[PAO] Marketing question

[Michael Marek]

Slogans are not brand promises.  Slogans interpret and represent the 
brand promise, but they are not the promise itself.

The promise is largely an internal statement that begins "Civil Air 
Patrol promised that......" and says something that the public will 
consider to be important, believable and distinctive.

Then the marketing and public relations people present and explain the 
brand promise to our external audiences using decentralized messages 
reaching the public from many directions.


-Michael-


On 6/30/2014 10:04 AM, Arthur Woodgate wrote:
> I always liked /Missions for America/ best…
>
> Arthur ~
>
> *From:*cap-pao-bounces at lists.sempervigilans.org
> [mailto:cap-pao-bounces at lists.sempervigilans.org] *On Behalf Of *Karen
> Copenhaver
> *Sent:* Monday, June 30, 2014 10:52 AM
> *To:* CAP Public Affairs Officers
> *Subject:* Re: [PAO] Marketing question
>
> /This would be a great subject to address at the national board.  Once
> we understand what the "brand promise" is, then a specific strategy can
> be developed to address our target audiences.  Being consistent in our
> market strategy is crucial, as Michael said, everyone should tell the
> same story from the larger perspective. However, lets not mix-up the two
> ... "marketing" and "public relations" are two different strategies
> requiring different approaches.
>
> One item that even confuses me.... is why we keep changing our "branding
> slogans"...... we've had several over the years.  It adds to the overall
> "branding" confusion for our public.
>
> Karen~
>
>
>
>
>
> /
>
> On 6/29/2014 2:39 PM, DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM wrote:
>
> Hey, everyone, so far, got some great ideas, which is what I wanted — I
> was more interested in seeking ideas and input than getting direct
> answers to my questions, anyway. I'm hoping we can get some folks to put
> our heads together and make them work. Keep those cards and letters
> coming...
>
>
> I am not sure that CAP's "brand promise" is well understood in the
> field.  I don't believe that I have ever seen a strategic message brief
> explaining it.
>
> Once we know what our brand promise is, and our strategic messages, we
> need to find ways to integrate them from top to bottom in the
> organization, i.e. get everyone telling the same story.  Otherwise,
> people invent their own, based on their local vision.
>
>
> -Michael-
>
>
>
>
>
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