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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: health care
Claim a niche. Rule your world.
It’s the holiday season. Allow me to go biblical: “I have become all things to all people so that by all possible means I might save some.” – 1 Corinthians 9:19-23 This may have worked for Paul, but it’s not … Continue reading
Posted in health care, simplicity, strategy
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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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I see dead people on cigarette packs
Whatever happened to the Marlboro Man? Beginning September 2012, the Food and Drug Administration will require more prominent health warnings on all cigarette packaging and ads in the U.S. And by “health warnings,” they mean very explicit, very large, full-color … Continue reading
Posted in art direction & design, health care, packaging
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Alphanumeric soup
To health care payers, we are a bunch of numbers to be managed — vital signs, medical histories, medications, allergies, immunizations, test results, radiology images, and, of course, billing information. In its campaign “Health In Numbers,” UnitedHealthCare portrays our medical … Continue reading
Posted in advertising, health care
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Table-stake attributes do not differentiate brands.
Airlines, give up safety. Banks, forgo stability. Hospitals, turn your backs on compassion. These are not the essences of your brands. Marketers often find brand-essence discovery processes difficult and even painful, because they are forced to look beyond some of … Continue reading
Posted in brand essence, health care
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Best posts of 2010
This month BrandSTOKE is Terrible Two. Better put the breakables out of reach. Thank you for continuing to subscribe, read and comment. If you have any suggestions for improving the blog, please let me know. In celebration of reaching this … Continue reading
Posted in advertising, authenticity, brand essence, copywriting, event marketing, health care, loyalty, promotion, retail, strategy
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