Don’t be a brand phony

Please stop calling your product a brand when it’s not one. And do yourself a favor. Ditch all the fancy brand language like brand persona, brand archetype and brand promise. You’re not Kleenex, you’re not Tylenol and you’re not Hostess Twinkies. Your product is more likely a best-kept secret. It’s unknown to most people and your sales are barely a fraction of what they should be. 

Calling your product a brand in the introductory and growth stages of the product life cycle is as hokey as a garage band with a used limo thinking they’re celebrities. 

Embrace the struggle. Fight the anonymity. Scrapdog for every bit of attention you can get. That’s how celebrities become famous and that’s how products become brands. Breathe Right Nasal Strips did that. Dan Cohen took every bit of media coverage we could get him. He worked tirelessly in anonymity until Breathe Right wasn’t anonymous anymore. The plaque they gave us doesn’t say thanks for helping us figure out our brand archetype. It says, “Thanks for helping us create a phenomenon.”  

Media coverage is an amazing way to make your product famous. It reaches vast audiences. And it’s not you telling people how great your product is; it’s the media telling your story. That gives you tremendous credibility. If people knew how great your product is, they would buy it. That’s what the media does: It tells the masses how great your product is, and it does it in a nice, friendly, believable way. The trick to getting a lot of media coverage is to use Media Relations Agency. We have been shining the media spotlight on products for over 30 years. We charge per story we arrange and clients love the accountability because they know they will always get media coverage for their money.  

Most businesses use only three of the promotional mix channels. They have a website, they run some ads and they do social media posts. But they skip the fourth: publicity. It’s like running a four-cylinder car on three. So call us and we’ll explain how we fire up that fourth cylinder. Ask us what we have done for other products and what we can do for yours. Our phone number is 952-697-5269. If you don’t have time to talk now, you can also schedule an appointment on our website, publicity.com.

Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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