Archive for the 'brand essense' Category

The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

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Is Donald Trump a branding guru that market research should follow?

Feb 03 2017 Published by neilgains under brand essense

Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that Trump didn’t win because of a bad Clinton strategy, celebrity obsession or Russian hackers (although they may have contributed). Donald Trump won because people wanted change and he “positioned” his brand as the change and anti-establishment candidate. Read more »

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The Beauty of Believing in Brand Values

Nov 28 2016 Published by neilgains under brand essense

Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has highlighted the gap between international brands and the aspirations of many Asian women. This gap is nowhere clearer than Indonesia, where many local brands “feel” much more in tune with local culture, a culture which is very strongly informed by Muslim values. Read more »

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A Gap in the Toblerone Brand (The Importance of Brand esSense #5)

Nov 10 2016 Published by neilgains under brand essense

Why, oh why, oh why? Why would any brand manager take the most unique, distinctive and well known asset of a brand and change it?

Well Mondelez know better and have widened the spaces between the well known chunks of a Toblerone chocolate bar in order to save money (perhaps inspired by Brexit and rising ingredient costs). You can see the original and “gappy” versions of the product above.

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The esSense of Brand Extensions

Apr 15 2016 Published by neilgains under brand essense

What should marketers know about brand extensions, and the role of their brand meaning in shaping their decisions about how far they can stretch their brand? We all know about the many failures of brand extensions, so how do you avoid them?

The key is always to understand the esSense of your brand and what it means to customers. Successful brand extensions are able to leverage a brand’s esSense, while many unsuccessful brand extensions simply don’t fit with what the consumer already knows about your brand. Read more »

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Which Burger Archetype Wears the Crown? (Importance of Brand esSense part 4)

Mar 02 2016 Published by neilgains under brand essense

McDonalds and Burger King have recently been in the news with their tit-for-tat advertising in France, and in many ways the exchanges are a good summary of the history of advertising between the two. Whatever you think of their burgers, or of fast food in general, the story of McDonalds and Burger King communications has frequently been the story of the small guy chasing after (and reacting to) the big guy. Through its history and size, McDonalds often seems to have had the upper hand and the more consistent brand story (although things seem to be changing more recently).

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Weaving Sense, Symbol and Story into Brands

Feb 11 2016 Published by neilgains under brand essense

The central argument of Brand esSense is that brands can leverage multiple touch points to enhance their brand identity by sending consistent messages across the stories they tell, the symbolism that they use and the way that they engage the different senses in customer experience of interacting with the brand. Building consistency and linkage across brand stories, symbols and sensory experience enables brands to build stronger assets that increase the mental and physical availability (i.e., visibility) that drive brand growth (read more on this here).

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