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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: management
Differentiate or … muddle along?
“Differentiate or die” became a popular marketing buzz-phrase, following the release of the book by the same name. However, a third (and I think more prevalent) course is simply muddling along. Many, if not most, organizations seems to linger in … Continue reading
Posted in brand essence, budgeting, loyalty, management, roi, strategy
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Top ten posts out of first 100
For me, it is informative and sometimes intriguing to see which posts you are most interested in reading. Following are the top ten posts since the launch of BrandSTOKE, according to page views: 9 criteria for brand essence and the … Continue reading
Posted in advertising, art direction & design, book reviews, brand essence, identity, management, packaging, strategy
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The true value of your brand and how it should be figured
You already know intangibles are the difference between one brand and another. But do you know how much those intangible assets add to the financial value of your brand? It used to be that brands were valued based primarily upon … Continue reading
Posted in brand essence, loyalty, management, roi
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Integration vs. specialization: Who wants the hot seat?
How do you decide between working with a full-service, integrated marketing firm or an array of specialists? (See recent post on the meaning of the terms full-service, integrated, channel-neutral and hybrid.) Consider the difference between a department store, such as … Continue reading
Posted in budgeting, client-agency relationships, management, strategy
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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 … Continue reading