GCI launches new branding formula

NEW YORK: The GCI Group has launched DynaBranding, a consumer branding approach that aims to quantify a process normally dominated by guesswork.

NEW YORK: The GCI Group has launched DynaBranding, a consumer branding approach that aims to quantify a process normally dominated by guesswork.

NEW YORK: The GCI Group has launched DynaBranding, a consumer

branding approach that aims to quantify a process normally dominated by

guesswork.



Developed along with GCI’s research partner Berrier Associates,

DynaBranding is basically the formalization of a strategy practiced for

the last year by Carla Stanmyre, EVP and head of the North American

marketing practice.



The first step relies on research - either provided by the client or

done by Berrier - that determines the strength of a brand’s image and

its awareness level among target audiences. After being placed in one of

four categories (DynaBrand, sleeping giant, ho-hum brand or do-or-die

brand), a PR strategy is constructed to address brand weaknesses.



Stanmyre, who oversees accounts such as Intel, British Airways and

Pharmacia & Upjohn, said the approach provides a level of brand strategy

that is usually reserved for advertising agencies.



’Clients don’t ask for this because they haven’t looked to PR to address

the issues this way,’ she said. ’They look to ad agencies for this

branding insight.’



Taking one brand through the method costs between dollars 10,000 and

dollars 50,000, depending on the amount of original research Berrier

needs to do and the complexity of the client’s industry.



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