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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: 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
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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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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
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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
Posted in brand essence, loyalty, strategy
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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
Posted in brand essence, budgeting, cause marketing, loyalty, mass media, promotion, retail, social media
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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
Posted in authenticity, brand essence, cause marketing, loyalty, public relations
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