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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: loyalty
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: Why intangibles are the more sustainable competitive advantages
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Once upon a time it was possible to differentiate a product or service by having a tangible advantage. “Tangible” means it can be … Continue reading
Posted in brand essence, loyalty, 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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Repost: Do artisan brands lose their fans when sold to conglomerates?
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Burt’s Beeswas started in Dexter, Maine, in 1984 by Burt Shavitz, a beekeeper, and Roxanne Quimby. Their lip balm and other natural products … Continue reading
Posted in authenticity, brand essence, cause marketing, loyalty, public relations
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Repost: What every non-marketer should know about branding
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: The words “brand” and “branding” are thrown around in casual conversation so frequently now that I’m still surprised to find not every business … Continue reading
Posted in brand essence, loyalty, roi, standards, strategy
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Lowe’s blows stuff up
Do you remember those papers you threw away when you bought the new grill? The assembly manual, the instructions, the warranty info? And the exploded view? Lowe’s has turned all of those exploded views into a new TV spot (below) … Continue reading
Posted in advertising, loyalty, retail
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