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Because PR can be difficult to control, it is often discredited. According to Dick Lyles, president and chief operating officer of The Ken Blanchard Companies, a full-service consulting and performance improvement company, “People tend to migrate to things they can control. ’ That’s great, even though people may not read it, or people may give it less value and discount it, because it’s advertising. . [On the other hand], if you get a well-placed article in a trade journal or you get some ink, people give it more credibility.
If it does, it will undoubtedly be ignored, or worse, ridiculed. qxd 2/3/03 12:17 PM Page 22 A BRANDED WORLD Many companies make the mistake of assuming that if a message seems unusual and interesting to them, it will be those things for the general consuming public. People in business tend to find their business fascinating; it is the thing they spend most of their time thinking about, so they are more knowledgeable about and concerned with their business than any casual observer or consumer would be.
When I was helping to establish the Michael J. Fox brand at the time of Family Ties, the network had done testing, and one of the things that had been suggested was to recast the role of Alex P. Keaton. But Gary David Goldberg, who created the program, refused to do so, and a major television and (eventually) movie star was born. Sometimes, the right thing to do is to go with your gut. A good deal of excellent, helpful information can be gained from market research, and quite often it can help conceive, establish, and maintain a very successful brand.