BRAND ESSENCE: WHY HAVE WE GOT IT WRONG? 'Brand essence’ is commonly used to help marketers distil what a brand stands for. Typically it is seen as a ‘single thing’ that is fixed at the heart of the ...

Brand essence often gets misused as a term akin to the emperor's new clothes--an object everyone is supposed to see and appreciate, but in fact doesn't exist. In point of fact, brand essence does ...