| The strongest and longest lasting brands branch off of | | | | starts |
| an | | | | with PR. The only exception to this rule is selling to the |
| existing category. Branching takes patience and time. | | | | early adopter market.Real success is a combination |
| There are two speeds for launching a brand, each | | | | of short-lived and longevity |
| one with | | | | products and services. Short-lived can provide the |
| its own pros and cons.Speed A, like a hot air balloon, | | | | additional capital needed to fuel big advertising |
| takes a long time to | | | | campaigns |
| prepare before the actual launch. PR, media | | | | or new research. If you look at the toy industry, you |
| marketing, | | | | can |
| favors A. Longevity success favors A. A tree grows | | | | see every Christmas they have short-lived fad items |
| stronger with a well-established roots. And this can | | | | and they |
| only | | | | still maintain items, like the Slinky, now celebrating over |
| occur with good soil, careful fertilizing, watering, and | | | | 50 years.Service businesses need to use a |
| time.Speed B, like a helicopter, takes off quickly but | | | | combination as well. Few |
| requires | | | | in these areas understand the concept and usually |
| more fuel on take off, fuel that isn't there later on. | | | | brush it |
| Advertising favors B. Speed B for the Internet means | | | | off as N/A, non-applicable, to them. Mainly due to the |
| viral | | | | need |
| marketing--spreading by word of mouth. For the Net, | | | | for multiple marketing campaigns and the work |
| this is | | | | needed to plan |
| usually e-mail marketing.The main reason A is usually | | | | and implement. This holds a higher truth the smaller the |
| a wiser choice is because | | | | practice usually due to time limitations.Another gear in |
| people are suspicious of new and different. Another | | | | the branding wheel is the number of |
| reason | | | | generations of buyers. Each generation have their |
| why it takes any business years to build their success. | | | | own way |
| A | | | | of buying charactertics. The only answer for this, is to |
| typical reaction: "Wait and see if this new concept | | | | know how they are thinking and why they make the |
| turns | | | | choices |
| out to be worth while". Letting the brand build slowly | | | | they do.How do you move fast enough in a slow |
| using PR techniques can be like watching a tree grow. | | | | building process and |
| You | | | | still build credibility along the way? You can use the |
| can be lulled into falling asleep, however, don't be. | | | | same |
| There | | | | method many public relations firms use--the leak. You |
| is a pivoting point where PR needs to turn into | | | | leak |
| massive | | | | the information before its ready for launching. The |
| advertising.There are two hurdles each speed | | | | gestation length of the leaking period depends on the |
| endures--credibility and | | | | radicalness of the concept. The more revolutionary |
| conventional. Advertising fails because it usually can't | | | | the |
| convey credibility. It can create conventional--people | | | | concept, the less advertising should play into the |
| want | | | | campaign.Advertising is used for brand maintenance |
| to buy what other people want. People buy to be | | | | not brand |
| normal. | | | | building. As I mentioned earlier, advertising lacks |
| People like to visit restaurants that have lots of cars | | | | credibility, the crucial element for brand building.The |
| out | | | | best way for PR use is to announce a new category |
| front. Yet conventional cannot succeed without | | | | not a |
| credibility. | | | | new product. |
| Credibility is why the most effective brand launching | | | | |