HOW BROADCAST PR WILL SABOTAGE YOUR BUSINESS IF YOU DON'T KNOW HOW TO DO IT.
From the end of World War II and the creation of the mass market, brand experts and PR companies have pioneered the concept of brand awareness.
entrepreneurs have invested an endless amount of resources to get their name out there.
As described in detail in my book Sabotage & Subversion: The 10 Principles of Business Guerrilla, brand awareness follows a conceptual and therefore practical misunderstanding.
​the cheapest version of the product sold in that category.
If I am neither the leader in the category nor the opponent to the leader (Coca-Cola vs. Pepsi, Red Bull vs. Monster, Apple vs. Samsung…), it's more than logical to consider myself a commodity trapped in the lower price circle.
What's the purpose of brand awareness?
The purpose of brand awareness is to get my name out there.
But what if I am not the leader, the opponent to the leader, or the cheapest version of product in my own category?
This is exactly where the pain starts.
and get your company to the next level!
he is the author of Brand Bullets, The UK's Broadcast PR Blog.
"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."