The growing trend to ditch the brand mascots of yesteryear – costumed characters, furry animals and/or talking cartoon characters whose playful presence lends a spirit of fun and identity to a brand – has been gathering momentum in recent years. Changing an image is one thing. Erasing an entire brand’s populist/institutional memory is another. What gives?
True or false: public relations should mirror all other marketing activities? The answer: a murky ‘it really depends on the situation’.
Trendwatching.com proclaimed servility to be the wave of the future for winning over consumers. By their definition, servile means “turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.”
Pierce Mattie Communications caught up with Kelly Kovack of Brand Growth Management after her seminar “Discover the Packaging World” at Cosmoprof Asia.
Good press can mean various things to individual brands. It can increase awareness of your products and services, it can drive traffic to your website or retail locations, and it can create appeal to potential distribution partners.
While larger and more established beauty brands may have equally larger budgets, it doesn't always equate to understanding and utilizing the social media space in the most effective way.