This is a pretty decent article in The New York Times by Peter Goodman on August 21 http://nyti.ms/cIJTIw, and it is definitely worth reading from beginning to end. I am not going to repeat the lessons outlined in the article, because while there are solid points to be learned, there is nothing new here.
Brands have a funny way of taking on a life of their own, don’t they? Or maybe I should rephrase that to reflect that the public has an interesting way of interpreting what a brand is or stands for.
Look at Sony’s Walkman brand. Everyone called their portable music player a “walkman” at some point, right? Then there’s the copy machine. There are those of us who are still guilty of saying things like “I’ll make a Xerox of it.” Really? You’ll take a piece of paper and instead of photocopying it, you’ll miraculously turn it into an expensive piece of machinery made by the Xerox corporation? Interesting.
There are times I question what makes news these days. As I passed our wall-mounted TV in the lobby this morning with my cup of coffee, I paused to see CNN reporting “breaking news” that Shakira was about to reveal the outfit she will wear during the closing ceremony of the World Cup. Really? Is this news? I suppose it is if you’re in the fashion business and your dress is Shakira’s outfit of choice, but come on! I couldn’t help but laugh.
With all of the talk today about brand, authenticity and trust, Mason is replacing the word authority with resource when helping its clients develop sustaining brand platforms and messages. Recently, we have completed brand development programs for Hospital for Special Care and Acadia Insurance.
Bethany, Conn. (June 14, 2010) – The stars were shining bright last night as Mason, Inc. received a total of six awards at the Public Relations Society of America’s (PRSA) 2010 Mercury Award ceremony held at Anthony’s Ocean View Restaurant in New Haven, June 10. The firm earned two silver and four gold awards for its work with the Hospital for Special Care, Connex Credit Union, The United Illuminating Company and Mason, Inc.