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Overlap Between Pr And Branding

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Overlap Between Pr And Branding

  1. 1. Welcome to London PR and Branding Network London College of Communication, UAL 25th October 2007
  2. 2. The Overlap between PR and Branding <ul><li>Jeremy Woods </li></ul><ul><li>Course director MA Public Relations </li></ul><ul><li>Email [email_address] </li></ul><ul><li>0207 514 6466 </li></ul>
  3. 3. Compartmentalisation <ul><li>Branding? </li></ul>Public Relations?
  4. 4. Brands
  5. 5. Brands enable us to make sense and to create meanings for ourselves in the social world of consumption in which we participate (Duckworth) <ul><li>A brand is fundamentally a promise, rendered credible </li></ul><ul><li>by law and experience. At one level, this simply makes </li></ul><ul><li>the decision process easier;at a higher level, it can </li></ul><ul><li>actually add to the consumer’s beneficial experience </li></ul><ul><li>of the product, thus creating a value for which people </li></ul><ul><li>may be prepared to pay. The way in which the </li></ul><ul><li>experience can be transformed can be very particular to </li></ul><ul><li>the brand, thus creating differentiation between similar </li></ul><ul><li>products </li></ul><ul><li>(Feldwick) </li></ul>
  6. 6. <ul><li>Brands begin by satisfying a basic human need for control and reassurance. Because it offers consistency in an otherwise uncertain world, the brand has the potential to become a tool for dividing up the world (Feldwick) </li></ul><ul><li>A brand has no absolute or objective existence, nor are its core values written on a tablet of stone in the Gobi desert. The brand is simply a collection of perceptions in the mind of the customer (Feldwick) </li></ul>
  7. 7. Key words/phrases <ul><li>Satisfies needs - helps us make sense - Trust </li></ul><ul><li>Brands reduce risk - Performance risk </li></ul><ul><ul><ul><li> social risk </li></ul></ul></ul><ul><ul><ul><li> self-image risk </li></ul></ul></ul>
  8. 8. Key words/phrases <ul><li>Adds value: </li></ul><ul><li>Brand Equity: </li></ul><ul><li>a set of assets and liabilities linked to a brand, its’ name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers </li></ul>
  9. 9. Key words/phrases <ul><li>A collection of perceptions </li></ul><ul><li>Products are made in a factory, brands are made in the mind </li></ul>Mark Ritson - The 2pm Pret-a Manger egg sandwich
  10. 10. Brand Positioning <ul><li>Brand positioning statements/mantras </li></ul><ul><li>Dependent on the nature of the target market, relevant competitors and how the brand is seen against those competitors </li></ul><ul><li>• Be number 1 (Ries and Trout) </li></ul><ul><li>Products rust, buildings age, people die, but brands endure </li></ul><ul><li>(Sir Hector Laing, CEO United Biscuits) </li></ul>
  11. 11. Basic Branding Errors <ul><li>Branding has been mismanaged by many companies who (essentially) ask “what have we got and how can we make it attractive to customers?” thus subverting the whole process/philosophy of marketing. </li></ul><ul><li>This thinking leads to one-way communication rather than true customer-interface management which relies on predictive research that learns FROM customers rather than ABOUT them. </li></ul>
  12. 12. Basic Branding Errors (again!) <ul><li>“ Consumers are like roaches. we spray them with marketing, and for a time it works. Then, inevitably, they develop an immunity of resistance” </li></ul><ul><li>Jonathan Bond, Richard Kirshenbaum “Under the Radar - Talking to Today’s Cynical Consumer” </li></ul>
  13. 13. So isn’t it all about Trust?
  14. 14. Public Relations Spin ? or Trust ?
  15. 15. Public Relations <ul><li>Reputation Management NOT Spin! </li></ul><ul><li>“ I have lost the immortal part of myself, and what remains is bestial. My reputation, Iago, my reputation!” (Cassio) </li></ul><ul><li>“ oft got without merit and lost without deserving” (Iago </li></ul><ul><li>Reputation is what others say about you when you’ve left the room </li></ul>
  16. 16. Reputation <ul><li>Character is like a tree and reputation like a shadow. The shadow is what we think of it - the tree is the real thing (Abraham Lincoln) </li></ul><ul><li>Reputation is only a candle, of waning and uncertain flame, but it is the light by which the world looks for and finds, merit. </li></ul><ul><li>Reputation is character, minus what you’ve been caught doing (Michael Lapoce) </li></ul>
  17. 17. Celebrity brands - Reputation?
  18. 18. Managing the celebrity brand <ul><li>A celebrity must manage his or her identity with the same meticulous attention to detail and awareness of its impact as a typical brand. Every look, every syllable of your name, every stitch of your clothes and every follicle of your hair is part of your brand identity and needs to be treated with care (Andy Milligan, Brand it Like Beckham) </li></ul>
  19. 19. <ul><li>“ If you have that on your arm and you wear a T shirt, the feet will be sticking out and look bloody stupid” </li></ul><ul><li>(Victoria Beckham speaking about David’s proposed tattoo of Michaelangelo’s David) </li></ul>
  20. 20. Max Cliffords’s top tips on becoming a Celebrity <ul><li>Appear on a reality series </li></ul><ul><li>Enter a talent contest </li></ul><ul><li>Be abysmal on a talent show </li></ul><ul><li>Gain fame by association </li></ul><ul><li>Date a celebrity </li></ul><ul><li>Flaunt your body </li></ul><ul><li>Date a Royal Family member </li></ul><ul><li>Make a home sex video </li></ul><ul><li>Be a success on MySpace </li></ul><ul><li>Be in the right place at the right time </li></ul>
  21. 21. Overlap or same thing?
  22. 22. Thank you <ul><li> Over to you ! </li></ul>