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2005 > Issue 1
Britney Spears has her disciples. So do Paris Hilton, Lance Armstrong, Starbucks and TiVo. Today’s crowded and competitive marketing world and the constant assault on consumers from commercial messages make it essential that brands cultivate their own legions of loyal followers – passionate brand warriors. That’s what spells success and that’s what this issue of Perspectives explores: Building Brand Believers Through Communication.

In this issue, our Global Roundtables focus on the general topic and also on how to build brand advocates among the powerful demographic of women ages 25 to 54. A group of creative Ketchum professionals offers insights into how to reignite a brand icon: the Hostess Twinkie. Our hot trends column, Street Smarts, spotlights some cutting-edge marketing trends that also cultivate brand believers. And What’s Hot at Ketchum looks at Ketchum Personalized Media, a new offering that advises organizations on the fast-emerging world of blogs, podcasts and other online and wireless media tools.
Greetings from
Ray Kotcher
Global Roundtable:
How to Build Brand Magnetism and Believers
Global Roundtable:
Building Brand Believers Among Women 25 to 54
Brand Believers for the Hostess Twinkie
Street Smarts
What’s Hot at Ketchum
• Ketchum senior partner and CEO Ray Kotcher maintains that a critical challenge for public relations and the entire marketing communications community centers on mastering how to build brand believers who stay loyal.
• Douglas Atkin, author of The Culting of Brands, and three other brand-marketing experts look at how best to communicate a brand’s magnetism to consumers and how to avoid damaging a brand icon.
• Listen to a podcast in which Douglas Atkin chats about how to build brand believers.
• Kodak’s director of worldwide advertising and other experts on marketing to women explore how to build brand warriors among women ages 25 to 54.
• A group of young Ketchum professionals, the creative ImagiNation, dishes up an array of ways to bolster the Hostess Twinkie brand.
• Heard of Twinsumer, offline marketing and teen shadowing? They’re among cutting-edge brand-marketing trends in Street Smarts.
• eKetchum Director Adam Brown takes you into the world of blogs and podcasts as he welcomes you to Ketchum Personalized Media.
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