Brands and branding are of great importance in today's marketing. As a key component of branding, brand communication determines whether a brand is successfully established and eventually turns a profit. Conventional forms of brand communication via advertising, and public relations have achieved great success in the past, but their effectiveness is declining dramatically in today’s more customer-dominated business climate. The traditional forms of advertising ...
This business doesn't allow for the time we need to do our best. The amount of time given today to conceive of a campaign is probably a third as much as it was 20 years ago! "Dad, there's a wild animal in my apartment." This is what my son exclaimed to me over the phone at 11:30 p.m., less than a week after he had moved across the country to go to college. I wondered if he was trying to play a joke on me but the tone of his voice indicated otherwise.
"See Brand Value Rise by Creating Strong Relationships With Consumers and Retailers". The retail trade seems to enjoy more control over the fate of a brand with each passing day. Years ago, my clients knew exactly what they wanted from in-store, demanded a certain level of performance and got it. Today, there is one brand major retailers such as Wal-Mart, Costco, Best Buy, Target and Safeway care most about -- their own.
In the PR business, a crisis is something you plan for but hope to avoid. We all share the pain of our colleagues who have clients in tough spots. I have an admission to make, though: I get a certain amount of enjoyment out of armchair quarterbacking -- seeing a company or celebrity in a quandary and imagining what I'd do to help them. Any PR person who says they don't doesn't love their job enough. There is plenty of material out there on good crisis management techniques.
Brands and branding are of great importance in today's marketing. As a key component of branding, brand communication determines whether a brand is successfully established and eventually turns a profit. Conventional forms of brand communication via advertising, and public relations have achieved great success in the past, but their effectiveness is declining dramatically in today’s more customer-dominated business climate. The traditional forms of advertising ...
This business doesn't allow for the time we need to do our best. The amount of time given today to conceive of a campaign is probably a third as much as it was 20 years ago! "Dad, there's a wild animal in my apartment." This is what my son exclaimed to me over the phone at 11:30 p.m., less than a week after he had moved across the country to go to college. I wondered if he was trying to play a joke on me but the tone of his voice indicated otherwise.
"See Brand Value Rise by Creating Strong Relationships With Consumers and Retailers". The retail trade seems to enjoy more control over the fate of a brand with each passing day. Years ago, my clients knew exactly what they wanted from in-store, demanded a certain level of performance and got it. Today, there is one brand major retailers such as Wal-Mart, Costco, Best Buy, Target and Safeway care most about -- their own.
In the PR business, a crisis is something you plan for but hope to avoid. We all share the pain of our colleagues who have clients in tough spots. I have an admission to make, though: I get a certain amount of enjoyment out of armchair quarterbacking -- seeing a company or celebrity in a quandary and imagining what I'd do to help them. Any PR person who says they don't doesn't love their job enough. There is plenty of material out there on good crisis management techniques.
