Thoughts on Branding…

When branding new products, many companies have made the mistake of forgetting to ask themselves the simple question: “Will our target audience understand our message?”

In his recent book, Big Brands Big Trouble, Jack Trout outlines the problems that Apple encountered with the introduction of its Newton, a product Apple called a “PDA” (a “personal digital assistant”) before that phrase gained consumer acceptance.

Apple’s biggest positioning problem was: “What are we selling?” Trout writes, “Apple, however, failed to answer these questions with words that users could comfortably absorb. The Newton died, and the Palm, a simple, high-tech organizer, has become a runaway success.”

The hand-held organizer by Palm was simply positioned, clearly branded and benefited from better marketing.

Trout offers the following tips:

• “When faced with the tough task of coming up with a name for what you’re selling, start with a simple analysis of how the new product works, then try to use those words to describe it.”
•  “The biggest marketing successes come with basic, powerful explanations of the product being offered… ‘Cable television’ accurately describes how that system works.”

Thoughts on Working with the Media…

It goes without saying that companies and their public relations counselors must have positive media relationships that are built upon ethics, integrity and trust.

Recently, Microsoft received negative publicity after posting on its Web site a testimonial called “Confessions of a Mac to a PC Convert,” which was later deemed phony and found to include a photo bought from a stock-art agency. In response, New York Times columnist David Pogue emphasized the importance of maintaining the media’s trust when introducing new products and also offered tips on how to regain that trust following a bad corporate communications situation.

Pogue’s advice: “If I ask a question about your product for a review and don't get a straight answer, everything else you say is suspect. If you have to withhold information, fine. If you can't answer our questions, tell us so or go on background. But never lie. Right now, honesty is the only policy."

Thoughts on Holiday Gift-Giving

The Associated Press recently called Patricia Thorp for an article about holiday corporate gift-giving.

Reporter Joyce Rosenberg writes: "...Some business owners ... believe customers would be just as happy to see money that would have gone toward a fruit basket or keepsake go to a worthwhile cause. So the companies make donations to charities, with acknowledgment cards sent to customers.

Thorp & Co., a Miami-based public relations firm, covers most of its gifts through a donation to Heifer International, an organization that gives good food- and income-producing animals to families in need.

President Patricia Thorp said her company sent expensive holiday cards for years, but 'in a world where there are so many challenges and so many people struggling, shouldn't we put that money to better use?'"

For the full text of the Associated Press article, click on this link: Holiday Gifts
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