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