Issue 005    
       
 

Red, White and Brand:

Lessons learned from Repositioning the “Brand America” Abroad
 

  
 

This week, President George W. Bush’s administration and the U.S. media outlets have been buzzing with “P” words. Catch-phrases like: PR; Positioning; Perceptions; and Public Diplomacy have been flooding the political news arena lately.  This issue is devoted to lessons learned from America’s effort to brand itself as a country, and how these lessons can be applied to your own Products and services.

  
         
 

 

  
     

News & Updates

  
 

Think Brand Management versus Brand Promotion: 

Focus on managing the quality of the existing brand’s product or service, and then attach value to that quality.  For example, Mega-retailer Wal-Mart has launched an advertising campaign that aligns its brand with several “core” American values, which it has identified as family, health, teamwork and work-life-balance.   

 

  
 

Coming Soon

Stay tuned for the all new SPARK section of our website, featuring news, updates, polls, articles, and so much more.

 

March 17, 2005

Spotlight Communications has launched a PR campaign for Latino Career Expo 2005.  The event will take place from 1:30 –

6 p.m.  Over 1,000 Latino professionals, recruiters and attendees are expected. For more information visit latinocareerexpo.com

 

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  “Study Abroad” is not just for College Kids: 

The United States experienced criticism and difficultly in promoting its brand abroad, largely in part to Anti-American sentiment.  Put yourself in the same physical environment as your target audience and realize their perceptions in the existing marketplace.  The goal of your product should be to address these issues, and then promote your product as a viable solution.

 		    
 

Even Martha Stewart will tell you that Patience Yields Progress:

Understand that perceptions are not shaped easily, and are even more difficult to change. Branding is a time intensive process. Especially where there is already an existing public presence, it may take even more time, manpower and skill to re-shape those pre-existing perceptions.  

 

    
 

Develop Brand Allies: 

A strong brand is simply evidence of a strong relationship with your customers.  These relationships can be developed in many ways. For example, brand icons like Coca-Cola and McDonald’s spend about $1.2 billion each to make sure they are good global citizens, according to Knight-Ridder.  You should focus on building these strong relationships, both at home and abroad. 

 

    
 

Call upon Captain America: 

Find the right person for the job of leading your branding efforts.  The Bush camp was forced to regroup and tap a former presidential adviser to lead its public diplomacy efforts, but only after two failed hiring attempts.  Make sure that the person leading your branding efforts not only understands your needs, but that their skill set is a good match for those needs. 

   
       
 

Let Spotlight help with all of your public relations success. Give us a call at 781-487-0135, or e-mail us at info@spotlightcommunications.net. 

 
         
 

www.spotlightcommunications.net