PR as a primary communications discipline has always adapted timeously and rapidly to the changing landscape as technology continues to change the way consumers behave and interact with brands. Now Paul Reynell, strategist for Paddington Station PR, believes PR agencies will once again have to re-visit their toolbox when pulling strategies together to drive authentic content in the face of post-demographic consumerism.
It’s a classic case of what comes first: the chicken or the egg? When it comes to business strategy, there is a company’s sense of purpose and there is its “difference that matters”.
The cliché is that products should be silver bullets and that brands should make life as rosy as a possible. But when brands ask people to do their fair share of the work, they make a meaningful and valuable contribution to society.
“Blood, sweat and tears will get you there, but joy… (pause) will take you further,” Jude Laws confides to me, almost personally, in Johnnie Walker’s new campaign.
Why business and brand strategies should be the twin strands of a double helix. In our experience, a lot of leaders battle to articulate their business’s purpose. They struggle to find what Professor Cynthia Montgomery, the past head of the Strategy Unit at Harvard Business School, terms ‘a difference that matters. They battle to bring to the boardroom the Holy Grail of business – long-term competitive advantage.