Snacklish

Brand essence is strong when you can take away the brand name and the consumer will still know what brand is being advertised.  I do not know what brand is a better example of brand essence as Snickers and the snacklish campaign.  The snickers logo is so old and everyone know what to expect when they see the logo.  So they started substituting different words for snickers on advertisements such as bus stops and buses.  best campaign ever.