Branding is out of our hands, PR becomes the new content nexus
Posted: June 3rd, 2010 | Author: Erica | Filed under: Social Media Marketing | Tags: branding, PR, Social Media Marketing | 2 Comments »BP’s brand disaster is as large and ill-contained as its oil disaster. The popularity of @BPGlobalPR, a guerilla attack on BP’s lame brand disaster mitigation PR, shines a light on the death of brand in the age of social media.
“Branding” is a strategy to differentiate your product/org. To set it apart through look, experience, and “serendipitous” appearances in news (earned media) and awareness (advertising) streams.
What does “branding” mean when people disregard messaging? It means your product/org is judged based on its actions and public opinion thereof. Client-facing communications—marketing communications, PR, and brand interactions like special events—now need to centre on giving people something good to talk about.
- Offering quality interactions (a great product, a great time, great customer service)
- Inviting people to participate (cool projects that spark the imagination while repaying the community)
- Communicating the successes of the brand (allowing brandvocates to tell their stories)
PR is now being thought of as a strategic content creation and dissemination tool. Shaping the brand through word-of-finger.
