Wednesday, October 6, 2010

A Brand Needs To Influence The Message

I'm in Dar Es Salaam, in Tanzania on a branding project. In one of our meetings, a manager pointed out the fact that they are getting public criticism due to the fact that while progress on the construction phase of the project is commencing, the perception is that they are not being honest about the reality of the project. They believe that it will never happen.

I believe that the issue essentially is that the client needs to develop an information program that delivers regular factual information to various local on and offline media. No information only allows those who have much to gain from a failed project, control misinformation about you. Regular good news builds a natural interest in your project. While 100% control is a pipe dream, playing a leading role in your Brand story goes a long way in improving your perception quotient.

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