Keep your message on-brand, even in the face of holiday frenzy
Monday, December 7th, 2009By: Allen Adamson
You don’t need a mental health professional to tell you that the holidays induce strange behavior in people. And you probably don’t need a branding professional to tell you that the holidays, especially recession-whipped holidays, induce strange behavior in companies trying to get you spend money on their brands. This season I’ve seen even the most mild-mannered brands go a little “off,” shall we say, in trying to get consumers to pay attention to their holiday deals. While it is necessary to step a little outside your brand persona to announce a promotion, the trick is to do so in a way that’s in alignment with what you stand for in the minds of consumers. My recent column in Forbes Online provides a little insight into how this can be done – and how it shouldn’t be done. I invite you to read it – and I wish you a happy holiday season!
Image via Flickr @ bensenkua