The Genesis of Emotional Branding
The Genesis of Emotional Branding
Having worked as a journalist, editor and producer, I know from the media’s perspective what makes a powerful and compelling story. Having served as president and CEO of Anthony Mora Communications, Inc. for over sixteen years, I also know from the perspective of a public relations consultant what creates a story the media will respond to.
The two criteria are generally quite similar. For a story to work it must be engaging, interesting and hit a basic human core, and public relations is the only form of marketing that lives or dies on how compelling the story truly is. Unlike advertising, with PR you cannot pay to have a story placed in the editorial section of the media (well, at least it shouldn’t work that way). You must craft and pitch a story compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.
PR is a process and using that process is the most effective and powerful way to create and develop an effective brand. Generally companies have turned to marketing firms to build their brands and whereas these firms can be effective, it is the PR mindset and methodology that truly creates the most powerful and lasting brands. As a PR Consultant my job is to communicate, to be a consummate and effective storyteller, which is what branding is all about. A successful brand tells a company’s story both emotionally and narratively, which is why PR consultants who truly understand the process are the most effective brand creators around.
Copyright © Anthony Mora 2007
For further information visit:
www.AnthonyMora.com
The Genesis of Emotional Branding - To learn more about this author, visit Anthony Mora's Website.
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Emotional branding is considered by some to be a relatively unique field, yet in the PR world we have been using it for years. The PR process is not only effective as a media placement tool, innovative companies and entrepreneurs are utilizing the basic methodology, understanding that it is one of the most powerful and effective brand building tools available. A company builds a lasting successful brand by developing and creating an effective story. It is not about the hard-sell, or being the biggest, or the flashiest, or even the coolest; it is about making a deep powerful connection, about communicating on a basic human level
Having worked as a journalist, editor and producer, I know from the media’s perspective what makes a powerful and compelling story. Having served as president and CEO of Anthony Mora Communications, Inc. for over sixteen years, I also know from the perspective of a public relations consultant what creates a story the media will respond to.
The two criteria are generally quite similar. For a story to work it must be engaging, interesting and hit a basic human core, and public relations is the only form of marketing that lives or dies on how compelling the story truly is. Unlike advertising, with PR you cannot pay to have a story placed in the editorial section of the media (well, at least it shouldn’t work that way). You must craft and pitch a story compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.
PR is a process and using that process is the most effective and powerful way to create and develop an effective brand. Generally companies have turned to marketing firms to build their brands and whereas these firms can be effective, it is the PR mindset and methodology that truly creates the most powerful and lasting brands. As a PR Consultant my job is to communicate, to be a consummate and effective storyteller, which is what branding is all about. A successful brand tells a company’s story both emotionally and narratively, which is why PR consultants who truly understand the process are the most effective brand creators around.
Copyright © Anthony Mora 2007
For further information visit:
www.AnthonyMora.com
The Genesis of Emotional Branding - To learn more about this author, visit Anthony Mora's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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