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