Few CEO’s, and presidents will admit that they get sidetracked when growing their company. This can cause negative branding as well as losses. Usually a weak pr marketing strategy or none is in place when this happens.
What is the answer? Keep the focus on your core products and services that are offered. As companies grow, they tend to diverse into other areas to expand their market reach or to increase profits. What happens typically, a company will either purchase smaller competitors or find “similar” products to market. If the strategy is to become more diversified within the company, then the direction the CEO and president had initially intended to grow the company, soon gets lost.
Having a strong pr marketing strategy is important. Connected with any pr marketing strategy is the branding of your company and/or the products you offer. A recent article in Brandweek illustrates this topic that discusses how Heinz made a turnaround to become more profitable. A man named Nelson Peltz had to re-direct the companies products and begin to focus on those that were the core to the company’s future. By increasing spending on marketing the company will gain the awareness to have a successful pr marketing strategy tied into higher profit core products. Peltz is known for his turnaround at Snapple, so he is both liked and hated by various leaders in the industry because he strategizes for what makes a company survive rather than be an executive with blinders.
We are in an age of branding. It is now more important to understand how to create a branding campaign along with a strong pr marketing strategy. Together these can be powerful when implemented correctly. If you need to increase your brand identity, then start now, not later. If you need help, give George Carson a call at Carson Marketing, Inc. You will be pleased with the results when you become one of his clients.