| The message is determined by analyzing the | | | | tremendous conglomerate it is today by making |
| brand being marketed, and doing | | | | |
| | | | |
| so with clear vision and self-knowledge. Too | | | | promises to its consumers and keeping them |
| many marketing executives rely | | | | consistently since the company's |
| | | | |
| on their own concept of the brand's | | | | inception. Anything that bears the Disney |
| identity, and never bother to discover what | | | | name has a special trust, a covenant |
| | | | |
| attributes the public has assigned to a | | | | with the consumer, and Disney lives up to |
| product. Just because you've decided | | | | that covenant every single time.It's easy to |
| | | | ridicule the seemingly fanatical insistence |
| that you want to project a certain image | | | | Disney has on referring |
| doesn't mean that's the image you're | | | | |
| | | | to its employees as cast members, in |
| projecting. Extremely high-profile marketing | | | | considering the consequences of every |
| campaigns have failed because | | | | |
| | | | word spoken on every program its networks |
| not enough market research and communication | | | | air, in not allowing its male |
| with the consuming public | | | | |
| | | | employees to grow beards, or in its |
| were done.For example:When AT&T Wireless | | | | sanitized image that seems unrealistic in |
| decided to consolidate its wireless phone, | | | | |
| pager, and | | | | modern society. But it would be foolish to |
| | | | attack the surface of the Disney |
| Internet technology into something called | | | | |
| mlife, it gave the public examples of | | | | brand and overlook the unprecedented success |
| | | | it has enjoyed for a number of |
| what the company meant. Unfortunately, the | | | | |
| public still doesn't understand, | | | | decades. The company continues to grow, but |
| | | | never for a moment does it take |
| and has no idea what the m stands for (it is | | | | |
| messaging).United Airlines has long invited | | | | its covenant,the promises it makes to its |
| the public to "fly the friendly skies of | | | | audience for granted.Go to the Disney Web |
| United." | | | | site at and you'll see the company's |
| | | | |
| The public has noticed that the experience | | | | dedication to its core philosophy at work |
| on the plane is not terribly friendly, | | | | with every click. Want to discuss a |
| | | | |
| and is now distrustful of all airlines' | | | | vacation at Walt Disney World in Florida? |
| claims.The criteria for effective public | | | | You can book your vacation, including |
| relations messages should be: (1) is it true? | | | | |
| (2) | | | | airfare, car rental, hotel, and theme park |
| | | | tickets, through Disney online. If you |
| Is it unusual? (3) Is it interesting?On the | | | | |
| other hand, if a company already exists in | | | | need personal assistance, phone numbers are |
| the marketplace, a new | | | | always available. News about |
| | | | |
| message will have to be identified. For | | | | upcoming movies from the Disney studios can |
| retail companies, the addition of a new | | | | be found, including coming |
| | | | |
| product category or a price reduction are | | | | attractions trailers. Games are available |
| always effective messages.Sales promotions, | | | | for children and adults. Want to buy |
| particularly very public or extremely unusual | | | | |
| ones, make | | | | some Disney merchandise? The Disney Store |
| | | | has an online catalog. There is |
| good messages. Anything out of the ordinary | | | | |
| being done by the company in | | | | always the option of speaking to a Disney |
| | | | representative with any question or |
| the name of public service or community aid | | | | |
| is a legitimate message.In order for the | | | | concern you might have. And the Disney Web |
| message to be even rudimentarily effective, | | | | site is careful not to provide links |
| it absolutely must | | | | |
| | | | to ABC, Touchstone, or Miramax, because |
| be true. Remember, the message is being | | | | those companies deal in material |
| disseminated by the legitimate news | | | | |
| | | | that, although affiliated with the parent |
| media; a false message will be discovered | | | | company, does not conform to the |
| and exposed, and win immediately | | | | |
| | | | Disney brand. They are separate brands and |
| brand the company negatively. It will do | | | | are treated separately. They have |
| more damage than having no message | | | | |
| | | | their own Web sites.While the philosophy is |
| at all, and such situations must be avoided | | | | not directly presented to the consumer in |
| at all costs.Unique messages are going to be | | | | words, it is |
| more noticeable and more attractive to the | | | | |
| | | | not in the least difficult to discern or |
| gatekeepers who determine which stories are | | | | understand. Disney will provide you with |
| told and which are not. So an | | | | |
| | | | high-quality, attentive customer service and |
| unusual message--something a company is | | | | a dedication to family. It's there |
| doing that no one else has | | | | |
| | | | on the Web site, in the theme parks, and in |
| considered or been creative enough to | | | | the entertainment provided by the |
| conceive-will be considerably more | | | | |
| | | | company under its own name. Under no |
| successful than one that seems tired or old | | | | circumstances does the Disney |
| simply because it has been seen | | | | |
| | | | Company ever renege on those promises, and |
| before.It goes without saying that the | | | | it holds firm to them in every |
| message must be interesting. If it is unique, | | | | |
| | | | aspect of its branded business.On those |
| | | | occasions when there is even the suggestion |
| unusual, and true, but without any interest | | | | of a break with the |
| to the general public, the message | | | | |
| | | | covenant, Disney works swiftly to correct |
| being delivered will most likely never find | | | | the situation. When some video |
| the light of day. If it does, it will | | | | |
| | | | copies of its animated film The Little |
| undoubtedly be ignored, or worse, ridiculed. | | | | Mermaid were rumored to have an off- |
| Many companies make the | | | | |
| | | | color visual joke in three frames (1/8 of a |
| mistake of assuming that if a message seems | | | | second), the company made sure the |
| unusual and interesting to them, | | | | |
| | | | rumors were dispelled, and the offending |
| it will be those things for the general | | | | three frames, although they really |
| consuming public. People in business | | | | |
| | | | didn't contain what the rumors said they |
| tend to find their business fascinating; it | | | | did, were cut from subsequent copies. |
| is the thing they spend most of their | | | | |
| | | | Disney takes its covenant very |
| time thinking about, so they are more | | | | seriously.BRANDING IS ESSENTIALEverything |
| knowledgeable about and concerned | | | | impacts on Branding--the smell of the |
| | | | bathroom, the signs in the |
| with their business than any casual observer | | | | |
| or consumer would be. That is | | | | window, the product being sold in the store, |
| | | | the things people say. One of the |
| only natural and proper. But it is far too | | | | |
| easy to make the miscalculation that a | | | | most powerful things that impacts all |
| | | | people's perceptions is what they read, |
| message that might be fascinating to an | | | | |
| industry insider-for example, "Ours is | | | | see, or hear about in the media, because it |
| | | | carries with it the imprimatur of the |
| the only paper bag made with 100 percent | | | | |
| maple fibers"-will also be of interest | | | | media outlet.To illustrate: If a garage band |
| | | | pays to produce its own CD and sends out |
| to a casual user of the product. In almost | | | | fliers |
| every case, that assumption will be | | | | |
| | | | to every record store in the country saying |
| proven untrue.So, commununication with the | | | | the album is a breakthrough |
| consuming public is an essential component to | | | | |
| | | | collection, it won't carry a fraction of the |
| | | | impact that same CD win have if |
| any successful Branding venture. Discovering | | | | |
| from the public what its true | | | | someone on MTV uses the exact same words, |
| | | | because now the brand of the |
| feelings are about the brand identity being | | | | |
| contemplated, as well as any | | | | garage band has been enhanced with the brand |
| | | | MTV.The old saying, "There is no such thing |
| changes being discussed concerning an | | | | as bad publicity" is absolutely |
| existing brand identity, can help a wise | | | | |
| | | | incorrect, however. Having a brand's name |
| marketer avoid miscalculations that can | | | | mentioned in the media is a very |
| prove disastrously costly and possibly | | | | |
| | | | strong influencer, and it can cut both ways. |
| fatal to the brand, the product, or the | | | | Should a media outlet say |
| company.This is not to imply that the public | | | | |
| must be allowed to dictate all Branding | | | | something negative about a brand-even if the |
| | | | information is proven to be |
| decisions, however. What's more important is | | | | |
| for anyone involved in Branding | | | | totally inaccurate-the negative |
| | | | repercussions on the brand identity can be |
| to have a clear-eyed view of their brand | | | | |
| identity. Wal-Mart remains a wildly | | | | devastating. It can take a lot of damage |
| | | | control, in the form of advertisement, |
| successful brand by not trying to be | | | | |
| Tiffany's. McDonald's, although it has | | | | retractions from media outlets, and strong |
| | | | statements from the brand itself, to |
| slipped precipitously as a trusted brand in | | | | |
| recent years, still has the good | | | | undo one misplaced comment from a credible |
| | | | media outlet. Sometimes the |
| sense not to hire Wolfgang Puck to rethink | | | | |
| its hamburger recipe.When a Branding | | | | damage can't be controlled or undone.When |
| professional loses sight of the original | | | | public relations is done properly, an item of |
| mission-that is, the | | | | information is disseminated |
| | | | |
| brand identity-and tries to be all things to | | | | to media gatekeepers, who then decide to |
| all people, the results are almost | | | | report the information either directly |
| | | | |
| always calamitous. The archetypal example of | | | | or indirectly. Reportage is done, research |
| New Coke works as a warning | | | | is accumulated, interviews are |
| | | | |
| about so many different Branding errors that | | | | performed. Eventually the information item |
| it seems clichéd to mention it, but | | | | becomes a media report, and it is |
| | | | |
| consider: The fundamental miscalculation | | | | at that moment that the public relations |
| being made was the level of loyalty | | | | professional can no longer control it |
| | | | |
| the average Coca-Cola drinker had for what | | | | entirely. Media outlets-particularly the |
| was, and remains, unquestionably | | | | most desirable, most credible ones- |
| | | | |
| the most well-known, best-loved brand | | | | operate autonomously, reporting the |
| identity on this planet. To think it was | | | | information they deem necessary or |
| | | | |
| a good idea to remove this beloved | | | | interesting and excluding all else. Time |
| product-in favor of a formula that | | | | constraints, space limitations, and the |
| | | | |
| emulated the competition and was bound to | | | | realities of economics play as prominent a |
| alienate Coca-Cola loyalists who | | | | role in the decision-making process |
| | | | |
| had stuck with the brand, in some cases, for | | | | as the newsworthiness of the information |
| decades-is astonishing.A FEW BASIC | | | | being considered.If a company is launching a |
| PROMISESPublic relations can operate | | | | new brand, the temptation will exist to try |
| effectively only when a clear, realistic | | | | to |
| brand | | | | |
| | | | saturate the market with information on that |
| identity has been conceived. Certainly, PR, | | | | brand. Often, when my company |
| professionals can be part of the | | | | |
| | | | is contacted about the creation of a new |
| team that establishes that identity, but it | | | | brand or a new product, the request |
| must be, above all else, a true | | | | |
| | | | will be, "Get us as much exposure as you |
| identity. That means it must have specific | | | | can." That is absolutely the wrong |
| attributes, specific philosophical | | | | |
| | | | thing to request at that time, because it is |
| tenets, and, most important, a few basic | | | | not a strategic position.Such a company |
| promises made to the consumer that | | | | should be requesting a strategic plan that is |
| | | | consistent with |
| will never, ever be broken.These promises, | | | | |
| which should be written down in the simplest | | | | their short-, middle-, and long-term goals. |
| language | | | | (Short-term is defined as 6 |
| | | | |
| possible and distributed on a regular basis | | | | months, mid-term as 18 months, and long-term |
| to every employee of the company, | | | | as 36 months.) It's very |
| | | | |
| are a covenant made with the public. They | | | | important to define those goals before |
| define the brand identity; they | | | | seeking media exposure, because the |
| | | | |
| provide reasons to patronize the brand; and | | | | lack of a goal is the lack of a plan, and |
| they offer, at the most basic level, | | | | that will obliterate any hope of Branding |
| | | | |
| differentiation from all competing brands. | | | | before it ever has the opportunity to |
| They are never to be taken lightly by | | | | begin.In Lewis Carroll's Alice's Adventures |
| | | | in Wonderland, there is a marvelous |
| any employee, and under no circumstances are | | | | |
| they ever to be broken for any | | | | moment in which Alice, trying to find her |
| | | | way through the maze that is |
| reason.If your business is a store that | | | | |
| sells items that cost $1 apiece, you must | | | | Wonderland, asks the Cheshire Cat for |
| never | | | | direction. The cat asks, quite logically, |
| | | | |
| charge $1.05 for anything. If your | | | | where Alice's destination might be, and she |
| restaurant prides itself on cleanliness, the | | | | replies that she doesn't care where |
| | | | |
| rest rooms have to be absolutely spotless | | | | she ends up, but needs to know which road to |
| anytime anyone walks in. If your | | | | take. Told that Alice doesn't |
| | | | |
| promise is that every customer will be | | | | care where she's going, the Cat replies, |
| served within 30 seconds of entering, | | | | "Then it doesn't matter which way you |
| | | | |
| you'd better have a stopwatch on every | | | | go."Companies that want to create brands but |
| employee's wrist and be sure it's | | | | don't know what their specific goals |
| | | | |
| operating accurately.The promises your | | | | are for the next 6, 18, or 36 months can't |
| business makes are the central core of that | | | | possibly be expected to define their |
| business. If | | | | |
| | | | brand identity or the proper kind of media |
| you've promised to provide the longest hot | | | | coverage they need to best exploit |
| dogs in town, and you provide | | | | |
| | | | their brand's possibilities.A good |
| them, no reasonable person is going to | | | | percentage of Americans believe that Elvis is |
| complain that you don't have the best | | | | still alive; there's no |
| | | | |
| crêpes suzettes as well-unless you've | | | | accounting for what people might think. But |
| promised that too.It's extremely important | | | | the reality is that a Branding |
| that the promises you make flow from your | | | | |
| brand | | | | campaign, fueled by public relations |
| | | | efforts, will fail miserably if it doesn't |
| identity. Understand what you are to the | | | | have |
| public and what is expected of you, | | | | |
| | | | specific, well-defined goals in place for |
| and you can make bold but realistic | | | | various points in the future before it |
| promises. Try to provide every solution to | | | | |
| | | | begins.How do the elite Branding experts |
| every problem, and you win end up providing | | | | determine their goals ahead of time and |
| nothing that is the least bit | | | | |
| | | | pass that information on to public relations |
| effective.Consider, for example, the Disney | | | | professionals? It helps to be first in |
| brand. Here is a company whose name and | | | | |
| | | | your field. Those companies that came to the |
| logo are recognized in every country on the | | | | marketplace before anyone else - |
| planet, whose message is received | | | | |
| | | | Wal-Mart, Johnson & Johnson, Kleenex, |
| and understood everywhere from Beverly Hills | | | | Coca-Cola, Disney, McDonald's-had an |
| to Beirut. It was once estimated | | | | |
| | | | advantage before they generated their first |
| that Mickey Mouse was the most recognized | | | | media placement. Nobody was |
| figure anywhere on Earth, more | | | | |
| | | | ahead of them, and they knew precisely what |
| than the president of the United States, | | | | they intended to do.Keep in mind that most of |
| more than Tom Cruise, actually more | | | | those brands established themselves very |
| | | | early with |
| than Santa Claus (who is famous in only | | | | |
| about one-third of the world's | | | | very little (in many cases, close to no) |
| | | | advertising budget to work with. They |
| countries).On the surface, Disney might | | | | |
| appear to offer all things to all people. | | | | managed to create an impression in the minds |
| Besides | | | | of consumers without spending |
| | | | |
| its movies and television programs under the | | | | millions in magazines and newspapers or on |
| Walt Disney name, it also | | | | radio or television (in those cases |
| | | | |
| produces entertainment under the Touchstone | | | | when radio and television existed at the |
| and Hollywood Pictures | | | | brand's inception).They did it almost |
| | | | exclusively with public relations. These |
| banners. Disney has a network television | | | | companies had a |
| show on a network it owns (ABC), and | | | | |
| | | | plan, a course of action, long before they |
| also provides programming on cable TV via | | | | had a brand name or a brand |
| the Disney Channel and ABC | | | | |
| | | | identity. They projected the possible sales |
| Family. The company owns theme parks in | | | | for their products and services and |
| California, Florida, Japan, and | | | | |
| | | | had realistic goals for the coming six |
| France. It also owns ESPN, publishing | | | | months, the coming year, the coming |
| companies, video distribution companies, | | | | |
| | | | three years. In many cases, those goals were |
| real estate, and retail stores. Disney logos | | | | far exceeded, due in large part to |
| appear on merchandise ranging | | | | |
| | | | the brilliant public relations campaigns |
| from souvenir Mickey Mouse ears to fashions | | | | that had been launched and executed |
| created by respected designers, | | | | |
| | | | to establish and support the brand. Without |
| electronics, calendars, furniture, musical | | | | those plans, goals, and |
| instruments, sound recordings, and | | | | |
| | | | projections, there would have been no road |
| timepieces. Disney produces Broadway shows. | | | | map-and, as the Cheshire Cat |
| It even owns a town in Florida.But no matter | | | | |
| how widely it casts its net, Disney always | | | | would say, there would be no point in |
| promises its | | | | choosing one road over another, since it |
| | | | |
| customers the same things: high quality, | | | | wouldn't matter where you ended up anyway.It |
| fanatical customer service, and a | | | | is extremely important, then, to set |
| | | | realistic goals. In order to do that, the |
| dedication to the family. It might produce | | | | |
| some R-rated movies under its | | | | smart Branding practitioner needs to have a |
| | | | clear-eyed view of his or her own |
| Touchstone, Miramax, or Hollywood Pictures | | | | |
| umbrella, but never with the | | | | product and company. Only with that can a |
| | | | true brand identity be created, one |
| Disney name. It will provide scary thrill | | | | |
| rides in its theme parks, but you'd | | | | that will capture the imagination of the |
| | | | targeted consumer and differentiate the |
| better believe the streets in that park will | | | | |
| be clean and the "cast members" who | | | | new brand from whatever competition |
| | | | currently exists or will exist in the |
| work there will find a way to solve | | | | |
| virtually any problem a guest might have | | | | future. Keep in mind that even those who |
| | | | were first ended up dealing with |
| during the stay. Guests at Walt Disney World | | | | |
| are never told, "We can't do that"; | | | | competition. Kleenex may be the most famous |
| | | | brand of tissue available today, |
| they are always given at least an | | | | |
| alternative solution. Maybe the ABC network | | | | but it is far from the only one on the |
| | | | market.Michael Levine is the founder of the |
| will broadcast NYPD Blue, which offers | | | | prominent public relations firm Levine |
| controversial language and partial | | | | |
| | | | Communications Office, based in Los Angeles. |
| nudity, but the Disney Channel won't ever | | | | He is the author of Guerrilla PR, |
| consider such a thing. If Disney | | | | |
| | | | 7 Life Lessons from Noah's Ark: How to |
| produces a show on Broadway, you can rest | | | | Survive a Flood in Your Own |
| assured that children will be | | | | Life.GuerrillaPR.net is a resource for people |
| | | | that want to get famous in the media, |
| admitted and the content will not offend | | | | |
| their parents.Disney has become the | | | | without going broke. |