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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: budgeting
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: 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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Differentiate or … muddle along?
“Differentiate or die” became a popular marketing buzz-phrase, following the release of the book by the same name. However, a third (and I think more prevalent) course is simply muddling along. Many, if not most, organizations seems to linger in … Continue reading
Posted in brand essence, budgeting, loyalty, management, roi, strategy
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Got 15 minutes? Make a TV spot like Geico’s.
“If you can type, you can make movies,” says the Xtranormal web site. So, Geico figured, why not make TV commercials? Really cheesy ones. With really lame animation and robotic voiceovers. Xtranormal is the site where, for next to nothing, … Continue reading
Posted in advertising, budgeting, social media, strategy
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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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Best posts of 2009
This month BrandSTOKE is one year old. I’m honored that you take the time to read and comment. My goal for 2010 is to engage more conversation. If you have any suggestions for topics or improving the blog, please let … Continue reading