Image - The BS Report

Today on PR Breakfast Club, I chat on what branding means to me with Keith Trivitt. Here is a brief excerpt of the post:

Keith Trivitt: Jeff, what is your opinion on the current state of corporate branding?

Jeff Esposito: A brand is a living and breathing symbol of a company. It goes beyond a logo, catchy tagline or jingle—it is what a company means to its constituents. In the age we grew up in [the past 30 years], a lot of what we knew about particular brands was based on the media and advertising. Fast forward 20-some-odd-years, and one-dimensional messaging does not exist anymore. We’ve entered an up-to-the-minute news cycle now, so perception is reality. It may sound cliché, but companies really need to be listening and monitoring what is being said about them. When blogs came onto the scene, there was not a lot of emphasis on their importance; however, a negative post or Tweet can really cause some negativity around a brand. In a nutshell, brands need to speak to their customers, both literally and figuratively.

KT: Your point about corporate branding going beyond just a logo or a catchy jingle is spot-on. So often, the public—and often, even business executives—thinks of branding as this one-off project you do early in a company’s growth cycle to try to catch people’s attention. Branding is often viewed as a quick fix. But as I tell clients, branding, marketing and communications should be seen as long-term solutions to what are often long-term problems for many businesses: staying top-of-mind for your key audiences. And like you say, Jeff, with the advent and mass adoption of social media, if you’re not actively monitoring brand sentiment and even trying to persuade brand sentiment through various digital PR means, you’re not really engaging in active 21^st-century branding.

Click here to read the post in its entirety.

Image - The BS Report

Today on PR Breakfast Club, I chat on what branding means to me with Keith Trivitt. Here is a brief excerpt of the post:

Keith Trivitt: Jeff, what is your opinion on the current state of corporate branding?

Jeff Esposito: A brand is a living and breathing symbol of a company. It goes beyond a logo, catchy tagline or jingle—it is what a company means to its constituents. In the age we grew up in [the past 30 years], a lot of what we knew about particular brands was based on the media and advertising. Fast forward 20-some-odd-years, and one-dimensional messaging does not exist anymore. We’ve entered an up-to-the-minute news cycle now, so perception is reality. It may sound cliché, but companies really need to be listening and monitoring what is being said about them. When blogs came onto the scene, there was not a lot of emphasis on their importance; however, a negative post or Tweet can really cause some negativity around a brand. In a nutshell, brands need to speak to their customers, both literally and figuratively.

KT: Your point about corporate branding going beyond just a logo or a catchy jingle is spot-on. So often, the public—and often, even business executives—thinks of branding as this one-off project you do early in a company’s growth cycle to try to catch people’s attention. Branding is often viewed as a quick fix. But as I tell clients, branding, marketing and communications should be seen as long-term solutions to what are often long-term problems for many businesses: staying top-of-mind for your key audiences. And like you say, Jeff, with the advent and mass adoption of social media, if you’re not actively monitoring brand sentiment and even trying to persuade brand sentiment through various digital PR means, you’re not really engaging in active 21^st-century branding.

Click here to read the post in its entirety.

Image - The BS Report

Today on PR Breakfast Club, I chat on what branding means to me with Keith Trivitt. Here is a brief excerpt of the post:

Keith Trivitt: Jeff, what is your opinion on the current state of corporate branding?

Jeff Esposito: A brand is a living and breathing symbol of a company. It goes beyond a logo, catchy tagline or jingle—it is what a company means to its constituents. In the age we grew up in [the past 30 years], a lot of what we knew about particular brands was based on the media and advertising. Fast forward 20-some-odd-years, and one-dimensional messaging does not exist anymore. We’ve entered an up-to-the-minute news cycle now, so perception is reality. It may sound cliché, but companies really need to be listening and monitoring what is being said about them. When blogs came onto the scene, there was not a lot of emphasis on their importance; however, a negative post or Tweet can really cause some negativity around a brand. In a nutshell, brands need to speak to their customers, both literally and figuratively.

KT: Your point about corporate branding going beyond just a logo or a catchy jingle is spot-on. So often, the public—and often, even business executives—thinks of branding as this one-off project you do early in a company’s growth cycle to try to catch people’s attention. Branding is often viewed as a quick fix. But as I tell clients, branding, marketing and communications should be seen as long-term solutions to what are often long-term problems for many businesses: staying top-of-mind for your key audiences. And like you say, Jeff, with the advent and mass adoption of social media, if you’re not actively monitoring brand sentiment and even trying to persuade brand sentiment through various digital PR means, you’re not really engaging in active 21^st-century branding.

Click here to read the post in its entirety.

Image - The BS Report

Today on PR Breakfast Club, I chat on what branding means to me with Keith Trivitt. Here is a brief excerpt of the post:

Keith Trivitt: Jeff, what is your opinion on the current state of corporate branding?

Jeff Esposito: A brand is a living and breathing symbol of a company. It goes beyond a logo, catchy tagline or jingle—it is what a company means to its constituents. In the age we grew up in [the past 30 years], a lot of what we knew about particular brands was based on the media and advertising. Fast forward 20-some-odd-years, and one-dimensional messaging does not exist anymore. We’ve entered an up-to-the-minute news cycle now, so perception is reality. It may sound cliché, but companies really need to be listening and monitoring what is being said about them. When blogs came onto the scene, there was not a lot of emphasis on their importance; however, a negative post or Tweet can really cause some negativity around a brand. In a nutshell, brands need to speak to their customers, both literally and figuratively.

KT: Your point about corporate branding going beyond just a logo or a catchy jingle is spot-on. So often, the public—and often, even business executives—thinks of branding as this one-off project you do early in a company’s growth cycle to try to catch people’s attention. Branding is often viewed as a quick fix. But as I tell clients, branding, marketing and communications should be seen as long-term solutions to what are often long-term problems for many businesses: staying top-of-mind for your key audiences. And like you say, Jeff, with the advent and mass adoption of social media, if you’re not actively monitoring brand sentiment and even trying to persuade brand sentiment through various digital PR means, you’re not really engaging in active 21^st-century branding.

Click here to read the post in its entirety.