Branding enligt Kawasaki

Guy Kawasaki har skrivit ett antal “budord” om branding:

  1. Seize the high ground. Establish your brand on positive attributes
  2. Create one message. It’s hard enough to create and communicate one branding message.
  3. Speak English. Non-jargonese.
  4. Apply the opposite test. See if your competition uses the antonyms of the adjectives that you use to describe your product. If it doesn’t, your description is useless.
  5. Cascade the message. The marketing department of many companies assume that once they’re put out the press release or run the ad, the entire world understands the message.
  6. Focus on PR, not advertising. Brands are built on what people are saying about you, not what you’re saying about yourself.
  7. Strive for humanness. They speak to you as an individual, not as part of a market.
  8. Flow with the go.

(brandXpress Blog)

Nummer sju är intressant – det är något som The Economist också påpekat i en artikel:

The goal of PR is usually to secure positive coverage in the media, and the well-worn tactics include calling a press conference, pitching stories directly to journalists, arranging eye-catching events, setting up interviews and handing out free samples. But as PR profits from advertising’s difficulties, it is taking up a host of new stratagems—and seeking to move up the corporate pecking order.

Economist menar att det hela verkar vara en trend – att satsa mer på PR än på reklam. (via JKL Blog)

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