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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: packaging
Most popular posts of 2011
This month BrandSTOKE is three-years-old. At the upper end of the toddler years, it enjoys improved motor and language skills. Though still developing emotionally, BrandSTOKE is growing more confident while exploring its environment. Thank you for continuing to subscribe, read … Continue reading
Posted in advertising, art direction & design, authenticity, brand essence, budgeting, copywriting, health care, identity, loyalty, packaging, promotion, public relations, research, retail, roi, simplicity, social media, standards, strategy
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Allstate shoplifts from Progressive
Symbolizing hard-to-understand services as hands-on packaged goods is not a new idea. However, in the property-and-casualty insurance industry, Progressive has claimed the strategy as its own. Incessantly quirky sales clerk Flo presides over Progressive’s gleaming white “store,” stocked to the … Continue reading
Posted in advertising, packaging, strategy
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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 … Continue reading
Posted in brand essence, loyalty, packaging, retail
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I see dead people on cigarette packs
Whatever happened to the Marlboro Man? Beginning September 2012, the Food and Drug Administration will require more prominent health warnings on all cigarette packaging and ads in the U.S. And by “health warnings,” they mean very explicit, very large, full-color … Continue reading
Posted in art direction & design, health care, packaging
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Monster xylophone invades Japan
If a wooden ball rolls down a 50-foot-long tilted xylophone in a forest, does it make a sound? Yes. In fact, it plays Bach’s Cantata 147 (Jesu, Joy of Man’s Desiring). If you haven’t seen this remarkable video, it’s worth … Continue reading
Posted in advertising, packaging
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Border wars: Where’s the Mexican beef?
Interesting timing, eh? While Taco Bell defends the quality of its beef, Chipotle goes for the jugular with its “Gold Ingredients” campaign. According to Advertising Age, the lawsuit against Taco Bell claims that its products “are actually made with an … Continue reading
Posted in advertising, authenticity, cause marketing, packaging, promotion, public relations, retail, strategy
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