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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: roi
Repost: Advertising’s swimsuit competition, the Super Bowl
Let’s be honest. This week, when we chat online or around the water cooler about the Super Bowl commercials, we will not be judging them based upon which are most effective at doing what they are supposed to be doing, … Continue reading
Posted in advertising, event marketing, mass media, roi
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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: 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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Differentiate or … muddle along?
“Differentiate or die” became a popular marketing buzz-phrase, following the release of the book by the same name. However, a third (and I think more prevalent) course is simply muddling along. Many, if not most, organizations seems to linger in … Continue reading
Posted in brand essence, budgeting, loyalty, management, roi, strategy
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7 reasons why most advertising fails
Advertising exists to influence behavior. Period. Much of it doesn’t. Here are the most common reasons why: Super Bowl Syndrome Have you ever recalled a funny TV spot but forgot the advertiser? Many marketers get so caught up in being … Continue reading
Posted in advertising, brand essence, copywriting, roi, simplicity
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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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