Firebrand’s founder, Morgan McLintic spent 20 years in PR and marketing working with tech companies from startups to industry giants. During that time, he realized some brands have an unfair advantage when it comes to getting attention. Despite similar propositions, some companies generate exponentially more media coverage, engagement or inbound inquiries. Yet they employed all the same PR and marketing tactics as everyone else. How were they doing that?
Some brands have an unfair advantage when it comes to getting attention
The answer is an ability to identify and energize their advocates, making a connection at a human level. The companies that showed personality and engaged emotionally with their audiences, inspired far greater passion and loyalty among their customers. They were able to use stories, rather than dry facts, to convey their message. They had visible leaders who were trusted, not just because of their experience, but because of their ability to inspire others.