Brand Essence Vs. Brand Promise
January 5, 20072 min
This branding question came to us from Rich in Seattle:
NEW THINKING
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Brand Essence - Page 2 of 2 - Branding Strategy Insider
Brand essence is the “heart and soul” of the brand, its timeless quality, expressed as “adjective, adjective, noun.” Some people refer to the brand essence as the brand mantra, while for others, the brand’s mantra is synonymous with the brand’s tagline or slogan.
Strong Brands Require Vision
August 19, 20062 min
A brand is much more than a logo or an advertising campaign. It is the manifestation of an organizational vision.