The document discusses principles and strategies for effective public relations (PR) and branding. It emphasizes that PR is about building trust through honest actions, not just talking or making promises. It also stresses the importance of being unique rather than trying to appear perfect. The document provides advice on developing a "human brand" by standing out from crowds and avoiding pretense. It notes that partnerships require flexibility to tweak strategies without just trying to look good. The overall message is that PR success comes from finding true consumer relationships rather than just pursuing an image.

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BRAND PR

2. PR
is
basically;
do
something
good
and
show
it.
It
is
not
talking
and
promising.
Your
ac<ons
build
trust,
and
PR
is
all
about
trust.
And
trust
is
key
in
the
era
of
dialogue...

3. In
the
era
of
dialogue
we
all
have
to
be
honest.
Companies
need
to
behave
like
ordinary
people.
No
one
likes
someone
who
pretends
to
be
perfect.
The
perfect
brand
is
a
myth.

4. It
sounds
contradictory,
but
to
create
the
successful
human
brand
you
will
not
only
have
to
stand
out
of
the
crowd
–
you
must
avoid
crowds
altogether.
It´s
not
about
being
the
perfect
partner
–
it´s
about
being
a
unique
partner

5. A
Grand
Idea,
our
trademark!
It´s
when
all
the
hard
work
with
a
sharp
strategy
is
done
and
you
can
enjoy
the
euphoria
of
thinking
freely...
It´s
also
about
the
freedom
of
a
Eght
brief...

6. As
Hugh
McLeod
put
it:
”Change
is
not
death.
Fear
of
change
is
death”.
As
partners
we
expect
you
to
bear
with
us
if
we
twist
and
turn
things
a
liMle
bit.
It´s
not
to
make
us
look
good.
It´s
to
make
you
look
good.

7. All
Grand
Ideas
come
with
great
stories
baked-­‐in.
And
all
great
stories
have
adversity
baked-­‐in.
"Against
the
odds"
etc.
David
doesn't
always
beat
Goliath
in
real
life,
of
course.
That
said,
being
David
is
the
human
condiEon.
Being
Goliath
is
not.

8. All
good
ideas
must
die
–
so
that
great
ideas
can
live.
Killing
your
babies
is
hard
at
first
–
but
you
get
used
to
it.
Being
presEgeless
is
an
art
both
we
and
our
clients
are
used
to.

9. So,
what
is
the
secret
sauce
behind
all
our
prize
winning
Grand
Ideas?
The
secret
is
–
there
is
no
secret
sauce...
Just
an
ambiEon
to
look
for
true
consumer
relaEons,
and
not
to
look
for
image.

10. How
to
create
a
shiAy
brand
SomeEmes
it
puts
things
in
perspecEve
when
you
think
of
how
you
should
not
do
things.

11. How
can
we
partner
together?
Our
approach
is
quite
simple.
1) Give
us
a
brief,
and
we
will
get
back
to
you
with
a
sketchy
strategy,
and
a
Grand
Idea.
If
you
buy
us,
you
pay
us.
If
not,
you
don´t...
2) No
one
can
judge
us
beMer
than
our
clients.
Call
anyone
and
let
them
tell
you
about
us.
We
will
give
you
their
numbers
on
your
request.
Here
are
some
of
them,
with
the
work
we
do:
Apollo,
tour
operator,
helping
them
to
take
responsability
for
people
and
environment
Cambio
Healthcare
Systems
is
now
into
a
digital
dialogue
with
paEents
and
doctors
CTEK
is
ignited
by
a
new
brand
pla]orm
that
sparks
and
glows
Fla8rog
is
now
leaping
the
internaEonal
markets
Shell,
down
to
earth
markeEng
that
smells
of
diesel
and
rock´n
roll
St1
–
Suits
on,
and
into
the
chambers
of
the
ministers
Svenska
Spel
-­‐
as
big
as
it
gets
(Links
to
all
clients
on
www.brandpr.se)

12. Some
cumulative
experience
Berwaldhallen
CV,
sort
of…