BALTIMORE—Warschawski has launched a new proprietary approach to branding, marketing and public relations, BrandMaPR, which enables companies to create a differentiated and resonant brand position in the marketplace. The name derives from what Warschawski views as the ideal marketing communications model: clarity of an organization’s brand (Brand) leads to the creation of powerful brand-centric marketing programs (Ma) that by their very nature must have strong PR opportunities built into them (PR).
“The PR and marketing industry is at a crossroads where agencies need to understand that their work has to further their client’s brand and business goals,” says David Warschawski, founder and president of Warschawski. “PR for PR’s sake or marketing programs for marketing’s sake alone are dead. If an agency doesn’t have clarity about what the brand stands for and the business goals it needs to accomplish in order to successfully grow the brand, then how can an agency create truly great PR or marketing programs?”
Warschawski says too many agencies approach marketing or public relations tasks from a “silo mentality,” with little understanding of how their work should affect the overall brand and its business goals. “Often, the end result is that slick PR or marketing programs are created that have little relevance or impact in furthering the brand.”
BrandMaPR is designed to help Warschawski work with clients to first clarify their brand—the fundamental emotional experience a company wants its target audience to have with its product or service at every touch point—and then develop marketing programs that consistently reinforce and strengthen the brand position among its target audience.
These branding programs must have strong public relations campaigns built into them and the PR elements must also be focused on the core target audience and further serve to reinforce the brand. When done correctly, this is a model that can be repeated over and over again to create a “surround sound” experience that consistently grows and strengthens the brand’s resonance among its core target audience, Warschawski says.
He cites a recent study by Yankelovich Partners, which found that 65 percent of people now feel “constantly bombarded” by marketing and advertising messages and that 59 percent feel that ads have very little relevance to them, and says BrandMaPR is designed to help companies combat this challenge by creating a strategic approach that ensures that all marketing and public relations initiatives clearly reinforce a company’s brand on a consistent basis.