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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: promotion
Repost: Patagonia, they also sell clothes
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: There are brands and then there are affinity brands. The difference? Community. You don’t just experience an affinity brand. Your identity is enmeshed with it. You are a proud member of the club. “Cult Brands aren’t just companies with products or services to sell,” says BJ Bueno, co-author of The Power of Cult Branding: How 9 Magnetic Brands Turned Customers into Loyal Followers. “To many of their followers, they are a living, breathing surrogate family filled with like-minded individuals.” Few brands exemplify affinity … Continue reading
Posted in brand essence, budgeting, cause marketing, loyalty, mass media, promotion, retail, social media
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What Corona did on its summer vacation
Strong brands often “own” a word. Corona Extra’s word is beach. And why not? For many people, beaches connote fun, relaxation, and getting away from the real world. Good images to associate with drinking beer. “White beaches, gentle waves, a guy and a girl relaxing seaside — these have long been symbols of the escape mindset associated with Corona,” Jim Sabia, executive vice president of marketing, Crown Imports, told PR Newswire. For you, picturing your favorite beach is probably easy. For the residents of Bulin, China, it is impossible. They live farther away from a beach than anyone on earth … Continue reading
Posted in brand essence, promotion
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Cobranding with God
Looking for a new channel to promote your brand? Try a pre-event prayer. Pastor Joe Nelms gave sponsors Dodge, Toyota, Ford, Rausch Yates, General Motors, Sunoco, and Goodyear some divine promotional mentions in his pre-race prayer at the recent Federated Autoparts 300. Most marketing experts agree that product mentions within prayers do not constitute outright endorsements by the Almighty. However, brands mentioned in context with the Supreme Being may benefit through the so-called “halo” effect.
Posted in event marketing, promotion
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Break through the clutter with … silence
A lot of advertising screams to get your attention. Which is why this spot from Mutual of Omaha is so riveting. You’re watching a program on TV. The surrounding advertising seems even louder. Then you are confronted with absolute stillness. At first, you think there is a technical difficulty. Then you catch on. A commercial with no audio. You can’t look away. The spot is part of Mutual of Omaha’s “Aha Moments” campaign, a celebration of the instants “where you gain real wisdom — wisdom you can use to change your life.” Watch other “aha moments” here. With sound.
Posted in advertising, promotion, simplicity
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When only big-ass branding will do
There are brand names … and then there is Big Ass. As should be expected, the Big Ass Fan Company makes fans. Extremely big ones. How did it get its name? According to the Big Ass website, “We started in 1999 as the HVLS Fan Company, but after 3 years in business, we finally had to bow to the sentiments of our customers and concede that we do, in fact, design and manufacture some really Big Ass Fans.” Initially, the name generated complaints. “It’s amazing how little flak we get for it anymore,” says CEO Carey Smith. Located in Lexington, … Continue reading
Posted in promotion, simplicity
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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 ominous-sounding, fright-inducing conglomeration called ‘taco meat filling,’ which mainly consists of ‘extenders’ and other non-meat substances such as ‘isolated oat product.’” The class-action suit accuses Taco Bell of false advertising for claiming to use “seasoned beef” or “seasoned ground beef.” “Taco meat filling is not beef,” the complaint says. Taco Bell addressed the charges in a full-page ad, entitled, “Thank … Continue reading
Posted in advertising, authenticity, cause marketing, packaging, promotion, public relations, retail, strategy
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