Perspectives - 2005, Issue 1
Greetings from Ray Kotcher
Senior Partner and CEO, Ketchum
In a world where change comes so rapidly, how can communications help you build brand believers who stay loyal?
This is a serious challenge for public relations practitioners and the entire marketing-communications community. It’s also the subject of this issue of Perspectives, Ketchum’s online magazine.
We explore “Building Brand Believers Through Communication” in two global roundtables with panelists who deeply understand brand communications and consumers.
The first roundtable group looks at how best to communicate a brand’s magnetism to consumers and also delves into how to avoid damaging a brand icon. Among the panelists is Douglas Atkin, author of The Culting of Brands, which has received significant buzz in our industry.
The second group focuses on a specific demographic: Women ages 25 to 54. It’s a demographic that’s increasingly important to marketers because women in this age group are potent consumers and decision-makers in their households. It has become such a powerful audience that Ketchum has introduced a specific communications product that helps companies reach it.
We’ve enlisted a group of young, creative Ketchum employees – Ketchum Midwest’s ImagiNation – to offer their advice on reviving a brand icon that has fallen on tough times: the Hostess Twinkie. I think you’ll find their insights into how to make Twinkie fanatics of today’s younger generation quite fascinating. I certainly did.
What’s hot at Ketchum? It’s Ketchum Personalized Media, a brand-new global offering that advises organizations about the fast-emerging world of online and wireless media – from blogs and podcasts to mobile marketing. Ketchum Personalized Media helps organizations know how, why and when to integrate these media tools into their overall communications strategy and strategic communications goals. eKetchum Director Adam Brown offers insights into this world and offering, gleaned from recent interviews.
And, finally, there’s "Street Smarts," a Perspectives feature that many of you say you read closely to gain cutting-edge insights into marketing and communications trends. This time we’re focusing on emerging brand trends.
As usual, I welcome your feedback on this issue of Perspectives. Please write me at ray.kotcher@ketchum.com.
