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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: interactive marketing
P&G brands … itself?
Procter & Gamble, the inventor and best known practitioner of brand management, is finally getting around to branding itself. In its first-ever corporate campaign, 17 of P&G’s brands are featured under its singular umbrella. In partnership with the U.S. Olympic Committee, P&G is running two new TV spots and an accompanying multi-channel campaign during the Winter Games. Well known as the largest advertiser in the world, P&G has previously executed its marketing brand by brand. It is often cited as the premier example of a “house of brands.” Until now, with the exception of tags at the end of TV … Continue reading
Posted in advertising, event marketing, interactive marketing, promotion, retail, strategy
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And the winner is … Google
In its Super Bowl commercial, Google tells an engaging little story of romance with simplicity and elegance. Appropriately, it uses keywords and search results only. Its logo is onscreen almost the entire time, while it demonstrates several of its features and benefits. It effectively offsets Bing’s recent efforts at malignment. Not only was the spot inexpensive to produce, but it stood out from the sophomoric humor and over-the top production of the majority of the commercials. Erik Sherman, in his negative review of the spot at BNET, misses the point that by airing the spot in the Super Bowl, Google … Continue reading
Tour de Tweets
The 2009 Tour de France, highlighted by Lance Armstrong’s return, may be remembered as much for being the first sporting event in history to fully integrate social media into the competition and the coverage. Nearly every one of the 20 teams blogged and tweeted (e.g., Garmin-Slipstream and Astana). Numerous riders and team managers tweeted as well (e.g., Levi Leipheimer, Andy Schleck, and Johan Bruyneel. (For examples of Twitter use by riders, see Dara Kerr’s post at CNET News.) Active.com combined tweets from all of the participating riders and managers into one stream. Armstrong, a skilled promoter, was most prolific. In … Continue reading
Is channel-neutral the new integrated?
Marketing firms used to refer to themselves as “full-service.” Then they were “integrated.” Now they are “hybrid” and “channel-neutral.” And once again “integrated.” What’s the difference? Full-service means all of the services one might expect a marketing firm to offer are in-house. The firm does not specialize in any one function, such as media-buying or PR. Integrated marketing, according to the American Marketing Association, is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” Today, the concept includes … Continue reading
12 things to do before the upturn
Sales are flat. Travel is canceled. Your budget has been cut. It’s a good time to do some housekeeping. With an eye toward the eventual upturn, here are 12 tips to get your strategic marketing plan ready: Take the time to retreat with senior leadership and strategize now. Think long-term. Audit your competitors. Talk to your customers. Conduct a satisfaction survey. Review your customer relationship management (CRM) program. Rebuild your database. Ask for email addresses and mobile numbers. You’ll need them soon. Update your brand positioning and message strategies. Review and update your advertising and sales materials. Or at least … Continue reading
Posted in advertising, budgeting, interactive marketing, mass media, research, social media, strategy
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In defense of traditional media
Bashing traditional advertising media is popular now. Viewership, listenership, and readership is declining. It’s expensive. The kids ignore it — it skews old. Usage of the internet continues to usurp time spent with other media. All true. But mass media does something very well — it reaches a lot of people. Traditional media is ideal for launching new products, building awareness, and pushing trial. True, it can’t go 1:1 with consumers, but it can target geographically, demographically, and psychographically, as well as by daypart. Radio didn’t kill TV. Cable didn’t kill broadcast. Satellite didn’t kill cable. And interactive won’t kill … Continue reading
Posted in advertising, interactive marketing, mass media
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