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 ...

But can you distill your brand identity into your brand essence? Brand essence is that single word, phrase or sentence that captures your brand’s fundamental nature. Your brand essence ...

It’s the 40th Anniversary of super model and pioneer Beverly Johnson ... and how she’s continuing to build the Beverly Johnson brand. ESSENCE.com: What was the climate like for black women ...