Hype Hurts. Financial losses and stock price depreciation were the top causes for technology brand erosion this year, but the level of industry "hype" came in a close third,
according to the 2001 Bruised and Battered Brands Survey. The survey, which includes responses from more than 600 marketing communications execs at technology companies, finds
that although the exaggerated claims behind the industry were a big part of what hurt most brands, public relations is still the best way to build demand for them in a tight
economy (PRN, Dec. 17). Other findings:
- Survey respondents voted HP, Compaq and Cisco as the three companies worst at maintaining brand value, and HP's Carly Fiorina snagged the dubious honor of CEO who most
damaged her brand. - The companies that best maintained brand value in 2001 were Microsoft, IBM and Dell.
Survey sponsors say the study underscores the need to devote more PR resources to building brand rather than re-building it. The Bruised and Battered Brands Poll was fielded in
November by Liquid Agency, Neale-May & Partners, the American Marketing Association, InfoWorld, Technology Marketing Magazine, @d:tech Conference and GlobalFluency. For a full
report, see http://www.liquidagency.com. (Donovan Neale-May, Neale-May & Partners, 650/328-5555)
New in '02. We're making a New Year's Resolution to be more valuable to our readers than ever in 2002. In order to meet that goal, we're launching a slew of new features
designed to provide you with strategies and tactics for outstanding PR-- with fewer resources.
- Web Browser -- Our objective look at a corporate press site. What's wrong, what's right and what communications pros can learn from both.
- Strategy of the week -- A hot PR tip from a key source or industry expert.
- On Budget--Money-saving strategies for coming in under budget with your campaign.
- On Measurement -- We bring back an old favorite with in-depth examinations of innovative measurement techniques, technologies and tactics.
- Editorial Calendar -- Another well-loved feature returns with news from Vocus on the best outlets for your pitches.
To pitch an idea for one of the above features, or to ask a question of our expert advisors, email Peggy Stuntz at [email protected]. We look forward to hearing from you!