Category Archives: brand essence

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 | 1 Comment

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

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Most popular posts of 2011

This month BrandSTOKE is three-years-old. At the upper end of the toddler years, it enjoys improved motor and language skills. Though still developing emotionally, BrandSTOKE is growing more confident while exploring its environment. Thank you for continuing to subscribe, read … Continue reading

Posted in advertising, art direction & design, authenticity, brand essence, budgeting, copywriting, health care, identity, loyalty, packaging, promotion, public relations, research, retail, roi, simplicity, social media, standards, strategy | Comments Off

Repost: Why intangibles are the more sustainable competitive advantages

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Once upon a time it was possible to differentiate a product or service by having a tangible advantage. “Tangible” means it can be … Continue reading

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Repost: Patagonia, they also sell clothes

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: There are brands and then there are affinity brands. The difference? Community. You don’t just experience an affinity brand. Your identity is enmeshed … Continue reading

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Repost: Do artisan brands lose their fans when sold to conglomerates?

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Burt’s Beeswas started in Dexter, Maine, in 1984 by Burt Shavitz, a beekeeper, and Roxanne Quimby. Their lip balm and other natural products … Continue reading

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