Vibrant Public Relations - What's Your Story!

Integration - brought to you by the letter “I”

Much of what I do through my own creative process and with clients is to fully integrate messages, brands, images and the personality of a company into everything we communicate. It’s what I call creating a living, breathing brand.

I was catching up on my newsletter reading this morning and ran across a good article by Gregory J. Pollack with PBM Marketing in Marketing Profs. In this article Pollack talks about taking the idea of fully integrated brands into “Partnership Brand Marketing”.

I found his ideas dead on. He writes, quite well, exactly what I’ve been talking with a few of my clients about recently. Choose your partnerships for promotions and marketing carefully and with a strategy of reaching a new customer base in mind.

Pollack writes:

“But the key ingredient is integration. It is not enough to create a promotion or align with a licensed property. It is not enough to create a joint merchandising display.

Well-crafted partnership brand marketing should include every possible touchpoint that your business has with its customers—both traditional and nontraditional marketing, including Internet, special events, advertising, promotions, public relations, packaging, merchandising, and a host of other marketing components. ”

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Vibrant Resource: Marketing Profs - I’ve been reading it for more than 6 years and it continues to provide fresh ideas and information.

Vibrant Challenge: Think about your brand. It’s more than just your logo, it’s a balance of your personality, benefits and primary point of differentiation. Is it fully integrated into everything you do in business? Ask yourself, “What do I need to do to prepare for brand integration.”

Vibrant Goals: Make a list of other brands you’d like to partner with to build your own brand. Remember to think strategically.