As the date for Scotland’s independence referendum edges closer, the decibel level from conflicting voices continues to rise, says Charlie Laidlaw.
Business success involves determining a commercial and marketing strategy, setting realistic objectives, and creating a promotional programme to help make it happen.
It’s hard to overestimate the impact that Wally Olins CBE, who died recently, has had on the marketing landscape, almost single-handedly inventing the concept of brand management and embedding the idea of brand equity into the minds of marketers and business leaders, says Charlie Laidlaw.
It’s something that we all learn at school and, at one level, it’s a pretty easy skill, says Charlie Laidlaw.
There’s nothing worse than random marketing, with confused (and confusing) messages being squirted out without any thought to the recipient, your potential customer, says Charlie Laidlaw.
The issue of PR and its influence on the media is never far away, the underlying concern being that PR either distorts the truth or blatantly hides it.
King Boabdil, the 15th century king of Grenada, didn’t much like the news that a city had fallen to his enemies. So he had the messenger killed.
The search for MH370 continues, with possible debris spotted in the water, but with factual information either patchy or non-existent.
The advent of big data is allowing companies to deploy smart marketing campaigns aimed at smaller and smaller segments, profiling all of us against analytical technologies that are driving messaging from the macro to the micro, says Charlie Laidlaw.
Public relations has become such a fractured discipline that it no longer quite knows what it is.
Companies stand or fall on the authenticity of their brands, with brand value an integral element in corporate and marketing strategy – the same is true of countries.
The worlds of marketing and communications have shifted on their axes in recent years – and the speed of change is hotting up. It can be a bit bewildering. So, to try and simplify things, here are 10 golden rules for the new PR.