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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: retail
Chobani starts Greek war, wakes giants
Usually, niché players are satisfied to pull small shares away from the category leaders. And usually, category leaders overlook the incursions. Only rarely does the niché grow to challenge the entire category, but this is exactly the case with yogurt. … Continue reading
Posted in advertising, retail, strategy
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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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Target vs. Walmart: Whose shoppers are more manic?
It’s that time of year again — time to model obsessive shopping behavior. Time for shopaholics to be portrayed as heroes. Time for Target’s 2-Day Sale Lady. Played by comedienne Maria Bamford for the past two years, the 2-Day Sale … Continue reading
Posted in advertising, retail
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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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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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Is “bespoke” the ultimate branding?
Once upon a time, every object created by humans was made by hand. Mass production changed all of that. Beginning in the 1920s, machine tools, interchangeable parts and assembly lines made more goods available to more people at lower prices. … Continue reading
Posted in advertising, authenticity, copywriting, retail
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