Branding

Selling the Brand

I.C. Angles Communications Post…

Branding an organization, or in the case of my work with Molecular Imprints rebranding a company, can deliver important benefits. A new logo, visual style guide and website are a nice start, but particularly for deep technology, business-to-business companies that’s not even close to enough. A new brand needs to match new messaging and positioning, which are then integrated with communications outreach, in order to reshape how influencers, customers and potential partners view a company. In the case of Molecular Imprints, comprehensive rebranding helped position the company for an important customer deal and the ultimate acquisition of its semiconductor business unit by a partner in that deal and one of Japan’s leading companies, Canon.

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Mugged by Reality

ICangles Communications Post…

Revised Q1 GDP was released last Friday showing anemic 1.6 percent growth. This came on top of still high unemployment rates and plummeting home sale numbers. It is safe to say that reality hasn’t just mugged the Obama administration’s recovery summer PR campaign aimed at the midterm elections, but knifed it and left it for dead in the gutter. To keep this post apolitical, spread the criticism around and also mix a few metaphors, the Bush administration itself crashed and burned when the president pulled the PR stunt of landing on a carrier deck after the invasion of Iraq under a mission accomplished banner. Both cases illustrate the dangers of trumpeting future successes before they have been realized. Credibility tends to be far easier to keep by being conservative in one’s promises then it is to get back once lost.

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Sometimes Say and Do Nothing

ICangles Communications Post…

Today, when I was doing a little web surfing on the latest sports news I couldn’t help but read about an ESPN article on basketball star LeBron James. I couldn’t help but come across it because LeBron’s PR team had gotten ESPN to kill the story after it was posted. As a result instead of one forgettable ESPN online article that I amongst others would never have paid any attention to, there are now a multitude of articles about the pulled article. Also, because of the age of the Internet that pulled article still lives on other websites.

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