BRAND POSITIONING: HOW TO CONVEY YOUR POSITIONING OF EXCELLENCE BY BUILDING THE INFRASTRUCTURE OF YOUR COMPANY WITH OVERACHIEVERS
Most entrepreneurs don't realize that recruiting employees is part of the overall branding strategy a company should follow.
Recruiting is a very sophisticated art and one of the greatest endeavours an enterprise can undertake.
During my career I have developed a simple principle that a company should follow to preserve its values and ambitions:
“Quickly fire. Slowly hire.”
I would love to start this article with a quote by Al Ries in The 22 Immutable Laws of Marketing, in which he specifically speaks about the Law of Acceleration:
A fad is a wave in the ocean, a trend is the tide. A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good. Furthermore, a company often tends to gear up as if a fad were a trend. As a result, the company is often stuck with a lot of staff, expensive manufacturing facilities, and distribution networks […] When the fad disappears, a company often goes into a deep financial shock.
If you do not have a PR manager in your company due to your structural needs, you must be very careful in outsourcing it.
PR is a fundamental milestone for any company in today’s over-communicated society.
However, not all PR campaigns are successful, even when they are humorous and enjoyable.
Funny and creative PR is what many marketing departments are looking for because they think that spontaneous creativity will drive a positive image and convert into sales.
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Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
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Brand Positioning. Broadcast PR. Brand domination.