Secrets of Brand Building

What is it about some slogans that stay with us, long after the products they represent are but a memory? They just feel right, those words, and we find ourselves repeating them and forever associating products and services with them. We may not have even noticed those goods before the slogan caught on, but quickly welcomed them into our lives, as the catchy words crept into our daily lexicons.

You could think about this subject at length—what makes a slogan catch on—and a definitive answer will still elude you. Even the top advertising companies won’t be able to put a finger on what it is exactly that makes one advertising campaign catch on like wildfire while another goes bust before it ever gets off the ground. Studying the most successful advertising campaigns yields little information of value.

You could point to the cadence of the words as in the popular McDonald’s campaign, “You deserve a break today,” but that would only be a part of the equation. It’s also the way the fast food chain seems to understand that we all work hard for a living. They understand we’re craving leisure and a way to get away from the daily grind. We like that they “get” us.

You could focus on the clever idea of combining humor with a message, such as the cranky old lady in the Wendy’s commercial who demands to know, “Where’s the beef?” It makes us giggle, but we get it: all other burger places are using dubious amounts of actual beef in their products while Wendy’s is the real deal—the place where true burger aficionados go when they’ve got a hankering for a meat patty.

You could direct your attention to the way Nike makes us all want to try just that much harder with three simple words: “Just do it.” Anyone can be a champion with those three words pushing us on to ever greater heights. It doesn’t matter whether we are rich or poor, black or white. With Nike, we know we’ll do your best and that’s the most any of us could desire.

Sometimes, an advertising slogan stays with us simply for the nuisance value. The Kars4Kids jingle is the perfect example of this genre. It comes on the radio and we roll our eyes. We sing it in snotty voices to each other, in a childish meter that remind us of nursery school.

But you know what? That jingle stays with us. And when it comes time to buy a new car, that voice comes on in our heads reminding us of a phone number to call (1-877-Kars4Kids). We donate our cars and we feel darned good about it, despite the obnoxious quality of the car donation charity’s jingle.

The best jingles and slogans have staying power, whether they are rhythmic, funny, motivational, or annoying. They make us buy product, do good deeds, or cause us to try just a little bit harder. We may not know the secret of how to create a successful advertising campaign, but we know one when we see one.

Source:http://www.ronntorossianupdate.com/secrets-of-brand-building

Content Creation

While 5WPR creates a lot of content, there are many PR Agencies who aren’t creating content – and that surely will change. At the crux of it, we are in the business of managing conversations – some get it, and some don’t.

Those who get it:

1. Edelman, the world’s largest PR firm has recently appointed their first ever chief content strategist. According to the announcement, he will “be responsible for efforts to maximize the benefits of content appearing in various forms of media — paid, earned, owned and shared.”

The Obama White House: As The NY Post reported today, “This administration is more skilled and disciplined than any other in controlling the narrative, using social media to circumnavigate the press.”

Of course, there’s many PR firms who don’t create content at all – to each his own.

Ronn Torossian

Source:http://ronntorossian.com/content-creation/
 

Stay-Cation is the New Vacation

It seems the experts are torn on whether we’re experiencing an economic upswing or still have yet to hit rock bottom. In any event, a tough economy means more and more households are saving money wherever possible. Many families are cutting costs on luxury items and unnecessary extravagances in order to provide for their household, contribute to retirement, or save for a rainy day. Expensive travel is usually one of the first places where sacrifices are made, since most consider taking a trip something that can really put a strain on a tight budget.

But the current financial circumstances don’t necessarily mean missing out on the fun and enjoyment of a bonding experience with friends and family. By taking advantage of what the neighborhood has to offer and being a tourist in their own cities, more consumers are making shorter day trips to attractions rights in their own backyard. Going local offers a little stay-cation that saves them money while still providing a type of getaway to see the sights.

 Recognizing this trend, the team at 5WPR takes our job seriously as a travel PR firm. Marketing the stay-cation, just like any other promotion, means peaking the interest of a target audience. The advantage is that reaching our focus group doesn’t require us to look too far beyond our own front door. However, the challenge is presenting the routine sights and sounds of the local area they see everyday in a way that is unique and motivating. There is a tendency for consumers to think that, because they live in the area, they’ll always have the opportunity to visit an attraction or go window shopping down a hopping street district.

 At 5WPR, our team must strive to overcome this complacency by instilling a sense of urgency in our marketing. One tactic is working with our travel PR clients to spotlight a city or neighborhood “bucket list,” that motivates the consumer to act. We want them to walk into that museum they pass by twice a week, but always thought they’d do it another time. And in these economic times, we also need to consult with our clients to inspire consumers in such a way that proves that the perfect stay-cation doesn’t have to cost a lot.

Source:http://ronntorossian.blogspot.com/2013/01/stay-cation-is-new-vacation.html