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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: event marketing
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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Best posts of 2010
This month BrandSTOKE is Terrible Two. Better put the breakables out of reach. 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: On brand building: Why so few brands get it right Why intangibles are the more sustainable competitive advantages To inspire brand loyalty, ask why, not how. The true value of your brand and how it should be … Continue reading
Posted in advertising, authenticity, brand essence, copywriting, event marketing, health care, loyalty, promotion, retail, strategy
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Beatlemania 2.0
Or is that 3.0? The Beatles’ songbook is finally available to download from iTunes. (Fascinating to watch is the group’s first U.S. concert, offered for free. It is amusingly low-tech by today’s standards — tiny speakers on stage, no guitar techs, no security. In 1964, the suited-up Fab Four even had to move their own equipment!) Forty-six years later, the Magical Mystery Tour continues. This month, as part of its American Masters series, PBS examines the time John Lennon lived and recorded in New York City during the 1970s. Also, this month, Paul McCartney is reissuing 1973′s Band On The … Continue reading
Posted in authenticity, event marketing, loyalty, promotion, standards
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Show us your Nationwide Insurance tattoo!
Thinking about some new ink? Instead of the usual dragon, barbed wire or butterfly, why not a Nationwide Insurance logo? Although corporate trademarks are rare in the world of stained skin, Nationwide’s wouldn’t be the first. That honor may belong to Harley-Davidson. Harley is the only brand on a list of the top 50 most popular tattoo designs, probably because it has become an icon for personal freedom and perhaps rebellion. Expressing individuality is an oft-cited reason for getting a tattoo. Along with high blood-alcohol content. This may explain why beer logos are among popular designs … Continue reading
Posted in art direction & design, brand essence, event marketing, health care, promotion
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ChalkBot remembers Mom
Nike’s Chalkbot may be the perfect convergence of technology, social media, and cause marketing. Essentially a pneumatic chalk-paint sprayer driven by a computer, ChalkBot takes messages from around the world via text messaging, Facebook, Twitter and the LiveSTRONG web site, and sprays them in yellow on the roads of the Tour de France during the event. According to The Inspiration Room blog, the system includes a text-message interface, web-based queue and approval system for tour officials, onboard machine and nozzle control, spray mechanism, camera and GPS capture system, and Twitter integration. (See how it works below.) The messages generally support … Continue reading
Clean Bottle awareness summits at Tour de France
At this year’s Tour de France, Bottle Boy was a hit. Bottle Boy represents Clean Bottle, a new reusable sports bottle that unscrews at both ends. The rather simplistic design concept makes the job of cleaning residue out of the bottom of the bottle easy and helps prevent mold, a concern among runners, cyclists, hikers, and other athletes. The product is available through REI and others. Clean Bottle launched only months ago with a limited budget. So Dave Mayer, founder, built the five-foot-tall Bottle Boy costume and booked a flight to the Tour de France. On twelve of the stages, … Continue reading
Posted in event marketing, packaging, promotion, social media
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