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The message is determined by analyzing the brand being implemented, and to do
so with a clear vision and self. Too many managers rely Marketing
on its own concept of brand identity, and do not bother to discover what
attributes of the state assigned to the product. Just because you have decided to
that you want to project some images, does not mean that the image you
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 its mobile phone, pager, and
Internet technology in something called mlife, he gave examples of public
What companies in mind. Unfortunately, the public still do not understand
and no idea what it stands for m (as Messaging).

United Airlines has long invited the public to "fly the friendly skies United.
The public noticed that the experience in an airplane is not very friendly,
and now distrust all airline requirements.

Criteria for effective communication with the public messages must be: (1) is it true? (2)
Is this unusual? (3) Is it interesting?

On the other hand, if a company already exists in the market, new
The message must be identified. For retailers, the addition of new
product or lower prices are always efficient communications.

Stocks, in particular, very public and very unusual ones, make
good communication. All that from the conventional, the company carried out in
name of public service or community care is a legitimate message.

To ensure that the message was even rudimentarily, it is absolutely necessary
be true. Remember that the message is currently available legal news
media hoaxes are uncovered and exposed, and to win immediately
brand, the company adversely. It will do more damage than no messages
at all, and such situations should be avoided at all costs.

The unique message to be more visible and more attractive to
keepers who determine what stories told, and what does not. So
unusual message - something the company does, that no one has
considered or have been creative enough to conceive, will be much more
successful than one who 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 without any interest to the general public, the message
ships will likely never find the light. If this happens, it will be
Certainly, it should be ignored, or worse, ridicule. Many companies make
errors, provided that if the message seems unusual and interesting to them,
it will be those things for the general public consumers. People in business
How to find your business fun, this is the thing which they spend most of their
Time to think about, so they are more aware of and interested
with their business than any casual observer, or the consumer will be. It
Naturally, and proper. But it is too easy to make a miscalculation that
message that can be exciting for the industry insiders, such as "Our
only in a bag with 100 percent maple fibers "-will also be of interest
for casual users of the product. In almost every case, this assumption will be
proved true.

So, commununication awareness with consumers is an important component in
Branding of any successful enterprise. Opening of the public that its true
feelings about the brand is seen, as well as any
changes that have been discussed in relation to an existing brand can help the wise
Procurement avoid miscalculations that could be disastrous and costly, possibly
Stop for a brand, product or company.

This does not mean that the public should be able to dictate all of Branding
decisions, however. What's more important for those involved in the branding
have a clear vision of their brand. Wal-Mart is wildly
a successful brand, not trying to be Tiffany's. McDonald's, although it
slipped rapidly as a reliable brand in recent years, continues to be a good
sense not to hire Wolfgang Puck to rethink his hamburger recipe.

When Branding professional loses sight of its original mission, ie,
brand and is trying to be all things to all people, the results almost
always disastrous. Archetypal example of New Coke works as a warning
about the different errors Branding seem clichéd saying this, but
consider the following: The fundamental miscalculation has been made is the level of loyalty
Medium Coca-Cola has been a drunkard for what was and still is, of course,
The most famous, most loved brand in the world. Think it
good idea to delete this favorite product in favor of formulas that
emulated the contest and was obliged to dispose of Coca-Cola, which is loyal
was stuck with the brand, and in some cases for decades, it is surprising.

Several major PROMISES

Public relations can function effectively only with a clear, realistic brand
identity has been conceived. Of course, PR, professionals may be part of
command, which establishes that the person, but it should be, above all, genuine
identity. This means that they must have specific attributes of the specific philosophical
principles and, most importantly, several key promises to the consumer that
never, never breaks down.

These promises, which should be written in very simple language
possible, and distributed on a regular basis for each employee,
a covenant with the public. They define the brand, they
provide the foundation patronize brands, and they offer at the most basic level,
differentiation from all the competing brands. They will never be taken seriously by
any employee, and under no circumstances they will ever be broken any
Reason.

If your business is a shop that sells items that cost $ 1 apiece, you should never
charge $ 1.05 for anything. If your restaurant prides itself on cleanliness,
rest rooms must be absolutely perfect at any time, any walk in. If the
promise that every client will be serviced within 30 seconds after entering,
You better have a stopwatch on each employee in the wrist, and be sure that
operating correctly.

The promise of your business affairs are a central element of this business. If
You promised to provide the longest hot dog in town, and you
They are not reasonable people will complain that you do not have the best
bliny suzettes as well, if you promised that too.

This is extremely important that the promises you make the flow of your brand
identity. Understand what you are to the public and what is expected of you,
and you can make a bold but realistic promises. Try to ensure that each decision
all the problems, and you win, ultimately, ensuring nothing that is the least bit
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. It was once estimated
That Mickey Mouse is the most recognized figure in any place on Earth, more
than 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, it seems Disney to offer all things to all people. Besides
his films and television programs under the name "Walt Disney, but
produces entertainment under a rock, and Hollywood Pictures
banners. Disney has a network television show on the network in its ownership (ABC), and
In addition, provides programming on cable TV via the Disney Channel and ABC
Family. The company owns theme parks in California, Florida, Japan and
France. He also owns ESPN, publishing companies, video distributors,
real estate and retail. Disney logos appear on the product, starting
of souvenir Mickey Mouse ears fashions created by designers respected
Electronics, calendars, furniture, musical instruments, sound recordings, as well as
hours. Disney produces Broadway shows. It even has a city in Florida.

But regardless of how widely it casts its net, Disney always promised
Clients same things: high quality, fanatical customer service, and
devotion to family. Perhaps some R-rated movies under his
Stone, Miramax, Hollywood Pictures, or an umbrella, but never with
Disney name. It will provide the excitement going terribly in its theme parks, but need
better view of streets in the park will be clean and "The cast members of" that
work there will find a way to solve almost every problem a guest may
during their stay. Guests at Walt Disney World has never said: "We can not do it";
they are always at least alternative solutions. Maybe, ABC Network
will broadcast NYPD Blue, which offers a controversial language and partial
nudity, but the Disney Channel never consider such things. If Disney
produces a show on Broadway, you can be sure that the children will be
acknowledged and the content does not offend their parents.

Disney has become a huge conglomerate it is today, making
promises to its customers and save them in series, as companies
establishment. All that is known as Disney has a special trust, a covenant
with the consumer, and the Disney life until the pact every time.

He simply ridicule seemingly fanatical insistence Disney is in the limelight
their employees as cast members, in considering the implications of each
floor at each of its network of air, not letting her man
employees to grow beards, or in his sanitized image seems to be unrealistic in
modern society. But it would be foolish to attack surface Disney
brand and overlook the unprecedented success he enjoyed in a number of
decades. The company continues to grow, but not at this time to take
his covenant promises it makes to its audience for granted.

Visit the Disney Web site at www.disney.com, and you will see the company
dedication to its core philosophy of working with each click of the mouse. Do you want to discuss
Recreation at Walt Disney World in Florida? You can book your vacation, including
airline tickets, rental cars, hotels, and theme park tickets over the Internet Disney. If you
need personal assistance, phone numbers are always available. News
Upcoming films from Disney studios can be found, including the next
attractions trailers. Games for children and adults. Want to Buy
Some products Disney? Disney Store has a catalog online. There
always an opportunity to speak with a representative from Disney, or any matter
concern may be. And Disney site is careful not to provide links
with ABC, stone, or Miramax, because these companies sell the material
That, although related to the parent company does not match
Brand Disney. They are separate brands and are treated separately. They
their own websites.

Despite the fact that philosophy is not directly presented to the consumer in the words of this
no less difficult to identify and understand. Disney will give you
High-quality, attentive customer service and devotion to family. It is
on the Web site, the theme parks, and entertainment provided by
The company under his own name. Under no circumstances does Disney
The company constantly abandon those promises, and he took the company to them in each
aspect of its brand business.

In cases where there is a proposal to break with the
Pact, Disney is working expeditiously to correct the situation. When some videos
copies of his animated film "The Little Mermaid were Rumors that for
Color visual anecdote in three frames (1 / 8 seconds), the company is confident
rumors were dispelled, and the humiliating three frames, although they actually
does not contain any rumors said that they did, were cut from subsequent copies.
Disney takes its covenant very seriously.

BRANDING important

All effects on Branding - the smell of the bathroom, signs
Window products are sold in the shop, things people say. One
The most powerful, that the effects of all the people the perception is that they read,
see or hear about in the media, because it entailed sanctions
media.

To illustrate: If a garage band pays to produce its own CD and distribute flyers
Each record in a shop in the country say the album Breakthrough
collection, it will not bear the consequences of the same CD to win if
someone at the MTV uses the same words, because the brand is now
Garage band was increased with the brand MTV.

The old adage: "There is no such thing as bad publicity" is
incorrect, however. After the name brands mentioned in the media is very
strong influencer, and it can cut both ways. I must say, the media
what about the negative brand, even if that information was
completely inaccurate, negative consequences for the brand may
destructive. This may take a lot of damage control in the form of advertising,
retraction from the media, as well as the strong statements from the brand themselves, to
with one inappropriate remark to reliable media. Sometimes
damage can not be there.

When public relations done correctly, the item information is disseminated
Media gatekeepers, who then decide to disclose information, either directly
or indirectly. Reporting will be done, a study to accumulate, interview
performed. Ultimately, the information becomes the media report, and this
at the time that the public relations professional has no control over
completely. Media, especially the most desirable, most reliable of them --
operate autonomously, reporting information that they deem necessary or
Interestingly, except for all others. Time restrictions, limitations of space, and
reality of the economy play 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 that brand. Often, when my company
was contacted for a new brand or new product, the query
will, we, as much exposure as you can. " This is absolutely wrong
The case at the request of at the time, because it's not a strategic position.

This company should be requesting a strategic plan that corresponds to
their short-, medium-and long-term goals. (Short term is defined as 6
months, the medium-term as 18 months, and long as 36 months.) is
important to define the objectives before seeking media coverage, because
Lack of goals is the lack of a plan, and that will destroy any hopes of Branding
before she has every opportunity to start.

In Lewis Carroll in The Adventures of Alice in Wonderland, there are wonderful
the moment when Alice, trying to find their way through the maze, which
Wonderland, Cheshire Cat requests for a destination. Cat asked, quite logically,
where Alice destination can be, and she replied that she does not care where
it ends, but we need to know which road to take. You said that Alice is not
care where it happens, Cat replied: "So it does not matter how you
Go. "

Companies who want to create a brand, but do not know what their specific goals
over the next 6, 18 or 36 months, can not wait to see them
brand or the proper type of media coverage, they should make better use of
their brand potential.

Percentage of good Americans believe that Elvis is still alive, no
of what people might think. But the reality is that branding
The campaign, fueled by public relations efforts can not be bad if it is not
specific, clearly defined objectives at different points in the future before it
begins.

As elite Branding experts to define their objectives in advance and
transmit the information that the professionals in public relations? It helps to be the first in
Your area. Those companies that have come onto the market before anyone else --
Wal-Mart, Johnson & Johnson, Kleenex, Coca-Cola, Disney, McDonald's-have been
The advantage to the placement generated by the first media. No one was
ahead of them, and they knew exactly what they intended to do.