Last year we talked about the significance of brand, and how for a brand to be successful, people must know about it.
Yesterday, we teamed up with the Metro newspaper and undertook a huge brand to hand exercise where we gave away Powwownow merchandise to commuters across London’s busiest stations.
The aim of this activity was to do something different and be talked about. Not only through the brand activity taking place across London but also via our national advertising campaign. Our adverts last summer certainly caused a stir when Cecil decided to pick on Greece, and in 2013, he is already causing a stir as he penny pinches his way through the recession.
But the question is, does publicity have to be positive to be successful? We aren’t so sure, we love causing a stir and evoking mixed reactions from the general public – it demonstrates our fun, non-corporate side. We are the SME champion, the people that do something a little differently whilst still providing the highest quality service. Being cheeky is on our nature. We believe the intended nature of our advertising is clear, but sometimes we have to evaluate the success of the campaign when negative comments are being made. How do you decide whether the negative comments outweigh the benefits of people talking about your brand?
So your brand is being talked about and is going from strength to strength, how do you continue to strive and push boundaries and raise awareness for your brand? As we have said before – never rest, never settle on what you have achieved – look for what you can develop next or what you can change to grow and expand your brand. Thinking to the future and always looking for that next goal will mean your brand will strive.