Media, hungry for readers, frame the big stories in terms of symbolism.  For James Holmes, it was the need for gun control.  For Joe Paterno, the neglect of duty. And for Marissa Meyer, women’s choices.  Reporters and editors know that we human beings experience the world through symbols.

Your customers are no different.  They see your products and services in terms of symbols.  That’s why all your marketing, public relations, social media, and special events have to be built around a symbol.  Job number-one is creating the right symbol and reinforcing it.

Examples:

Ø Your restaurant broadcasts the message that the cuisine, ambiance and service restore the soul.

Ø Your women’s discount store represents no-mistake professional attire at affordable prices.

Ø Your landscaping shop stands for taking pride in one’s property.

Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations on your marketing, public relations, media buying, social media, and special events 203-404-4868kate@imagemarketingconsultants.com