Technology companies will continue to rely less on advertising and more on public relations and lead generation campaigns in their brand-building efforts in 2005.

The nation's economy has brought a dramatic change to the branding initiative, from one that traditionally leads with a big-budget advertising campaign to a "brand journalism" approach that emphasizes on smaller, tightly focused lead generation or knowledge management campaigns. This is a positive evolution, because an integrated approach is a more affordable, more impactful way of building the brand.

"Big Idea" No Longer Holy Grail
The term "brand journalism" made headlines last June when Larry Light, McDonald Corporation's chief marketing officer, declared "the end of brand positioning as we know it." Light announced that McDonald's was abandoning the universal message concept for a "brand journalism" approach. He used the term to mean a multidimensional and multifaceted way of communicating to a variety of audiences, rather than the traditional marketing approach of launching a single "big idea" through an ad campaign or promotion.

The launch of Pontiac's new sports sedan by giving away 276 cars on the Oprah Winfrey show has said it all - companies demand a new approach. Even the Bush and Kerry presidential campaigns acknowledged their multi-million dollar TV ads did little to sway voters in the final days leading up to November 2.

So what does the trend mean for the technology industry?

Today's streetwise definition of brand journalism is typically, "We're spending more resources on public relations than advertising." It's a prudent approach in these cautious economic times. Giving public relations a stronger plank in the overall branding platform gives a company flexibility to tailor its message to specific audiences, and to adapt the brand over time without the major investments companies once typically made in advertising.

An Integrated Approach Still Best
If brand journalism was Larry Light's mantra in 2004, integrated should be the technology industry's in 2005. The brand journalism trend also means companies are challenged to be more creative in spending their marketing dollars, and they are more open to "out-of-the-box" thinking. Some very effective approaches include online campaigns, bylined article opportunities in trade publications, packaging products and services for niche sub-markets, and regional "thought leader" forums that offer extreme value to customers and prospects at an affordable cost. It's no longer a matter of one big idea, but lots of big ideas that dovetail nicely to communicate a brand to all the right audiences.

There is real value in breaking down barriers that might exist in traditional organizations between advertising and public relations, and in bringing everyone to the table when it comes to hammering out a branding initiative. Brand journalism brings clarity. It helps simplify complex messages. And it balances creative brilliance with the skeptical eye of the journalist or analyst. Where brand awareness was once the sole reason for a major advertising investment, now it's lead generation that reinforces the brand.

As we begin to watch the evolution of marketing in 2005, the following tactics may appear more prevalent than in previous years:

• Clarify specific market positioning
• Integrate lead generation campaigns to better target respective markets
• Maximize integrated marketing channels to get "more bang for the buck"
• Leverage public relations - it's a great way to maintain awareness without overstressing budgets

True Public Relations, Not Just Press Releases
Another plus of the move to brand journalism is that it helps companies realize the value of strategic public relations. Sometimes the corporation sees outside public relations firms as press release factories, as vendors rather than strategic partners. What we're seeing now is a recognition of the true value of strategic public relations to the brand in monitoring public opinion, counseling management on policy decisions regarding internal and external communications, strengthening relationships between the company and its clients, its partners, its employees, its community.

Conclusion
It's an effective move forward to have everyone in an organization share development of and ownership in the brand. Branding technology in 2005 will encourage a more collaborative approach between the sales and marketing arms of an establishment. Where awareness was once the sole reason for a major advertising investment, now it's lead generation that reinforces the brand. The result is that sales and marketing have to be on the same page, deploying the same messages to customers and prospects.

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