Branding/Marketing

PRNEWS looked at the communications strategies of several travel organizations, learning what the downturn means for a tactical pivot. 

Consumers today can choose from an endless assortment of brands to welcome into their daily lives. A preferred phone. A favorite soda. A dependable vehicle. A coveted sneaker. But what allows a brand to become so omnipresent? How does it get to a point where consumers feel affection for a commodity? Some folks love their morning Starbucks coffee. Others have a bad day if their preferred shampoo runs out. What goes on behind the scenes to manifest an iron-clad brand loyalty?

In late July Kia Canada launched its EV6 crossover with a press event featuring Canadian singer/songwriter Fefe Dobson. The car’s battery powered the electric guitar of Dobson’s guitarist. Our curiosity led to a conversation with Michael Kopke, marketing chief, Kia Canada.

The list is designed to demonstrate the wide range of industry specializations and core capabilities that public relation encompasses. This year’s list highlights firms of all sizes, of all ages (our oldest agency having been founded in 1946; our youngest in 2020), in all regions of the country.

The PRNEWS staff encounters many examples of brand communication. Periodically, we offer blunt assessments of some of the best and not-so-great examples. In this summer edition, we examine some of the hottest brand campaigns

Laughing is good medicine. It’s appreciated when brand communicators add to the upbeat chorus and raise awareness with fun campaigns.

As the COVID-19 Delta variant starts to spread throughout the United States, particularly among the unvaccinated, it seems time is of the essence to promote the benefits of vaccination to those remaining skeptical. 

Several brands are looking to short films as a tactic for connecting with customers. Infiniti has tapped Kate Hudson to star in its short film introducing the QX60 SUV. Its target customer is busy dealing with myriad issues, Infiniti says. That customer will relate to the multi-talented Hudson and the film reveal, Infiniti’s GM for global marketing Phil York says in an interview with PRNEWS.

With cannabis legal in a growing number of states, it’s no longer surprising to see pot products and messaging within the mainstream. 

In the past year, as calls for social justice have increased, a growing number of organizations found themselves re-branding, changing their names or packaging in attempts to leave behind legacy narratives.