Marketing, branding and advertising are essentially like any other relationships in your life. There are different stages to go through, certain commitments to be made and principles like love and respect are the keys to success. I recently attended a PR meeting here in Asheville where numerous Public Relations professionals gathered to hear Neil Gurney, formerly with Saatchi and Saatchi, Director of Ministry and Promotions at the Billy Graham Training Center speak about branding and the types of relationships companies have with their consumers. The most important comment he made during his discussion was about how a company’s image is not always in their own hands. The brand is not defined by the company who created it, the brand is defined and controlled by the emotions of the consumer.

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