A blog to complement the Web site of the Public Relations Association of Mississippi-Central Chapter Web site at www.pramcentral.org.

Wednesday, March 09, 2005

That sinking feeling

Link - The majority of branding efforts are spent determining the "right" words and images with which a company wants to be associated. Companies use positioning statements, key messages, mission statements-all words-as the basis for their sales, marketing and communications programs. Using these words, companies then spend millions of dollars to develop ways to project their image visually, through corporate identity programs, advertising campaigns, retail displays and their websites. By concentrating so much effort on words and images, however, companies only focus on the tip of the "Brand Iceberg." The foundations of the iceberg, those larger issues lurking below the surface, are a company's own standards and behavior. These are the elements most often missed in the typical branding conceit but, in the end, those that will affect the long-term success of the entire effort.


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