According a recent APCO Worldwide Survey of 70,000 consumers in 15 countries, Disney was named the world’s most beloved brand. PR Daily defines rankings as based on what APCO calls it’s “Emotional Linking Index,” a measure of how brands connect with consumers on the basis of understanding, approachability, relevance, admiration, curiosity, identification, empowerment, and pride.
What makes a brand most beloved? A beloved brand is self-expressive. It has loyal, outspoken fans that would never switch and choose to build memories with their beloved brand. To earn this final step on the spectrum of beloved brands, companies can enlist public relations services to start building their relationship with the media. Media that will turn your brand into news that will engage consumers to become loyal to what you provide.
Have a Seat at The Table with A PR Professional
It’s not far from what you’re imaging: Don Draper with his band of creative misfits sitting around a table discussing how to sell their client, sans whisky and cigarettes. Public Relations Professionals, or Account Executives as they’re called in the agency world, build beloved brands with thought and planning, taking into consideration aspects like brand reputation, brand trust, and brand promise. This cohesive initiative is what the Marketing Maven team of Account Executives solidifies and consistently communicates at every touch point.
Account Executives are the initial representatives of your brand, executing the primary function of media relations. They help define your identify, making it believable and personable. By creating and sustaining long-term brand-customer relations, account executives are essential to a brand’s success. Through a variety of business skills like creative pitching, organizational skills, effective planning and other skills, Account Executives engage customers and retain their loyalty.
In addition to building brand ambassadors, Account Executives must stay on top of new developments in their industry as they can serve as market intelligence on products and services, and help the brand itself further build themselves.
Account Executives must also understand effective crisis management skills. What happens if a recall occurs, or if a customer has a singular bad experience? Account Executives work together to determine a plan of action by effectively connecting with media, disseminating press releases, calming the social media wildfire, and helping the brand recover their “beloved” brand reputation.