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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: February 2010
Olympic scorecard: how to judge ambush marketing
For the organizers of the Winter Olympics, the pressure is on. They are fighting to defend their sponsors against ambush marketing at the Games. (Ambush marketers attempt to attach their brand to a major event without paying for the right … Continue reading
Posted in advertising, event marketing, mass media, promotion, retail, strategy
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Ambush marketing: dirty play at the Olympics?
Some of the most heated competition at the Winter Games is taking place off the ice. Official Olympic sponsors McDonald’s and AT&T are charging rivals Subway and Verizon with unsportsmanlike conduct. In Verizon’s current TV spot, two speed skaters race … Continue reading
Posted in advertising, event marketing, promotion, strategy
2 Comments
P&G brands … itself?
Procter & Gamble, the inventor and best known practitioner of brand management, is finally getting around to branding itself. In its first-ever corporate campaign, 17 of P&G’s brands are featured under its singular umbrella. In partnership with the U.S. Olympic … Continue reading
Posted in advertising, event marketing, interactive marketing, promotion, retail, strategy
1 Comment
And the winner is … Google
In its Super Bowl commercial, Google tells an engaging little story of romance with simplicity and elegance. Appropriately, it uses keywords and search results only. Its logo is onscreen almost the entire time, while it demonstrates several of its features … Continue reading
Advertising’s swimsuit competition: the Super Bowl
Let’s be honest. This week, when we chat online or around the water cooler about the Super Bowl commercials, we will not be judging them based upon which are most effective at doing what they are supposed to be doing, … Continue reading
Posted in advertising, event marketing, mass media, roi
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The branding of electricity
Electricity is a commodity. And therefore, it sells on price alone. But in 1998, local electric cooperatives from around the country, all of which operate independently, got together to distinguish the electricity they serve from that served by investor-owned utilities. … Continue reading
Posted in advertising, brand essence, budgeting, identity, strategy
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