Guy Kawasaki har skrivit ett antal “budord” om branding:
- Seize the high ground. Establish your brand on positive attributes
- Create one message. It’s hard enough to create and communicate one branding message.
- Speak English. Non-jargonese.
- 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.
- 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.
- Focus on PR, not advertising. Brands are built on what people are saying about you, not what you’re saying about yourself.
- Strive for humanness. They speak to you as an individual, not as part of a market.
- Flow with the go.
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)