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The Genesis of Emotional Branding

motional branding is considered by some to be a relatively unique
field, yet in the PR world we have been using it for years. The PR
process is not only effective as a media placement tool, innovative
companies and entrepreneurs are utilizing the basic methodology,
understanding that it is one of the most powerful and effective brand
building tools available. A company builds a lasting successful brand
by developing and creating an effective story. It is not about the
hard-sell, or being the biggest, or the flashiest, or even the
coolest; it is about making a deep powerful connection, about
communicating on a basic human level

Having worked as a journalist, editor and producer, I know from the
media's perspective what makes a powerful and compelling story. Having
served as president and CEO of Anthony Mora Communications, Inc. for
over sixteen years, I also know from the perspective of a public
relations consultant what creates a story the media will respond to.

The two criteria are generally quite similar. For a story to work it
must be engaging, interesting and hit a basic human core, and public
relations is the only form of marketing that lives or dies on how
compelling the story truly is. Unlike advertising, with PR you cannot
pay to have a story placed in the editorial section of the media
(well, at least it shouldn't work that way). You must craft and pitch
a story compelling enough to capture the media's attention â€" a story
that in essence is strong enough to become the news.

PR is a process and using that process is the most effective and
powerful way to create and develop an effective brand. Generally
companies have turned to marketing firms to build their brands and
whereas these firms can be effective, it is the PR mindset and
methodology that truly creates the most powerful and lasting brands.
As a PR Consultant my job is to communicate, to be a consummate and
effective storyteller, which is what branding is all about. A
successful brand tells a company's story both emotionally and
narratively, which is why PR consultants who truly understand the
process are the most effective brand creators around.

Copyright (c) Anthony Mora 2007

For further information visit:

www.AnthonyMora.com



Anthony Mora President & CEO Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.