In something that sounds right out of Saturday morning cartoons, New York's GCI Group has launched a research-based consumer branding approach called DynaBranding.
The first part of the two-step process uses research to categorize a brand as a "DynaBrand, Sleeping Giant, Ho-Hum Brand or Do-or-Die Brand." The second step uncovers the core message, which must be communicated to evolve into a DynaBrand. This product is not safe for children under 3.
The MWW Group's Jennifer Beck has found an unusual way for a PR executive to get across her client's legislative agenda. The senior legislative director and general manager of The MWW Group's Trenton, N.J. office, won a seat on the Red Bank (N.J.) Borough Council this past election day.
The only Republican on the council ballot, Beck picked up 1,295 votes.
(GCI Group, 212/537-8140; MWW, 201/964-2379.)