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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: client-agency relationships
Selling buzzwords, not brands
A recent article in AdWeek addresses a point I made in earlier posts: Brand essence by every other name Like diagrams? Then branding is for you! That is, marketing consultants are disserving their clients by creating a bewildering profusion of … Continue reading
Posted in book reviews, brand essence, client-agency relationships, simplicity
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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
Brand essence by every other name
In an effort to brand themselves, marketing consultants have done a disservice to their clients by creating a multitude of words and phrases that describe essentially the same thing — brand essence. At least, that’s what I call it. You … Continue reading
Posted in brand essence, client-agency relationships
3 Comments
Integration vs. specialization: Who wants the hot seat?
How do you decide between working with a full-service, integrated marketing firm or an array of specialists? (See recent post on the meaning of the terms full-service, integrated, channel-neutral and hybrid.) Consider the difference between a department store, such as … Continue reading
Posted in budgeting, client-agency relationships, management, strategy
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Is channel-neutral the new integrated?
Marketing firms used to refer to themselves as “full-service.” Then they were “integrated.” Now they are “hybrid” and “channel-neutral.” And once again “integrated.” What’s the difference? Full-service means all of the services one might expect a marketing firm to offer … Continue reading
Why rfps often result in the worst hires
I know several marketing professionals who love to pursue new business. They enjoy the prospecting, the networking, the strategizing, the problem-solving, the pitching. Yet I know absolutely no one who likes responding to RFPs (requests for proposal). I don’t even … Continue reading
Posted in client-agency relationships, new business
4 Comments