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
-
-
Category Archives: loyalty
Repost: Do artisan brands lose their fans when sold to conglomerates?
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Burt’s Beeswas started in Dexter, Maine, in 1984 by Burt Shavitz, a beekeeper, and Roxanne Quimby. Their lip balm and other natural products were an offshoot of Burt’s backwoods honey business. Similarly, Tom and Kate Chappell decided to make and sell the first natural toothpaste, Tom’s of Maine, in rural Kennebunk in 1975. They started with a $5,000 loan and the philosophy that their personal care products would not harm the environment. (See post.) In Santa Cruz, George Steltenpohl and two fellow musicians, … Continue reading
Posted in authenticity, brand essence, cause marketing, loyalty, public relations
Comments Off
Repost: What every non-marketer should know about branding
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: The words “brand” and “branding” are thrown around in casual conversation so frequently now that I’m still surprised to find not every business person knows what they mean. (In fairness though, I don’t understand supply-chain logistics.) Some business managers refer to their products as brands, probably a carryover from the early P&G days. Some still think their logo, package or trademark is the brand. Some mistakenly believe they have total control of their customer’s brand experience. And many think branding is just another … Continue reading
Posted in brand essence, loyalty, roi, standards, strategy
6 Comments
Lowe’s blows stuff up
Do you remember those papers you threw away when you bought the new grill? The assembly manual, the instructions, the warranty info? And the exploded view? Lowe’s has turned all of those exploded views into a new TV spot (below) to promote MyLowes, its “revolutionary new way to keep track of, organize and manage your entire home.” At MyLowes, you can store your Lowe’s purchase records, home improvement project plans, shopping lists, room dimensions, paint colors, measurements, how-to articles, and more, all in one place. While you’re busy building a new deck, Lowe’s is hoping to build some brand loyalty.
Posted in advertising, loyalty, retail
5 Comments
The secret to branding: Keep it under your hat
I intended to buy a hat to wear when traveling outdoors. Instead, I got a brand experience. And an owner’s manual. My new Tilley hat showed up in the mail this week, touting all of the expected advantages. It blocks UV rays, repels rain, floats, ties on, won’t shrink, is washable, and crushes flat for packing. But Tilley doesn’t stop there. The hat was accompanied by: 1. An Insurance Policy If a hat is lost, stolen or destroyed within two years of purchase, Tilley will replace it for 50% of the current price. A smart way to add value … … Continue reading
Posted in brand essence, loyalty, packaging, retail
1 Comment
From sampler to addict: the degrees of brand loyalty
Although there is no universal standard for determining a brand’s value (see earlier post), any legitimate equation must include loyalty. Building loyalty is, after all, the sole purpose of branding. Loyalty is most relevantly measured in terms of frequency of purchase. Frequency varies widely by category. Car owners may buy only every couple of years; snack-food consumers multiple times a day. We are more loyal to some brand categories than others. For example, we care more about which brand of cereal we eat than where we bank. (See Brand Keys’ latest Customer Loyalty Engagement Index here.) The degree of loyalty … Continue reading
Posted in loyalty
Comments Off
Brand authenticity: the “real” story
Is Miller beer “genuine?” Is Coke the “real” thing? Brand authenticity was a buzz-phrase even before the recession, as marketers sought to understand how strong brands succeed in building loyalty with consumers. Some brands are genuinely perceived as, well, genuine. But what does that mean? Authenticity is being true to one’s own character and values in the face of external pressure. For brands, this means standing for something beyond profit-taking. Something that never changes, even during tough times. Numerous marketing experts have considered brand authenticity. They agree on two points: Brands have been selling authenticity since the beginning of marketing. … Continue reading
Posted in authenticity, brand essence, loyalty
Comments Off