branding



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December 2, 2013

A Beautiful Noise: Five Tips for Better Brand PR Messaging

by: in: branding, Crenshaw Communications, marketing, PR Fish Bowl, public relations

by guest blogger George Drucker When it comes to brand public relations campaigns, consistent and compelling messaging can mean the difference between a successful PR campaign and an “also-ran.” You have to make noise to be heard above the clutter. But that noise, in essence, your messaging, must be carefully, thoughtfully and creatively crafted so…
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June 27, 2013

The PR Verdict On Paula Deen’s Apology (Again)

by: in: branding, celebrity, communications, Crenshaw Communications, crisis management, imPRessions, public relations, reputation

From the frying pan to….yesterday Paula Deen, the queen of comfort cooking, faced Matt Lauer, and the outcome was not so comfortable for either one. Some have criticized Lauer for his brusque grilling of Deen. My view is that he took a no-nonsense approach, cutting to the business issues and her motive for finally living…
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March 27, 2013

Is Tiger Woods Back?

by: in: branding, celebrity, communications, imPRessions, marketing, public relations, reputation

“Winning Takes Care of Everything,” boasts the ad. Sponsored by Nike, the only brand that stuck by the disgraced golfer as he struggled to get his reputation out of the rough, it has an impertinence that’s gotten everyone talking. It’s confident, even cocky, and most importantly, buzzworthy. A winner for Nike. Yet the tone is…
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March 20, 2013

How To Create Brand Advocates and Evangelists

by: in: branding, communications, Crenshaw Communications, imPRessions, public relations, reputation

It was Guy Kawasaki, former Chief Evangelist at Apple and instinctive PR expert, who coined the phrase “evangelism marketing.” Since then, all types of companies have been trying to let loyal customers do their brand building for them.  Social media makes that more accessible and easier than ever. But true brand advocacy usually happens organically. The…
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February 4, 2013

Marketers Jump on Super Bowl Blackout in PR Score

by: in: advertising, branding, Crenshaw Communications, imPRessions, public relations, social media

The first half of Super Bowl 2013 was a yawn, at least for football fans. For brand-watchers, the commercials were respectable, and a few even stood out. (My favorite was Amy Poehler at Best Buy.) But the game changer on Sunday was the unprecedented 34-minute power failure that left the players frustrated, the announcers in…
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December 12, 2012

Five Ways PR Can Build Brands

by: in: branding, communications, Crenshaw Communications, imPRessions, marketing, public relations, reputation

It’s been said that PR drives reputation, while marketing builds brands. But that simplistic premise defines both PR and brand far too narrowly. It may not always take the lead in brand-building, particularly with large, global companies, but there are many ways in which the classic PR approach and tactics help defend, deepen, and even…
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June 28, 2012

Career-Building PR Techniques: How To Get ZMOT On Your Side

by: in: branding, Crenshaw Communications, imPRessions, marketing, public relations, reputation, social media

Marketers like to talk about the Zero Moment of Truth, or ZMOT, for a product or brand. Loosely defined as the moment when a prospective buyer looks for online reviews and recommendations for a product, ZMOT follows the P&G tenets of the “first moment of truth,” when a customer chooses a product on the store…
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March 7, 2012

What’s In A (Brand) Nickname?

by: in: advertising, branding, communications, Crenshaw Communications, imPRessions, public relations, reputation

Al Ries’ recent column in AdAge, “When It Comes To Names, Corporations Just Aren’t People” got me thinking about the PR of brand nicknames. Corporations may not be people, but their brands can get pretty darn close. That’s why “pet” names for products and companies can be powerful, from the classic shorthanders like Coke and…
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January 20, 2012

Paula Deen’s Diabetes Disclosure: A Recipe for Poor PR?

by: in: branding, communications, Crenshaw Communications, imPRessions, public relations, reputation

  As the queen of “comfort cuisine,” Paula Deen has been a favorite among many members of my family, all of whom live in Georgia or the Carolinas. I’ve admired Paula for her unapologetic taste for indulgence, and for her Southern fried authenticity and down home charm. I’ve never even watched her show, yet I…
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December 22, 2011

Well-Handled: FedEx Delivers on “Apology PR”

by: in: branding, communications, Crenshaw Communications, imPRessions, public relations, reputation

  Talk about heavy lifting. Pity the communications pros at FedEx. At the height of the holiday season, when the company wants to focus on its state-of-the-art technology and customer service prowess, it’s the recipient of an unwelcome holiday gift – a viral video that threatens real damage to its brand. One careless employee and 20 seconds –…
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October 18, 2011

When A New Name Is Bad PR: A Rebranding Gone Sour

by: in: advertising, branding, Crenshaw Communications, imPRessions

A new name often brings a reputation lift – suggesting renewed relevance or sweetening an unpalatable handle. Which would you rather eat – Patagonian Tooth Fish or Chilean Sea Bass? But beware the rebranding for reputation reasons. It can make news, but not always in a good way. Right now, a bitter battle’s brewing over the…
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September 29, 2011

When Brand Nicknames Are Bad PR

by: in: branding, imPRessions, public relations

Coke. Mickey D’s. Tar-zhay. Brand nicknames are usually a marketer’s dream. Impossible to impose (just ask RadioShack), they have enormous power when they happen organically. And they’re nearly always a sign of familiarity, engagement, or even affection. That’s what General Motors learned – the hard way – after its ill-fated attempt to legislate use of…
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July 13, 2011

All Facebook “Likes” Are Not Created Equal

by: in: branding, Crenshaw Communications, imPRessions, social media

Even before Facebook popularized the “like” button, there’s been online discussion about the value of a single Facebook fan, or, now, a “like.” Some is pure speculation, while some is more research-based. Last year, social measurement firm Syncapse put the revenue potential of Facebook fans for certain brands at an impressive $136.38. More recently, revenue optimization…
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July 4, 2011

Craft Beer Fight Over B-Word Rages, With Good Press On Tap

by: in: branding, communications, Crenshaw Communications, crisis management, imPRessions, public relations

The Bitch is back. That’s Flying Dog Brewery’s Raging Bitch Belgian-Style IPA. Now maybe the name should offend me, but it doesn’t. I don’t actually have a dog in this fight, but I do think it’s fitting that on Thursday, just in time for the July 4th weekend, the state of Michigan reversed a decision…
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March 22, 2011

What Marketers Don’t Know About PR

by: in: advertising, branding, communications, Crenshaw Communications, imPRessions, marketing, public relations

Are we living through PR’s “golden age”? Sometimes I think so. Clients understand the benefits of PR and are sophisticated about the tricky aspects, like trading perfect control for a measure of credibility. And budgets are opening up after the economic downturn. But other times I wonder. Last year a favorite client of mine refers to public relations…
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March 15, 2011

PR By Another Name: Public Relations and the “New” Competition

by: in: advertising, branding, communications, Crenshaw Communications, imPRessions, marketing, public relations

The chemistry was great, our experience perfect, and they loved the proposal. But, in a twist, the account went to a “digital brand management” shop whose website touts its ability to drive visibility and engagement. PR by another name? The “creative destruction of PR“? It’s true that social media has changed the game for our…
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January 25, 2011

Banned-Ad Gimmick Loses Super Bowl PR Points

by: in: advertising, branding, communications, Crenshaw Communications, public relations

As Super Bowl XLV approaches, marketing pundits are suiting up for the ad-stravaganza, but I’m naturally more interested in the PR Bowl. It’s a big part of the marketing investment, and it’s fun to watch brands try to score free media coverage weeks ahead of time. But, one much-practiced play that’s losing ground is the “banned” ad….
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November 11, 2010

Can You Turn Bad Publicity Into Good PR?

by: in: branding, communications, Crenshaw Communications, public relations, reputation

When Gap unveiled a new logo last month, the negative buzz forced it to backpedal and eventually restore the original, iconic identity. It was a miss for Gap…or was it? Logo-gate may have awakened brand fans and made it more relevant than it’s been in years. Accident? Probably. But there are ways to turn a PR failure into…
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November 3, 2010

PR Lessons From The 2010 Election

by: in: branding, communications, Crenshaw Communications, leadership, marketing, public relations

No matter how you feel about the results of the 2010 midterms, it’s been an interesting election season. Start with a stagnant economy, add a soured electorate, pour on the tea party activists, and it’s a bitter brew, at least for incumbents. The election also offers lessons for communicators. Here’s what marketing and PR pros…
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October 11, 2010

The Gap’s New Logo: Bad Fit or Savvy PR Move?

by: in: branding, communications, Crenshaw Communications, crisis management, public relations, social media

It almost seemed like a PR stunt. When the Gap replaced its iconic logo with a new visual identity, Gap-watchers were not just alienated.  They seemed to take it personally. It was as if a fortyish suburban dad suddenly hired a downtown stylist. Branding experts decried the Helvetica font with its tech-y box as “lazy,” and fashion bloggers rejected…
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May 9, 2010

Disaster Branding: How BP’s Green PR Backfired

by: in: branding, communications, Crenshaw Communications, crisis management, leadership, public relations, reputation, social media

Quick, which company was responsible for the catastrophic natural gas leak in Bhopal, India, the worst industrial accident in modern history? What about the corporation that created the infamous toxic brew known as Love Canal in Niagara Falls, New York? Man-made disasters are usually named, and remembered, for their locations. That won’t be true in the case of the recent…
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April 9, 2010

When Brands Try To Be Cool (Part 2)

by: in: advertising, branding, communications, creativity, Crenshaw Communications, marketing, public relations, technology

Brands trying to be cool is an obsession of mine, and I’ve noticed how they seem to come in clusters. The latest rash of high-stakes rebrandings is in cable and Internet services. In February, Comcast renamed its TV, Internet and phone services as Xfinity. The PR picture wasn’t pretty. Bloggers and branding experts pounced on…
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March 5, 2010

The Future of Celebrity Endorsement, Post-Tiger

by: in: advertising, branding, celebrity, communications, Crenshaw Communications, crisis management, marketing, public relations, reputation, social media

Last night I had the pleasure of speaking at a symposium sponsored by The Cardozo Arts and Entertainment Law Journal. The topic was “The Tiger Woods Effect” on celebrity endorsement, contract negotiation, morals clauses, and a host of other legal, marketing and PR issues. Here’s my take on the discussion, from a strictly brand marketing perspective. Brands…
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