. The Transom .

Thursday, March 15, 2007

Defender of the brand

There is something that I think most communications practitioners fail to keep in mind when working on behalf of a client. We are the defender of the brand. If you work for Hewlett-Packard, everything you do, say, write, etc. somehow influences the HP brand. The decisions we make when working on messaging, events, and partnerships all do one of two things - they either add to the brand or take away from it. Make sure that whatever you do on behalf of the brand is adding to its value. It's hard enough to build a brand, but nearly impossible to rebuild it.

2 Comments:

  • I completely agree with you. Sometimes PR practitioners think more about placements than about the core message that highlights our clients' offerings. Of course, placements are important. But we have to make sure that each and every media opportunity, event, or partnership is in keeping with the brand and enhances the company's overall image.

    By Anonymous Anonymous, at Thursday, March 15, 2007 3:10:00 PM  

  • Of course, sometimes it's the clients, frankly, who care more about the placements. That is why the responsible agency has to be the one constantly thinking about what's in the best interest of the brand.

    By Blogger Rob Amberg, at Thursday, March 15, 2007 5:24:00 PM  

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