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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: research
Subaru shares the love through cause marketing
Subaru owners “are not buying things, but experiences,” says Chief Marketing Officer Tim Mahoney. One of those brand experiences, according to its research, is supporting community causes. That’s why Subaru brought back its successful “Share the Love” charitable-giving event for the third consecutive year. The current campaign runs until January 3, 2011. Subaru will donate $250 for every new vehicle sold or leased to the customer’s choice of five charities: The American Society for the Prevention of Cruelty to Animals (ASPCA) Big Brothers Big Sisters Habitat for Humanity Meals On Wheels Association of America Ocean Conservancy The strategy of supporting … Continue reading
Posted in advertising, cause marketing, event marketing, promotion, public relations, research
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Schmoozing the brand samplers
Next time you are practicing your oral hygiene, think about this: Why can’t Colgate and Crest, the two top-selling toothpaste brands, achieve the customer loyalty of Tom’s of Maine? And more importantly, if loyalty is the ultimate purpose for branding (as consultants say), why doesn’t Tom’s of Maine dominate the toothpaste category? Are you familiar with Tom’s? In 1970, Tom and Kate Chappell decided to make and sell their own natural products in rural Kennebunk. They started with a $5,000 loan and the philosophy that their products would not harm the environment. Among other offerings, they launched the first natural toothpaste … Continue reading
Apparently we care about cosmetics, not banks
We care about cereal, not insurance. Vodka not water. Brand Keys, a research firm specializing in customer loyalty and brand engagement, recently released their 2009 Loyalty Engagement Index, a list of rankings of customer loyalty toward 440 brands in 63 categories. In the survey, 26,000 consumers were polled about the degree to which brands were able to meet or exceed their expectations within each category. The results reveal a number of interesting insights. First, loyalty and dominant market share are unrelated. JetBlue and Southwest, for example, tied for the lead in the airlines category, beating the majors. Tom’s of Maine … Continue reading
Posted in loyalty, research, retail, strategy
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“Why” uncover strategic insights?
Small children are notorious for asking “Why?” “Why is the sky blue?” “Why is the grass green?” “Why does Mr. Phillips yell when I play in his yard?” Why questions often send parents scrambling to the library or the internet. Who, what, where and when questions are fine for measuring behavior. Who bought your product? What product? When and where did they buy it? Important to know. Fairly easy to answer. But in order to influence behavior, marketers must know why customers bought. Or why they didn’t. In a recent post, “It’s not a strategy unless there’s a trick,” I … Continue reading
Contrived findings from windowless rooms
Imagine the call: “Hello, this is Margo from Insightful Research. Assuming you are in our target demographic of 35-54-year-old employed female users of financial investment services, would you be available to join a group of complete strangers in a mirrored room and be videotaped spilling your unbiased opinions about our brand in exchange for a $75 incentive?” C’mon. How valuable could the results be? In “Lies, Damn Lies, and Focus Groups,” Daniel Gross, business columnist for Newsweek and Slate, says, “Evidence suggests focus group participants often lie.” One reason, he suggests, is because they are simply eager to please. “They’re … Continue reading
Posted in authenticity, research
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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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