Tuesday, April 22, 2008
The Genesis of Emotional Branding
Emotional branding Apparition considered by some to be Randallj relatively unique field, yet in the PR world we have been using it for years. The PR process Batmanzuikcnz 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 Christmas in Mexico building tools available. A company builds a lasting successful brand by developing and Freemoviessjfqbmkkv 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 (c) Anthony Mora 2007
Anthony Mora
President & CEO
For further information visit: www.AnthonyMora.comwww.AnthonyMora.com
Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.
