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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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Category Archives: advertising
Repost: 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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Is YouTube the new Super Bowl?
Remember when, in order to see the much anticipated Super Bowl commercials, you had to actually watch the game? Not anymore. Acura unveiled its Super Bowl commercial on Monday. On YouTube. Six days before the game. “In previous years, Super … Continue reading
Posted in advertising, promotion, social media, strategy
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Proud sponsor of plagiarized taglines
Brands used to pay hefty fees to be sponsors of major attractions, such as the Super Bowl. One reason: They benefit by borrowing brand equity from the event. Turns out, there’s a much cheaper alternative. Many brands, for nothing, are … Continue reading
Posted in advertising, brand essence, copywriting, event marketing
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Chobani starts Greek war, wakes giants
Usually, niché players are satisfied to pull small shares away from the category leaders. And usually, category leaders overlook the incursions. Only rarely does the niché grow to challenge the entire category, but this is exactly the case with yogurt. … Continue reading
Posted in advertising, retail, strategy
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Movie quiz: Match the ad claim with the film
Feel like a movie? See if you can match the following films, now playing, with the blurbs used in their advertising. (Answers below.) Movies 1. Extremely Loud & Incredibly Close 2. The Girl with the Dragon Tattoo 3. Tinker Tailor … Continue reading
Posted in advertising, brand essence, copywriting, promotion
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Can Coke save its polar bears?
Pacific Life is saving the whale. Lacoste is saving the croc. Big Ass Fans is saving the donkey. Can The Coca-Cola Company save the polar bear? In 1993, Coke launched its “Always Coca-Cola” campaign, featuring warm-and-fuzzy computer-animated polar bears drinking … Continue reading
Posted in advertising, cause marketing, identity, public relations
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