Building conversation around your brand has long been an important and effective marketing communications strategy, especially in today’s hyper-connected environment where ‘white noise’ is at a peak as is the public’s ability to screen out advertising messages.
That said, it’s not exactly an easy strategy – it takes time, effort and considerable thought to consistently develop and surround your brand with interesting ‘talking points’ that resonate with key audiences.
This is what PR people have been doing for decades. As a profession we’re very adept at creating stories and engaging an audience whether directly or via journalists and media producers.
For many years the channels used for brand talking points included broadcast and print media, web, printed materials and face-to-face/live forums. These channels continue to exist today of course but you can now add a vast interactive layer called the social web.
The myriad channels available to imbed your brand story in the public consciousness is at once complex and dazzling.
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