Part 2

The Rise of PR

Presented by
Nafiz Mustafiz (Roll-02)
Asaduzzaman ( Roll-36)
Advertisement lost its credibility
The Power of a Third Party
 The Power of a Third Party
How do you read a newspaper or magazine or watch a
television show?

Don’t you differentiate between the editorial and the

Yes advertising?

Don’t you only look at ads that you find exceptionally

interesting or amusing? Yes

Don’t you view the advertiser’s

Yes message with a great deal of skepticism?

What do you spend most of your time reading?

Advertisement Editorial & Others.

 The Power of a Third Party

Advertising’s Dirty Little Secret

Do As I Say, Not As I Do

Advertising for PR Purposes

Applying Shock Therapy

 Building a New Brand with PR
What about the successful launch of the Windows 95
brand?

No Was that $200 million on advertising?

$8 million Microsoft paid the Rolling Stones for

the rights to their song “Start Me Up” for the television NO
commercials?

It was a success because

• It was a revolutionary product and
• the media’s relentless coverage of it.
 Building a New Brand with PR
Is it possible to build a well known brand in a short period of time
with no advertising at all? Sure

1.0 The Slow Buildup

2.0 A new category name

3.0 A New Brand Name

4.0 A spokesperson with credentials

 Rebuilding an Old Brand with PR
Rebuilding the AARP Brand

Rebuilding the Heart Brand

Rebuilding the Bacardi Brand

Rebuilding the MARTA Brand

 Establishing Your Credentials
The Datastream Story

The Starbucks Story

The Miraclesuit Story

 Rolling Out Your Brand

Rolling Out a Doughnut Brand

When You Don’t Need to Be First

Up and Down the Mountain

Building the “Positioning” Brand

 Building an Educational Brand

What is the best Engineering University of Bangladesh?

 Building a Geographical Brand
• Guatemala
– A center of Mayan civilization
– Change the name to GUATEMAYA
– Go for PR
• Peru
– Machu pichu, Inca civilization
– City of Inca
– Go for PR
 Building a City

• Sydney during 2000’s olympic

– Worlds most sophisticated city
• Key thinks to remember when
designing this brand
– World class city
– People should take it authentic
– Memorable with Sydney
– Consistent with the
symbol of the city
 Building a State

• Mississippi
– a canoe race
from the source of the Missouri
to point at which the Missouri River flows
into the Mississippi.
– Lewis and Clark expedition of 1804.
– Go for PR BE The first to differentiate
SILLICON VALLEY-AMERICA’S HIGH
TECH INDUSTRY
SILICON ALLEY, SILICON BEACH,
SILICON HILLS-????
 The Missing ingredient-Celebrity
• High tech industries understands it well
– Bill gates & Microsoft
– Larry Ellison & Oracle PR focuses
– Steve jobs & apple on a spoke
person, not
• PR success depend on celebrity spoke person a team
– Ted turner & CNN
– Donald trump & trump organization If your
• Fast-food Brand
doesn’t
– Colonel Sanders & KFC have one
• Papa john’s “better ingredient, Better Pizza.” get one
– Stir the media and a law suite from pizza hut
 Line extension
• Don’t be a me-too product, differentiate
New Brand
– Palm, the first handheld computer.
is better
– BlackBerry, the first wireless e-mail device than line
• Some times change is an enemy. extension
Change it slowly
If too many
– Launching new coke almost caused to loose 99
product
years of cola heritage
brand will
• Too much extension causes to lose focus be weaker
– IBM PC Cost of advertising a new
Brand
New brand depends on
PR
 Launching a Small Brand
• Focus on narrow group. Build loyal customer.
Try to win every one, you’ll loose every one
– Toyota Honda Nissan
started from a narrow segment
– Harley Davidson’s HOG ( Harley Owner Group)
• Some times change is an enemy.
Change it slowly
– Launching new coke almost caused to loose 99
years of cola heritage
• Too much extension causes to lose focus
– IBM PC
 Launching a Small Brand
• As your loyal customers grow older
Take care of your customer with upgraded product
– Promotion BMW
– Family-Volvo
• Good everything But Wrong names in the category will
not sustain
– Esteem as clothing store name works
– Vim face wash
• Change Bad Names
– Tom Mapother became Tom Cruise.
– Ralph Lifshitz became Ralph Lauren