A Branded World: Adventures in Public Relations and the Creation of Superbrands
Editorial Reviews
Book Description
The head of a celebrity public relations firm offers expert advice on the art of PR and branding
In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.
Michael Levine (Los Angeles, CA) has represented hundreds of major-name celebrities as head of a prominent public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His client list includes Janet Jackson, Fleetwood Mac, and Reebok, among others. His essays have appeared in USA Today, the National Review, the Los Angeles Times, and The New York Times.
From the Inside Flap
Branding is ultimately the way you differentiate your product from the competition. Whether you're selling a celebrity image, automobiles, or a financial service, your goal is to make your brand the most recognizable by the consumer. But there's much more to effective branding than a memorable slogan and ubiquitous advertising-public relations is becoming key to the entire strategy. PR is much more than just damage control for when something goes wrong; it's an effective way to communicate the story of your brand through media outlets that the public trusts.
A Branded World looks at branding from the unique perspective of one of America's premier PR executives. In it, Michael Levine-whose clients include major Hollywood stars and top musicians-proves PR is a tool just as effective at turning everyday products into widely recognized brands as it is at turning talented artists into household names. Though it has a certain mystery to it, there's nothing mystical about PR. Behind the scenes, it's a discipline, one that can be taught and learned, practiced and analyzed.
A Branded World utilizes real-world examples and anecdotes from Levine's experiences to show how PR fits into and supports a branding campaign. It follows a fictional product-in this case, a brand of ice cream-through the entire branding process, illustrating the many ways PR can help marketers build that once-in-a-lifetime brand. Levine offers a PR professional's trenchant analysis of common branding concepts and looks at some of the inspired choices and phenomenal flops in branding history, explaining why some brands become almost sacred while others are simply forgotten. He also looks at the many ways PR impacts some of the most vital aspects of branding, such as e-branding, first impressions, and brand loyalty.
Filled with engaging stories and nuts-and-bolts tips for leveraging PR to build brands and communicate brand identity to consumers, A Branded World shows marketers and brand managers how to tap into the power of PR to build stronger brands.
A Branded World: Adventures in Public Relations and the Creation of Superbrands
A Branded World: Adventures in Public Relations and the Creation of Superbrands,Michael Levine,Wiley,0471263664,Advertising & Promotion,Brand name products,Business & Economics,Business / Economics / Finance,Business/Economics,Marketing - General,Product Management,Public Relations,United States,Business & Economics / Advertising & Promotion
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