Posts Tagged ‘brand identity’

Unique Selling Proposition vs Dumb Slogans

By: Dan Kennedy on: October 6th, 2009 26 Comments

I was reading an extensive survey to measure the impact of advertising slogans. Among the slogans and advertising tag lines for 22 of the biggest U.S. advertisers, only 6 were recognized by more than 10% of the consumers surveyed. In other words, not even 1 out of 10 consumers could correctly identify 90% of the slogans. 16 of the 22 advertisers had slogans no one knew – each spending more than 100-million dollars a year[…]

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Is Dan Kennedy Anti-Brand? The Surprising Answer

By: Dan Kennedy on: September 21st, 2009 15 Comments

This post, I’ll address a question I get confronted with a lot, about “branding” – the tough guys pointing out that I rail against branding yet obviously engage in brand-building myself. Actually I’m not “anti-brand” at all, and as you can observe, have diligently turned myself into a personality brand (go ahead, Google ‘Dan Kennedy’ and see what turns up. Be sure you’ve packed a lunch. You’ll be there a while.), and have “NO B.S.”[…]

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