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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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Monthly Archives: August 2009
Is Ogilvy still relevant in the Interactive Age?
BrandSTOKE Book Review: ♦♦♦♦ “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” As one might expect from David … Continue reading
Posted in book reviews
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Which are the best books on marketing?
Every year more books about branding, marketing and advertising are published. Incredibly, entering “branding” into Amazon’s search function generates 55,990 results. “Marketing” generates considerably more. I’m not sure why there is so much proliferation on the topic except that apparently … Continue reading
Posted in book reviews
3 Comments
Why “trusted” isn’t the brand essence
A brand attribute that always surfaces in the 50 or so branding workshops I’ve conducted is “trusted.” Workshop participants feel pleased broaching it. They passionately relate how their customers trust the brand to meet their needs, get it done, do … Continue reading
Posted in brand essence
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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. … Continue reading
Cash for clunker slogans
Time to turn in that old high-mileage, gas-guzzling ad slogan for a new one. Here are some candidates: Acura: Advance Audi: Truth in Engineering Buick: Drive beautiful. BMW: The Ultimate Driving Machine Cadillac: Life, liberty and the pursuit Dodge: Grab … Continue reading
Posted in advertising, copywriting, retail
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