Branding exercises can often fall completely flat on their faces, especially if a distinct lack of imagination is utilised by marketing executives. This was perfectly shown during the rebranding of the Las Vegas Hilton, when its name was changed simply to the LVH Hotel. Uninspiring, boring and more akin to a title used by a […]
Many brands owners are comfortable only when money comes in. They are at their best when customers troop in t purchase their goods. As much as we know profits lubricate the wheel of brand’s progress, a total emphasis on profit making often makes brands to ignore certain vital issues which guarantee continuous prosperity of the […]
Over the years of studying brands and helping companies to build brands, I have come to understand the role Public Relations play in introducing new brands. Most brands fail to command attention and market equity because they were introduced into the market place with advertising instead of Public Relations. Do you ever imagine putting a […]
Executive always demand returns on Investment from public relations budgets. This has always being a Herculean task for many since ages. This time around Public relations practitioner has to justify their budgets or have their departments scrapped. Today’s demand is pointing to ‘no wastages syndrome’ so Public relations investment must not only be tangible but […]
Public relations and corporate communications managers often have issues telling their chief executives that they may need to surrender themselves to media and public speaking trainings. I have had causes to question the rationality behind hiring a professional just for the hype or just to belong if you will not listen to him or her. […]
Credibility entails trustworthiness, reliability, authority and sincerity. As we all know that does not come on a platter of gold. Each brand must work hard to earn it. It is not given based on your look or what you say alone. It must be proved ‘quo vadis’. First, brand credibility must answer why a customer […]
Perception is the way people, audience see you. Perception can be negative or positive. Your brand may be the greatest with solid promise, but if the experience your audience gets about you does not agree with the intention you are trying to create there can be a whole lot of problem. Perception management is often […]
It’s a brand new week. So we are kicking off this week with a title that can help brand positioning in the market place. The way a brand positions itself (Corporate, personal) relative to the competitor is the scaffolding beneath the brand (personal). Powerful positioning takes into account the omission, weaknesses or the boring aspect […]
Sometimes I am amazed when corporate brand owners complaint of not having expected ROI on their public relations activities. Because this has become a common occurrence in the industry, I decided to do a write up on it today. In most cases when I hear of such disappointment what I usually asked is what […]
