Branding Begins with Publicity
Stephanie Hamiliton
Some companies believe a hefty advertising budget, is the only way to build a brand. But that is no longer the case in todayâs society. Every day we are bombarded with commercial messages. What soap to buy, which laundry detergent smells the âfreshestâ?, who can sell your home the fastest and for the most moneyâ¦
With so many messages coming at us in so many different mediums, the only way for a brand to stand out is through favorable publicity.
The best way to do this, is to be the first in a new category. For example, Saran Wrap, was the first plastic food wrap and Samuel Adams, was the first micro brewed beer. This approach is two fold, the news media wants to talk about the latest and greatest, and secondly, what others say about your product is far more powerful than what you can about yourself.
Todayâs brands are built with powerful PR programs and maintained with advertising.
Bottom line: Strategy should be developed first from a publicity point of view.