brand essence

The problem isn't the consultant, it's the fact that if you have to search for a brand essence, you're unlikely to find one.

Muddy Boots got the importance of brand essence but had got their design and structure wrong.

The opportunities for creating a sound branding experience that conveys a brand essence and soul is possible.

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What exactly is brand essence?

"We wanted to protect that brand essence, and add more intimate, life-evolving moments that the public would connect with."

Finding your brand essence "

Schwab was "the pioneer in discount brokerage, which is at the core of its brand essence," Mr. Jones said.

However, with the changing character of the event it will no longer provide us with an active demonstration of Land Rover's brand essence - limitless capability.

"The key is defining what is your brand essence," he added, "what it is about the brand that creates that connection with the consumer and the retailer."

Brand essence, he added, is what they were buying, as much as the 24-valve V-8 engines, the OnStar navigation system, the doors that shut with a mortuary hush.

The campaign was the product of a process that Arnold calls brand essence, which seeks to interview consumers - particularly those enamored of a brand - to determine what are its salient selling points.

You could employ a retail designer or a website designer to help you determine the look and functionality of your retail environment, and to ensure that it communicates your business' brand essence.

As the Polaroid executives narrowed a list of contenders, Ms. Lewi said, they sought an agency that understood "the essence of what the brand means to people" and could "bring the brand essence to life."

"We thought it was time to reacquaint people with the Saturn brand essence and rekindle that love affair people had with the brand," said David Koziara, advertising manager for Saturn in Detroit.

With the core brand values of professionalism, excellence and timeless design, Scholtès draws on the worlds of art and culture, selected sports as well as design and food as an expression of its brand essence.

In addition to generating its own electricity, Deanston's green credentials were further topped in 2008, when Burn Stewart Distillers Ltd reformulated the liquid and redesigned the packaging to better reflect the Deanston brand essence.

She then became a Project Analyst in the Petronas Petrochemical Business Unit and was part of the core team developing the Petronas brand essence, which now forms part of the Petronas global branding strategy.

"Our first job is to define the brand essence" of Miller Lite, said Shelly Lazarus, chairwoman and chief executive at Ogilvy & Mather, "and frankly, from looking at the advertising, I can't tell what it is."

The search for the true meaning of brands - or the "brand essence," as it is often called - gradually took the agencies away from individual products and their attributes and toward a psychological/anthropological examination of what brands mean to the culture and to people's lives.

In the case of Keebler cookies and crackers, Mr. Vermylen said, the brand essence, or essential attributes, include perceptions of "uncommonly good quality, caring and fun," which become the focus of advertising, promotions, packaging, store displays and other marketing initiatives.

This subordinate status might have been fine for a company out merely to move products, but when designer Tommy Hilfiger decided that the energy of rock and rap would become his "brand essence," he was looking for an integrated experience, one more in tune with his own transcendent identity quest.

THE recent decision by the Coca-Cola Company to place the Interpublic Group of Companies in charge of the "brand essence" of its flagship product is emblematic of the innovative - and risky - ways that marketers and agencies are joining forces to try solving problems.