pr, advertising and the change that's coming

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CHANGEwhy advertising and pr have to work together now more than ever.

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what we’re going to cover:

1. What’s changed2.Why branding3.Why work together

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why?

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design creates emotion

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good design stands out

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What is a brand?

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a brand is not a logo.

a brand is not a corporate identity.

a brand is not a product. –The Brand Gap

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an intangible, emotional relationship that people develop with a product, service or company over time.

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collectively, what people say, feel and think about a particular product, service or company. –Hello Viking

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A strong brand is a collection of coherent ideas and experiences with a product or service over time. –Hello Viking

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a brand is emotion

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Ralph Lauren: Faded Glory:

$55 $5

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A brand isn’t what you say it is. It’s what your customers say it is.

–The Brand Gap

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a brand is a story

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Gregory Maguire

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Consistency

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VSEMOTIONAL

RATIONAL

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an intangible, emotional relationship that people develop with a product, service or company over time.

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{What’s the fundamental purpose of Public Relations?}

o2ideas1Gain positive, unpaid media coverage

o2ideas2Shape the perceptions of targeted publics

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Tell a persuasive side of a story or issue3

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Make sure an entity’s profile matches its brand4

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If you don’t define your brand, someone else will.

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{What’s the fundamental purpose of advertising?}

o2ideas1Push consumers to emotionally connect

o2ideas2Change the perceptions of a target audience

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Engage those consumers to act3

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Create experiences worth sharing. Don't make ads, make news.

–Bob Thacker

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More and more I'm becoming convinced this is the only way most companies should look at social media from a marketing perspective.

Quit trying to "join the conversation."

Stop trying to be everyone's friend.

Don't shove your marketing messages at people.

Just listen to what people are saying about your product or service and apply what you learn to making it better.

The same goes for your marketing.

Make it worth talking about. –Paul Isakson

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So?

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The blending of PR and design is the future of

marketing.

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Make brands famous.

–Alex Bogusky

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Always put the brand first.

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Design is equally as important as message.

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Leave design to a professional

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Always think beyond what you’re personally

capable of.

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thank you