Minding Your Own Brand

If they come, have you built... Continued

Wouldn’t it be better to exceed the expectations you set out in your advertising and have the resulting word of mouth advertising be positive? As the line in the movie Field of Dreams goes, “if you build it, they will come” – if it is extraordinary, they will tell their friends. After all, word of mouth advertising is the most effective form of promotion, especially if it expands the reach of your paid advertising.

Companies must remember that the first rule of setting expectations in your advertising is – If they come, have you built it?

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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