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The message is determined by analyzing the brand being implemented, and make
so with a clear vision and free. Too many marketers are based
in his own concept of brand identity, and did not bother to find out what
attributes assigned to the product state. Only because you have chosen
you want to project some images, does not mean that the image
design. Extremely high profile marketing campaigns, not because
insufficient market research and interaction with users of public
been done.
For example:
When AT & T Wireless to consolidate phone, paging and
Internet technology in something called MLIF, gave examples of public
What companies in mind. Unfortunately, the public still does not understand
and no idea of what it represents m (such as messaging).
United Airlines has long invited the public to "fly United's friendly skies.
The public felt that the experience in an aircraft is not very friendly
and now the distrust all the requirements of airlines.
Criteria for effective communication with the public messages must be: (a) is true? (2)
Is this unusual? (3) Is it interesting?
On the other hand, if an existing company in the market, new
The message must be identified. For retailers, the addition of new
products or lower prices are always efficient communications.
The actions, in particular, very public and very unusual ones, make
good communication. All that the conventional, the company carried out
name of public service or community care is a legitimate message.
To ensure that the message even crudely, it is absolutely necessary
be true. Remember that the message is currently available legal news
media deceptions are uncovered and exposed, and gain immediate
brand, the company negatively. It will do more harm than no message
at all and such situations must be avoided at all costs.
The only message to be more visible and more attractive to
keepers who determine what stories and what does not. So
unusual message – something the company does, that nobody has
considered or have been creative enough to conceive, will be much more
success than one that is tired and old, simply because he saw
before.
It goes without saying that communication should be interesting. If it is unique,
unusual, and the truth, but to no interest to the general public, the message
ships will probably never find the light. If this happens, it will
Without doubt, one should ignore, or worse, ridicule. Many companies make
errors, provided that if the message seems unusual and interesting to them,
to be things for the consumer public. People in business
How to find your business fun, this is the thing I spend most of their
Time to think, so they are more aware and interested
with their business than any casual observer, or the consumer will be. It
Naturally, and appropriately. But it's too easy to make a calculation error
message that can be exciting for the industry, such as "Our
only in a bag with 100 Maple percent fibers, "will also be of interest
for occasional users of the product. In almost all cases, this assumption
yes were.
Thus, awareness commununication with consumers is an important component
Branding of any successful business. Opening of public opinion its truth
feelings about the brand is seen, and any
changes that have been discussed in connection with an existing brand can help scholars
Procurement avoid miscalculations that could be disastrous and costly, possibly
Stop for a brand, product or company.
This does not mean that public should be able to dictate all Brands
decisions, however. What is more important for those involved in the brand image
have a clear vision of your brand. Wal-Mart is tremendously
a successful brand, trying not to be Tiffany's. McDonald's, but
slid rapidly as a brand reliable in recent years, it remains a good
sense not to hire Wolfgang Puck to rethink their burger recipe.
When professionally mark becomes from its original mission, ie
brand and is trying to be all things to all people, the results almost
always disastrous. archetypal example of the New Coke works as a warning
about the different errors mark seems a cliché to say this but
consider the following: The error of calculation is fundamental is the level of loyalty
Medium Coca-Cola has been a drunk and he was and still is, of course,
The most famous, most loved brand in the world. Do you think
good idea to delete this favorite product formulas for
emulated the contest and was forced to have Coca-Cola, which is loyal
stayed with the brand, and in some cases for decades, is striking.
Several large PROMISES
Public relations can function effectively only with a brand clear and realistic
identity has been conceived. Of course, public relations professionals can be part of
command, which establishes that the person, but should be especially true
identity. This means they must have specific attributes of the specific philosophical
principles and, above all, several key promises to the consumer
never, never breaks.
These promises, which should be written in very simple language
possible, and is distributed regular for each employee
a pact with the public. They define the brand, they
lay the foundation sponsoring brands, and offer the most basic level,
differentiation of all the competing brands. They will never be taken seriously by
any employee, and in any case it ever broke a
Reason.
If your business is a store that sells items that cost $ 1 each, which should never
charge of $ 1.05 for nothing. If your restaurant prides itself on cleanliness,
restrooms must be absolutely perfect at any time, any walk in. If the
promise that every client will be serviced in 30 seconds entering,
You better have a timer to each employee in the wrist, and make sure
working properly.
The promise of your business are a central element of this business. If
You are committed to providing the longest hot dog in town, and you
They are not reasonable people complain you do not have the best
Blini Suzettes well, if you promised that too.
This is extremely important that the promises you make the flow of your brand
identity. Understanding what is available and what is expected of you,
and you can make a bold promise, but realistic. Try to make sure each decision
all problems, and you win, ultimately, ensure anything that is in the least
effective.
Consider, For example, Disney brand. Here is a company whose name and
The logo is recognized in any country on the planet, whose messages
and understand the world of Beverly Hills, in Beirut. Time was estimated
That Mickey Mouse is the most recognized in any place on Earth, more
the President of the United States of America more than Tom Cruise, in fact, more
as Santa Claus (who is known for only about one third of the world
countries).
At first glance, Disney seems to offer all things to all people. Plus
movies and TV shows under the name of Walt Disney, but
produce entertainment under a rock, and Hollywood Pictures
banners. Disney has a television network owned network (ABC), and
It also provides programming cable television through Disney Channel and ABC
Family. The company owns theme parks in California, Florida, Japan and
France. He also owns ESPN, publishers, video distributors,
real estate and retail. Disney's logos on the product, from
Souvenir Mickey Mouse ears fashions created by designers respected
Electronics, calendars, furniture, musical instruments, sound recordings and
hours. Disney produces Broadway shows. It even has a city in Florida.
But regardless of how it projects its extensive network, Disney always promised
Clients same things: high quality, customer service fanatic, and
devotion to family. Perhaps some R-rated movies under his
Stone, Miramax, Hollywood Pictures, or an umbrella, but never
Disney name. It will provide the excitement goes terribly in its theme parks, but it is necessary
a better view of the streets in the park is clean and "cast members" who
work there will find a way to resolve almost all problems, a guest can
during their stay. Guests at Walt Disney World has never said: "We can not do";
that solutions are always at least alternatives. Perhaps the ABC network
NYPD issue, which offers a language and part controversial
naked, but never the Disney Channel into account such things. If Disney
produce a Broadway show, you can be sure that children
recognized and the content does not offend their parents.
Disney has become a huge conglomerate it is today, so
promises to customers and keep them in the series, since companies
establishment. All that is known as Disney has a special trust, a covenant
with the consumer, and the life of Disney to the pact at a time.
It merely ridicule the apparently fanatical insistence Disney is in the spotlight
employees as cast members, to consider the implications of each
word in each of its air network, avoiding her man
employees to grow beards, or disinfected his image seems unrealistic
modern society. But it would be foolish to strike the surface of Disney
mark and ignore the unprecedented success enjoyed in a number of
decades. The company continues to grow, but not at this time to take
his covenant promises made to his audience for granted.
Visit www.disney.com Disney website and see the company
dedication to their philosophy Development work with each click of the mouse. Want to talk
Recreation at Walt Disney World in Florida? You can book your holiday, including
Bills airline, car rental, hotels and tickets to Disney theme parks on the Internet. If you
need personal assistance, phone numbers are always available. News
Upcoming Disney Studios film can be found, including the following
attractions trailers. Games for children and adults. Want to Buy
Some products of Disney? Disney Store has an online catalog. There
provided the opportunity to speak with a representative from Disney, or anything
concern may be. And the Disney site is careful not to provide links
with ABC, stone or Miramax, as these companies sell the material
That, although related to the parent company does not match
Disney Brand. They are separate brands and are treated separately. Them
their own websites.
Although philosophy is not directly presented to the consumer in the words of this
no less difficult to identify and understand. Disney will
High quality attentive customer service and devotion to family. It
on the Web site, theme parks and entertainment provided by
The company under its own name. In any case Disney
The company constantly leaving those promises, and he took the company in each
aspects of its branded business.
In cases where there is a proposal to break the
Covenant, Disney is working quickly to correct the situation. When some videos
copies of its animated film "The Little Mermaid to rumors that
Color visual story in three frames (1 / 8 seconds), the company relies on
rumors vanished and the humiliating three frames, although in reality
does not contain any rumors, said they did, were cut from subsequent copies.
Disney takes its partnership very seriously.
Important BRANDING
All effects on the mark – the smell of bathroom signs
Window products are sold in the store people say things. One
The most powerful, that the effects of all the people that perception is they read,
see or hear about the media, and sanctions involving
media.
For example: If you pay a garage band to produce their own CD and distribute flyers
Each record in a store in the country say the breakthrough album
collection will not suffer the consequences of the CD gain
someone used on MTV the same words, because the brand is now
garage band was increased with the MTV brand.
The old adage: "There is no such thing as bad publicity" is
incorrect, no embargo. After name brands mentioned in the media is
strong influence, and can be cut in both directions. I must say, the media
What about the negative mark, even if that information was
consequences completely inaccurate, negative for the mark can
destructive. This can take a lot of damage control in the form of advertising,
retraction of the media and the strong statements of their own brands, to
with an inadequate observation for reliable media. Sometimes
damage can not be there.
When public relations done correctly, the information is disseminated to the track
Media gatekeepers, who then decide not to disclose information, either directly
or indirectly. Presentation will report out a study to accumulate, interview
done. Ultimately, the information becomes the report of the media, and this
at the time that the public relations professional has no control over
completely. The media, especially the more desirable, more reliable of them –
operate autonomously, the communication of information they deem necessary or
Interestingly, except for all others. Time restrictions, limitations of space and
reality of the economy plays a prominent role in decision making
as the newsworthiness of this information is considered.
If a company launches a new brand, there will be a temptation to try
saturate the market with information about the brand. Often, when my company
was contacted for a new brand or new product, the query
will, we, as the more exposure you can. "This is absolutely wrong
The case at the request of both, because it is a strategic position.
The company must apply for a strategic plan for the
his short, goals medium and long term. (A short run is defined as 6
months, half within 18 months and 36 months.) is
important to define the objectives before seeking coverage the media because
The lack of goals is the lack of a plan, and will destroy any hope of Branding
before you have every opportunity to start.
In Lewis Carroll in The Adventures of Alice in Wonderland, they are wonderful
when Alice, trying to find their way through the maze, which
Wonderland, Madrid Cat destination applications. Cat asked, logically,
where the destination can be Alice, and she said she does not care where
ends, but we need to know which road to take. You said that Alice is not
matter where it occurs, the cat replied, "So no matter how
Go. "
Companies that want to create a brand, but do not know what their specific objectives
in the next 6, 18 or 36 months, I can not wait to see them
mark or the right kind of coverage the media, should make better use of
potential of your brand.
Percentage of Americans believe the good Elvis is alive, not
of what people might think. But the reality is that the mark
The campaign, driven by public relations efforts can not be bad if not
specific and clearly defined objectives at different points in the future before it
begins.
As branding experts to define elite their objectives in advance and
transmitting the information to professionals in public relations? It helps to be the first
Your area. Companies have appeared on the market before anyone else –
Wal-Mart, Johnson & Johnson, Kleenex, Coca-Cola, Disney, McDonald's, have
The advantage of placing generated by the media first. Nobody was
ahead of them, and they knew exactly what they intended to do.
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