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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: identity
Can Coke save its polar bears?
Pacific Life is saving the whale. Lacoste is saving the croc. Big Ass Fans is saving the donkey. Can The Coca-Cola Company save the polar bear? In 1993, Coke launched its “Always Coca-Cola” campaign, featuring warm-and-fuzzy computer-animated polar bears drinking … Continue reading
Posted in advertising, cause marketing, identity, public relations
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What if your brand’s icon becomes extinct?
If all crocodiles die off, will Lacoste still embroider them on their shirts? And will we still wear them? The more than 300 large brands that use images of rhinos, elephants, tigers, pandas, turtles, wolves, etc., for logos may face … Continue reading
Posted in art direction & design, cause marketing, identity
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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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Does Sun Life’s strategy bring any heat?
Have trouble remembering names? Have you tried word association? The guy you just met has a mustache and so does Teddy Roosevelt, which reminds you of your uncle who lives in DC. He had a terrier named Logan, which rhymes … Continue reading
Posted in advertising, identity
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Pacific Life’s whale, both logo and cause
To establish a symbol as iconic as the swoosh and the arches requires an investment of time and money. Pacific Life is making just such an commitment. (Download your Pacific Life whale-song ringtone here.) The humpback whale has been the … Continue reading
Posted in advertising, identity
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Is Starbucks strong enough to drop its name?
The swoosh, the arches, the apple … and now the mermaid. Starbucks is attempting to join an elite group of brands recognized worldwide by their symbols alone. Is its brand identity as powerful as those of Nike, McDonald’s and Apple? … Continue reading
Posted in art direction & design, identity, packaging, retail, simplicity, standards
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