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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: public relations
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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BP thinks you need a vacation.
Go for a walk on the beach. Do a little surf-casting. Eat some fresh seafood. Because BP desperately needs the positive PR. A new BP-produced TV spot features tourism-industry spokespeople from Florida, Louisiana, Mississippi and Alabama inviting you to visit … Continue reading
Posted in advertising, promotion, public relations
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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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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: 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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Screw sustainability! Let’s eat!
Legal Sea Food’s controversial new ad campaign is either a jab at conservationists, a joke for seafood lovers, or, more likely, a clever play for attention. In TV (below) and print, the campaign presents the sustainability of fish this way: … Continue reading
Posted in advertising, cause marketing, public relations
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