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What SMEs can learn from (12 Zodiac) Big Brands

Looking out into the world today, it's easy to see why brands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable and needs to be meticulously built. SMEs must constantly look for that magical communication plan that will connect your corporate brand to your target audience and make your product/services an irreplaceable part of their life.  Brand building in not easy and if you aren’t clear about who you are, no one is going to be interested in you. It’s critical you understand who your brand is, and how you should be starting a relationship with your customers. Every company comes to the table assuming they are every guy/girl brand, but in 91% of cases, they aren’t. You need to drill down into what makes your brand special and how your customer…
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Why and How PR deals with Corporate Reputation, Image, Positioning and Identity.?

Every organization in today’s IT led world is witnessing unforeseen levels of competition for clients, customers, capital, talent, resources and space in media for message communication & coverage. Combine it with various challenges and uncertainty in business and economic environment, it’s not easy for your organization to maintain desired level of goodwill, reputation and growth.    To prevail these situations reputation becomes one of your most crucial assets and a critical factor for success. Your organization can actively plan and build a good reputation through Public Relations and effective Message Communication. Public Relations is about reputation — the result of what you do; what you say and what others say about you.Public Relations is the discipline which looks after reputation with the aim of earning understanding, support and influencing opinion and behavior. Drivers of Good Reputation. Business wisdom says that businesses can be built overnight, but reputations are earne…

Why you should start your PR today to become Distinct Corporate Brand?

Bill Gates was once quoted famously saying “If I was down to my last dollar, I would spend it on Public Relations” If the richest man on Earth values PR so much, why many of us still take a myopic view of the discipline that has been part of human evolution journey. PR is all about relationships and without it human evolution would have not been possible. We have often come across public relations function treated as an insignificant cousin of marketing or corporate strategy. We are often the first consultants on the chopping block when a share price takes a nose dive and cash flow is under the microscope. However, the good thing is this reality is slowly and steadily changing. There are scores of company directors today who take opposing view and understand that when the going gets tough – that is the time you need PR the most. It is the time you need solidarity, support and solution to deal with adverse situation.  You see when it comes to PR – it’s all about laying the groundwork an…

How PR helps SMEs add value to their business and reputation?

India is country of 1.4 million small and medium enterprise (SME) businesses. As of now there are over 300 companies listed on the SME platform of Bombay Stock Exchange and National Stock Exchange and several hundred companies are expected to list in the near future. I happen to interact with the top management of many SME companies and majority of them were confused about the value PR can bring to their businesses and reputation.  
Although most big companies today understand public relations is important, but for SMEs PR is still an obscure concept. The question SMEs often ask is how will PR help me take my business to the next level? The simple answer is when it comes to modern organisations business plans, public relations (PR) represent an important tool in the marketing mix, actively and continuously differentiating brands from the competition and speaking directly to audiences. Here are just a few reasons why PR is a must-have for every SME communication strategy:

1. PR creates awa…

Integrated Marketing Communication (IMC) takes you beyond basic communications tools.

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.
Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time.
This is enhanced when integration goes beyond just the basic communications tools. There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen Integrated Communications.
Horizontal Integration occurs across the marketing mix and across business functions - for example, product…