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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: guest posts
Your social media marketing linchpin: branding
I’m pleased to share the following guest post by Gary Moneysmith. At the time of posting, Gary was the Interactive Strategy Director and social media guru at Conrad | Phillips | Vutech (where I work). Be sure to visit his … Continue reading
Posted in art direction & design, brand essence, guest posts, mass media, social media, standards
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Setting social media up for failure: Don’t advertise
I’m pleased to share the following guest post by Gary Moneysmith. At the time of this posting, Gary was the Interactive Strategy Director and social media guru at Conrad | Phillips | Vutech (where I work). Be sure to visit … Continue reading
Posted in advertising, budgeting, guest posts, mass media, social media
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