How to single out a new brand in our times of a steadily increasing consumers’ cynicism who day after day are literally bombarded and assailed by thousands and thousands of news of persuasive and promotional nature? And how to inform about the value of a brand while the consumer is trying to do all possible subterfuges in order to evade such communication or is looking for new and non-formal sources informing him about products? What must be done in order to create and build up the consumer’s loyalty to the given brand? In the dynamically evolving society these questions are not easy to answer. Edelman tries and makes all possible efforts to keep up with those changes by following up the behaviour of consumers day by day, and by adjusting and adapting its vision of the brand in the field of public relations (PR) that, however, departs sometimes from the form of classical campaigns based chiefly on relations with mass media.
In setting for already 50 years the trends in the sphere of public relations the Edelman pieces together the needs of the more and more exacting consumers with market expectations. In maintaining old traditions and in creating campaigns related to the most renown and world-known brands, like e.g. Johnson & Johnson, Dove, Kraft, Microsoft, Barilla – we always take into consideration quickly changing trends.
Owing to the verified and tested methodology of work and the strategic and – at the same time – creative approach to each project we help brands be conspicuous on competitive markets. A package of author’s marketing and research tools causes us to get through with our information at the most significant moments of receivers’ lives.
Author’s tools of Edelman Inc.:
Edelman BrandCARE – presents a process of shaping the credibility of a brand that consists in consumers’ engagement in actions connected with that particular brand, and in developing relationship with receivers of information they get in their physical and emotional environment. BrandCARE means also workshops we conduct jointly with Customers with an aim to answer all important questions relating to the brand, and to set up a long lasting strategy of "care" on issues being the most precious for already existing firms.
Life Stages/Life MomentsTM - a philosophy of forming the public relation strategy (PR), and of planning actions that create the picture of a brand, and are based on the research of key moments in the life of consumers. We look into and observe their daily activities. We try to know and understand their emotional needs, their rational desires in order to adapt our ideas. We build working basis of "meeting" the brands with consumers at their homes, during their recreation time, at their working places, on holidays and leaves. We form communities connected with a particular brand, we engage consumers in the communication process, which is becoming more and more an interactive process.
A team of experienced consultants of Edelman Polska is day by day acquainted with the newest tools related to the PR brand which are formed and used by Edelman Inc. throughout the world. We adapt them to the needs of the Polish market. And the faith and courage of our Customers cause our many campaigns to be of crucial nature and constitute a turning-point in the creation of new standards in the field of PR brands in Poland.
The activity fields of the Brand PR:
- creating the strategy of shaping the brand (individuality of the brand, its positioning, the brand’s name and identity, its value),
- introducing the brand on the Polish market and taking care of its image,
- re-branding,
- building-up the brand’s community,
- loyalty programmes,
- media relations,
- guerilla PR,
- on-line public relations.
