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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: simplicity
7 reasons why most advertising fails
Advertising exists to influence behavior. Period. Much of it doesn’t. Here are the most common reasons why: Super Bowl Syndrome Have you ever recalled a funny TV spot but forgot the advertiser? Many marketers get so caught up in being entertaining they forget to sell, as is the case with many Super Bowl spots. Ad creative should be inextricably linked to the selling proposition. Lots of Explosions and No Plot That’s how some movies are reviewed, and the description fits many ads too. A special effect is a thin disguise for the lack of an idea. Technology has placed numerous … Continue reading
Posted in advertising, brand essence, copywriting, roi, simplicity
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UPS claims ownership of the word “logistics”
To dominate a category of products or services, brands are often advised to “own” the word or words used to describe the category. For example, Crest, the first toothpaste with fluoride, created the “no cavities” toothpaste category. Volvo laid claim to “safety,” a position it continues to hold despite its current dalliance with the luxury category. Domino’s owns the concept “home delivery,” Google owns “search,” and Nordstrom “service.” Now, UPS is claiming ownership of “logistics.” UPS Chairman and CEO Scott Davis told The Wall Street Journal he was inspired to create the campaign because 70% of UPS customers in the … Continue reading
Posted in advertising, brand essence, simplicity, strategy
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Three tuna clients = too many messages
Imagine the difficulty the Tuna Council‘s agency, Grey New York, found itself in — three clients (StarKist, Bumble Bee and Chicken of the Sea) each giving direction on the same TV campaign. Client #1: “It’s all about product! Tuna in burgers, salads, tacos … Show lots of product!” Client #2: “Gotta push the benefits! Tuna is healthy! It helps you lose weight! It’s good for your heart!” Client #3: “Let’s not get too serious! Make it funny! Make it quirky! Entertainment sells!” The solution: include all three client directives in each 30-second spot. The result: frantic, unfocused creative that tries … Continue reading
Posted in advertising, copywriting, simplicity
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What Keith Richards’ “Life” teaches about branding
Mick Jagger may be the mastermind behind the Rolling Stones’ money-making efficacy, but Keith Richards is, per my read of his autobiography, Life, the nurturer of the Stones’ brand experience. Beyond the tales of drug abuse, debauchery and infighting are some worthwhile tips for brand managers who would like to emulate the group’s 50 years of category dominance: Have a vision. The Stones originally wanted to be the best (read: hardest-edged) rhythm-and-blues cover band in London, period. Not the best pop band — leave that to the Beatles. And it wasn’t about getting rich. “We hated money,” says Richards. While … Continue reading
Posted in authenticity, brand essence, simplicity, strategy
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Is Starbucks strong enough to drop its name?
The swoosh, the arches, the apple … and now the mermaid. Starbucks is attempting to join an elite group of brands recognized worldwide by their symbols alone. Is its brand identity as powerful as those of Nike, McDonald’s and Apple? The new logo, unveiled this week, drops both the name “Starbucks” and the category identifier “coffee,” leaving the mermaid alone to identify the brand on its omnipresent paper cup. Elimination of the word “coffee” from the name allows Starbucks more latitude to line-extend. As CEO Howard Schultz said, “Starbucks will continue to offer the highest-quality coffee, but we will offer … Continue reading
Posted in art direction & design, identity, packaging, retail, simplicity, standards
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Being your wurst
How transparent of an enterprise is this? On a recent trip, I spotted a bratwurst vendor with this portable, wearable grill. A restaurant on two feet. An article in The New York Times says the grill unit, including a small propane tank and umbrella, weighs 44 pounds. Must be a little warm around the nether region. The vendor manages every function in plain view — inventory control, production, quality assurance, logistics, marketing, sales, distribution, and finances. Talk about personal branding. To mobilize your next tailgate party, buy your wearable grill here and serve ‘em up hot while strolling to the … Continue reading
Posted in authenticity, simplicity
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