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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: strategy
Is YouTube the new Super Bowl?
Remember when, in order to see the much anticipated Super Bowl commercials, you had to actually watch the game? Not anymore. Acura unveiled its Super Bowl commercial on Monday. On YouTube. Six days before the game. “In previous years, Super … Continue reading
Posted in advertising, promotion, social media, strategy
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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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Claim a niche. Rule your world.
It’s the holiday season. Allow me to go biblical: “I have become all things to all people so that by all possible means I might save some.” – 1 Corinthians 9:19-23 This may have worked for Paul, but it’s not … Continue reading
Posted in health care, simplicity, 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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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: 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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