Tag Archives: Branding

Marketing and Public Relations – Enduringly Relevant

There will always be a need for Marketing.

There will always be a need for Public Relations.

The fundamental principles and basic tools remain relevant and crucial. It’s all about adapting them and understanding how to make them work for you.

Organizations will need to continue, as they have since the establishment of commerce, to educate and inform their customers about the product, what it is, what is does, how it works, and, most importantly how it meets the users needs.

Yes, social platforms, social media and the World Wide Web have radically changed how we seek and consume information.

Power has shifted to the purchaser/user.

As I’ve said repeatedly, the pendulum of power has swung in the favour of the people purchasing and using the products. Their role is more active than ever, as they seek and take control of their needs for information: when they want it; how they want it, when they want it.

Long gone are the days where customers passively sat on the couch in front of the TV or with a magazine being served the information Brand Advertisers wanted them to see. Information based on psychographics, demographics identifying the target users so the reach was appropriate, but little attention was paid to tailoring the message.

This makes the challenge of reaching customers both much more complex and that much easier. It has resulted in a communication strategy shift from hard sell to meaningful, compelling story-telling with the target group at the heart of the story, a crucial participant.

It means getting the information to them via the most appropriate channel, when it is most relevant and communicated in a manner that is meaningful/helpful/useful.

What is unchanged is the basic need for information.

It is more important than ever to consider the opportunities for sharing information.

There are many vehicles, and each has advantages and constraints. To be effective, marketers/communicators must use multiple channels, with a basic, consistent message subtly tailored for each different audience.

One of the vehicles, frequently overlooked but as useful as ever, continues to be the press release.

The news release is the fundamental information created and vetted by the disseminating organization and remains the official and formal means of fair disclosure.

Research* indicates news releases remain the most credible source of news for reporters and journalists. The information they contain has been crafted and vetted for accuracy by the owner of the news.

So, while as Sarah Marshall The Wall Street Journal’s social media editor for Europe, Middle East and Africa says, “Social media has become intertwined with the processes of how we gather and distribute stories.”

It doesn’t eliminate the need for traditional marketing and communication tools like press releases. Press releases contain the basic message.  A great starting point.

*Source: The State of Journalism in 2011 Oriella PR Network Digital Journalism Study

It’s Time We Replaced the Word “Consumer”

photo credit: markhillary via photopin cc

photo credit: markhillary via photopin cc







Marking has changed dramatically.
It’s 2014.  The world has changed dramatically in the last five years and change is escalating.  Technology and Social Media have severely disrupted the status quo, especially with respect to Marketing.
Marketing, always a complicated and ephemeral discipline, has become further fragmented and even more intricate with many more tools and options.
While, once again I’ll get on my soapbox and restate that every effort must align with the strategy (implying you MUST, first, have a strategy), the fact is that many of these effective new options involve Social Media.  And that’s a good thing.
One of the most significant shifts in the paradigm is the transfer of power from Brand Managers and the Marketing team to product users in terms of Brand ownership.  The people who use, buy, consume the product (or service) exert a great deal of influence over the Brand, it’s characteristics and communication.
As Marketers, we have always needed to have a profound understanding of the product and the people who consume it.  This, in order to determine appropriate strategy, communication, vehicles and messages.
But with the product users being more and more implicated and responsible for the Brand, the role of Marketing has shifted from primary owner of the brand identify and reputation to a more of a partnership role shared with the actual humans who comprise the brand franchise; the people who are served by the product.
We need to find a different word for consumer.
Due to this, the marketing community needs to replace the word consumer with something better.
A word that does not create a “third-person”, arms-length distance that allows us to objectify the members.
Or that leads to define the group of product users with severe or limiting constraints.
We need a term that doesn’t imply a large, homogeneous, characterless group with more in common than not.
I believe if we had a term that acknowledged the new Brand partnership and more adequately reflected the new brand relationship between the corporate owners and those that take the product home, it would help us, as marketers, do a better job:
–  To establish and foster better relationships
–  To create meaningful dialogue.
– To build mutual trust and respect.
–  To do what’s right, BOTH for the brand, and the people for whom it’s conceived.                  The word “consumer” is passive, not active.  It is no longer appropriate and does not well represent the characteristics and influence of the franchise.
And what is the “new” word for “consumer”?
I have a few suggestions, but I don’t have a definitive answer.  This is something that we need to talk about, discuss and deeply consider.  It’s too important to leave to one person.
The new word for consumer needs to better reflect the multiple characteristics of the group it will designate:
It needs to have aspects of “fan”.
It needs to connote “audience”, but in a specific and targeted manner.
It should acknowledge the humanity and yes, even the personality of the group.
It must demonstrate the respect and value held for group members.
The word should be accepted by the people in the group (come on, have you ever identified yourself as a “consumer”?)
It must be both comprehensive and inclusive to accommodate the diverse mosaic of the group.
So far, in my search, I have really not come across anything that I like other than the word “loyalists” which may have too many historically political associations to be appropriate.
What do you say? Do you agree we need a new term for consumer? What should that term be?

Originally published January 8, 2014 on mononews