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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: interactive marketing
Repost: Directory of dead communications channels
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: If you haven’t read the obits lately, you may want to brace yourself for some shocking news: Just about every communications channel you … Continue reading
Posted in advertising, interactive marketing, mass media, public relations, search engine marketing, social media
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QR codes bite the dust
Per a post at Business Insider, QR codes have been added to BrandSTOKE’s Directory of Dead Communications Channels. Johnny, we hardly knew ye. Rest in peace.
Posted in interactive marketing
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Directory of dead communications channels
If you haven’t read the obits lately, you may want to brace yourself for some shocking news: Just about every communications channel you know has died. Sorry to be the one to tell you. As a service to BrandSTOKE’s readers, … Continue reading
ChalkBot remembers Mom
Nike’s Chalkbot may be the perfect convergence of technology, social media, and cause marketing. Essentially a pneumatic chalk-paint sprayer driven by a computer, ChalkBot takes messages from around the world via text messaging, Facebook, Twitter and the LiveSTRONG web site, … Continue reading
Posted in cause marketing, event marketing, health care, interactive marketing, promotion, social media
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Tour de Tweets II
Note: It’s Tour Time! Here’s a post I wrote last year about the nearly seamless integration of social media into the event. In many ways, the 2009 Tour broke new ground for both participants and fans at major sporting events. … Continue reading
Posted in cause marketing, event marketing, health care, interactive marketing, promotion, social media, strategy
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How health-care reform will change hospital marketing
After months of political wrangling, the health-care reform bill is now law. What does it mean for hospital marketing? Here are some predictions: 1) It is generally held that prevention and wellness initiatives will reduce health-care costs over time. More … Continue reading


