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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: research
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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Weiner sued for lying
No, not that Weiner. Oscar Mayer (owned by Kraft Foods) is being sued by Ball Park (owned by Sara Lee) for saying it makes the best hot dog. Imagine the fallout if Sara Lee wins. Will any claim by any … Continue reading
Posted in advertising, authenticity, public relations, research, retail
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7 common branding workshop pitfalls
Over the course of facilitating some 50-plus branding exercises, I’ve identified some common obstacles to success. Watch out for these seven pitfalls when convening a team to uncover and articulate how your brand is different from its competition: 1. The … Continue reading
Posted in authenticity, brand essence, research
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Celebrities overrated as brand endorsers
Following the 2009 dumping of Michael Phelps for “behavior … not consistent with the image of Kellogg,” I posed the question, “Are we done with celebrity endorsers yet?” Ironically, while scolding brands for trusting celebrities, I held Tiger Woods up … Continue reading
Posted in advertising, promotion, public relations, research, roi, strategy
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Snickers moves sharks in front of the mirror
At most focus-group sessions, the sharks lounge behind the mirror, chomp on M&Ms, and pass notes to the facilitator. Not in this new TV spot for Snickers Peanut Butter Squared. Saturday Night Live‘s Candygram-delivering land shark has gone legit as … Continue reading
Posted in advertising, research
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Subaru shares the love through cause marketing
Subaru owners “are not buying things, but experiences,” says Chief Marketing Officer Tim Mahoney. One of those brand experiences, according to its research, is supporting community causes. That’s why Subaru brought back its successful “Share the Love” charitable-giving event for … Continue reading
Posted in advertising, cause marketing, event marketing, promotion, public relations, research
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