the event. Turns out, there’s a much cheaper alternative. Many brands, for nothing, are … Continue reading
Posted in advertising, brand essence, copywriting, event marketing
1 Comment
Cobranding with God
Looking for a new channel to promote your brand? Try a pre-event prayer. Pastor Joe Nelms gave sponsors Dodge, Toyota, Ford, Rausch Yates, General Motors, Sunoco, and Goodyear some divine promotional mentions in his pre-race prayer at the recent Federated … Continue reading
Posted in event marketing, promotion
Comments Off
Boston Marathon strengthens its brand
For marathoners, running the Boston Marathon is the Holy Grail. A grail that, starting next year, will be further out of reach. The reason participation in Boston is so coveted is because it is the only marathon that requires runners … Continue reading
Posted in authenticity, brand essence, event marketing, loyalty, strategy
Comments Off
Which Super Bowl advertiser is more American: BMW or Fiat?
Does it make sense that a European car company would claim to be American? Sure it does, if it wants to sell cars to protectionist-minded American consumers. In its Super Bowl spot, BMW plays the patriot card, touting the California … Continue reading
Posted in advertising, authenticity, event marketing
Comments Off
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 … Continue reading
Posted in advertising, cause marketing, event marketing, promotion, public relations, research
Comments Off