At 12:42 AM -0600 3/13/03, Shashank Tripathi wrote:
>I find that a very amusing statement. How do you propose a brand should
>be created _before_ PR and advertising? Were you perhaps referring to
>storyboarding the brand idea inside an organization before you
>communicate it to the public?
Hi Shanx:
It's simple: why would you raise awareness for something before you
know the message you want to publicize?
What I do for clients is make sure that the brand strategy works in
all phases, internally and externally, in and and all media, so that
the company can deliver on its promise when the end users come with
their expectations in hand.
Once that's all laid out, you're ready to raise awareness.
Simply raising awareness of a brand name just makes it popular. As
I've said here before, everyone knows about cancer, but how many
people want it?
--
Rob Frankel
"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM: ROBFRANKEL
Received on Fri Mar 14 2003 - 12:24:19 CST
