How to Create a Superbrand

Unless you have the time and the millions of dollars to spend, it is not overnight success that builds a brand to become a superbrand. When you hear or see the logos for Starbuck’s, and companies like Google, or exotic cars like Lamborghini you immediately have an image in your mind. So how didSuperbrands these names get so big in recognition? Like I said, it wasn’t overnight. These PR Clients built their names over time. Each of them started out with small pr marketing strategy and publicity campaign. As the companies grew, they created identity campaigns, targeting their specific audiences.

Different methods of advertising and marketing are applied to become a superbrand. This can include local publicity, direct mailers, Internet marketing through YouTube, social networks, even word-of-mouth. All of these pr marketing strategies will work, but only few names become “super”. Just like an athlete, or a rock star, you may have heard of them, but only a few standout when you think of a sport, or a rock band.

Brandweek magazine publishes yearly the Superbrands issue. This year one article discusses what makes a brand super. The writer says Brandweek uses a score method to decide which are superbrands. The scoring is based on comparisons. Although a complex method is used, some of the stats used are the amounts of money each spends on advertising and marketing. This in turn creates awareness and builds an identity. The writer also explains that doing this is why you say to yourself, “I really shouldn’t be spending $4 on coffee, but…”or “I know the Dell notebook is $500 cheaper, but…” These examples tell us that when you say this to yourself, you then have identified a superbrand. When a PR Client reaches this status, it then requires a lot to maintain that position.

Branding sells more than the name but a lifestyle. It is how we want to be perceived by our peers. If you drive a BMW or a VW bug, those around you perceive you differently. This applies to how and what you wear. Fashion has been how we brand ourselves. It is through the “branded names” we buy that helps us to become a specific brand in the minds of those who sees us.

When you want to build a brand, then you need a plan. PR Clients who become successful start with a pr marketing strategy. This marketing plan is the roadmap that will get your name to become super. Oh, one more thing, you need a budget to get there. So be prepared before planning your company’s future.

Is It Publicity or Marketing?

YouTube and Google

Google and YouTube purchase Google likes being in the news and takes a lot of chances. But that is one of their marketing strategies, to keep in front of the computer user public.

I have read many articles lately about the purchase of YouTube by Google. Some good, some are not.

One interesting viewpoint was by Bill Wise of Did-It, a search marketing agency.

He tells us that Google could have made a blunder in the $1.6 billion purchase. Bill gives three reasons for his theory:

  • YouTube is still young and in a market that has attracted a young audience and still hasn’t turned a profit
  • YouTube has only 65 employees compared to Google with 8,000 and MySpace with 300
  • Last is the legal issues that YouTube and Google are facing with copyright infringement

No matter your perspective, Google will win in the long run. It is possible that YouTube could be a short lived fad, or be taken over (in the market share) by Microsoft’s version (Soapbox), or other networks like CBS allowing downloads of shows and who knows, maybe videos. What Google is gaining is a lot of Publicity. You cannot pick up a publication, newspaper or watch TV, listen to radio without hearing something about this acquisition.

So the question remains, Is google creating a major publicity campaign around YouTube? If so, I think they will get back their investment just by the fact that many new people will now be attracted to YouTube and be exposed to the advertisers that Google hopes to reap the profits from. I’m also sure that Google learned it’s lesson with the failure of the ad venture, GooglePrint. Maybe they can apply the right marketing with this new venture.

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