About Dan Purvis

PR, comms, digital / social media specialist and advisor.

While consistently balancing the need for sustainable, impactful campaigns that incorporate PR, social/digital media and external communications in the mix, I ensure that game-changing strategies are aligned to commercial goals and objectives. Passionate about social media, the value of digital properties and PR, I have a proven track record of successfully leading various PR-specific and multi-discipline marketing campaigns. Internal comms, crisis comms and stakeholder liaison is also a core strength of mine.

Comments

  1. What do you think about the ‘a brand is not controlled by the company, it’s controlled by consumers and what they think your brand is’ type of message that I read in marketing books?

    • Good question – thanks for your commment! It’s an interesting concept that you wouldn’t go too far wrong by adhering to. Indeed, I state in my “Know Your eCustomer” (http://digitalmusings.net/know-your-ecustomer-its-time-to-get-engaged/) post how the customer must come first and be at the heart of all online strategies.

      However, “control” is a dangerous word…I don’t think a brand can be controlled by one particular group. There are far too many variables that contribute to a brand – it is influenced by:

      > the company – how it conducts itself, how it communicates, what it broadcasts, who it engages with, the style and substance of its advertising and marketing campaigns etc
      > the customer/consumer – how they perceive the company and then how they communicate to others what they think about it, what they want from it, how they interact with the company, what are their needs/wants, how active are they in giving their feedback and publicly they shout about this feedback and so on
      > the media – how it reports about a company, positive or negative coverage, is it biased due to some alliance or political agenda, etc
      > the employees – how do they interact with peers, what do they say about their own company, how closely do they ‘live’ the company values, how well respected are they by their industry…

      After all, perception is everything – a picture can be perceived in a thousand different ways by a thousand different people. So to say any one thing “controls” a brand is not something I would sign up to.

  2. James Self says:

    How about the branding paradox extant in a situation where one company runs two or more brands? The company’s image, it’s public face, must therefore be substantially more difficult to manage, and the effort required to effect significant change on public perception, once ingrained (particularly as a result of bad press, which can wipe out a good reputation in days), strikes me as difficult in the extreme – were it not already a complicated enough process with a solitary brand to consider! What advice would you give a PR head, for example, in a situation where one of the brands within their sphere of influence was being tarred with the same brush as another simply as a result of guilt by association?

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