Brand relevance and the art of finding your sweet spot

Reblogged from The PRSA-NCC Blog

I recently invited D.C. marketing expert Bob London to speak to the Independent Public Relations Alliance. He gave some great pointers on indie branding, which I wrote about in this post for the PRSA-NCC Blog. Enjoy…

“Relevance” is a word that D.C. marketing expert Bob London likes to use when talking to clients or giving branding advice to groups like the Independent Public Relations Alliance.

Bob London speaking

Marketing expert Bob London at June’s IPRA luncheon.

“It sounds simplistic, but in every way, be relevant. Striving for relevance hits all of the touch points of personal branding,” he told a group of about 30 PR practitioners attending last month’s IPRA luncheon in Tysons Corner.

The veteran D.C. marketer is the principal of London, Ink, a firm he started in 1995 to help companies solve business challenges through effective marketing and communications strategies. He often steps in as a “virtual vice president of marketing” to provide interim leadership and execution.

As far as staying relevant, London offered three prescriptions for PR practitioners:

  1. Figure out what you’re great at and make it your brand specialty.
  2. Listen to your clients so you can address their “elevator rants.”
  3. Market yourself through LinkedIn and other social media.

Read more… 436 more words

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