Brand Strategy

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand," opined advertising legend David Ogilvy. Marketers recognize that a company's #1 asset is its brand. And public relations - integrated with advertising, interactive/social media and direct marketing, graphic design/visual identity, in-store/point-of-purchase and sales promotion - is clearly a powerful tool in launching, articulating and protecting a profitable brand.

That's where a brand public relations agency like Maccabee Group comes in: multiplying the impact of every aspect of your company's marketing campaigns so that consumers feel an emotional connection with what your brand stands for.

For instance Icon Services Corporation employed Maccabee Group for a remarkable re-branding campaign, communicating its transition from a celebrity protection company to a corporate security consulting firm. The result: feature coverage in business media outlets including Inc., Minnesota Business and Black Enterprise magazines (pictured above), along with online video interviews at Conde Nast's Portfolio.com.

Other companies have sought out Maccabee Group when they needed to:

Create a new brand after a merger, as Burnet Realty did when hired Maccabee Group to handle brand communications as it merged with Coldwell Banker to become Coldwell Banker Burnet.
Communicate a new brand after a re-naming, as Pitney Bowes did when it employed Maccabee Group to transform Pitney Bowes Transportation Software into its new brand, TRANSCAPE.
Maintain customer relationships during a rebranding after an acquisition, as PETCO did when it rebranded 32 Pet Food Warehouse stores as PETCO outlets.
Revitalize a dormant brand, as OfficeMax did when it hired Maccabee Group to bring its Rubberband Ball icon to life as a symbol of the redesign of its 900 U.S. stores.

RELATED CAMPAIGNS:

TESTIMONIAL:

"Our security firm has worked with some of the biggest names in entertainment - Usher, Naomi Campbell, Prince and 50 Cent. As a CEO, I compete against some of the biggest names in the security industry, like Securitas, Wackenhut and Barton. Maccabee Group understood how Icon needed to transform our brand image from a past focus on celebrity protection to a deeper brand encompassing corporate security and C-level protection for business executives. Sure, we were already working with those groups, but people needed to know that. In my first media tour in New York, Maccabee Group connected me with Inc., Black Enterprise and Conde Nast's Portfolio magazines - three of the most critical business publications to reach that new corporate audience. The PR people at Maccabee Group are red carpet from start to finish."

- Eljah Shaw
- Chief Executive Officer, Icon Services Corp.