As always, we give ourselves a pat on the back in the Shameless Self-Promotion section and tell you what’s doing in our Get Out and Stay Out feature. We love your thoughts and feedback so please keep it coming.
Cheers,
MDG Team
The Essence of Brand
At the heart of every great brand lies the brand essence, a two to three word phrase that embodies the brand’s core competencies, benefits and values. Not to be confused with a tagline or a positioning statement, brand essence is a distilled version of what makes the brand unique. Think of it as an elevator speech that succinctly summarizes the brand’s fundamental nature.
While it may be short and sweet, this mini maxim establishes a cosmic connection with everyone it touches. It articulates the brand’s core qualities while giving it voice and personality. Furthermore, A brand essence defines and drives corporate culture and determines all messaging and creative decisions.
Powerful examples include:
- Nike: Authentic Athletic Performance
Disney: Fun Family Entertainment
Starbucks: Rewarding Everyday Moments
Hallmark: Caring Shared
The words should be simple, powerful and permanent. Much like a person’s core personality traits, brand essence provides a brand with enduring values that do not vary with time. It generally encapsulates the most important qualities of the brand such as:
- A distinct set of benefits that are meaningful to the customer
Competitive differences-why this brand is the better choice
A Promise of value
A pledge of reliability, caring and assurance
As the world becomes more digital and impersonal, it’s vital that your brand be built upon a foundation of emotional truths that consumers can feel and embrace. A clear brand essence will not only strengthen consumer loyalty but navigate every decision and communication that influences brand perception. It will bring a new level of clarity and definition to your brand by connecting you with consumers on a profound level.
Designs on the White House
Forget the war in Iraq, escalating gas and food prices, universal healtcare, we think its time to tackle the issues that matter most to our readers, which presidential candidate has the better brand image? Our political pundits recently reviewed the candidate’s respective logos to help you make an informed decision come November.
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McCain’s logo speaks to his no-nonsense, straight forward approach. The star signifys his military service and sense of duty. On a whole, the logo sends a message of power and authority.
Obama's sunrise icon suggests the dawning of a new day and a better tomorrow. The logo strikes a balance between a nostalgic homegrown agricultural feel with a modern edge.
Here are the results from our poll. Thank you for voting!
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Get Out and Stay Out
MDG staff can help keep the good times rolling with some fun events both near and far!
July 4th Fireworks Boat Cruise
When: July 4, 2008, 8-11:00 pm
Where: Washington, D.C.
Click for link
St. Joseph Society Feast
When: July 25 - 27, 2008
Where: Battery & Hanover Streets, Boston’s North End
Click for link
Twin Festival
When: August 1-3
Where: Twinsburg, OH
Click for link
Shameless Self-Promotion
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Stay tuned for details on an exciting retail concept store coming to 87th and 3rd avenue on New York’s Upper East Side. We have our hand in branding a whole new retail experience. Opening day: July 18.
Culture Club
Here are our picks of what to read/watch this month.
