A fundamental practice used in public relations is to identify your target audience, and to then tailor every message to appeal to that audience.

Below are five keys to building a successful and lasting brand. 

1. Hire fun and creative people who like their job: Here’s a classic example as to why Southwest Airlines continues to be a leader in air travel. [rapping always works]

2. Always stay one step ahead of the competition: Audi tried to be clever and then BMW unleashed their creative department. [out-smarted]

3. Take a few risks: Don’t be afraid to stick your neck out in order to reach your audience.  They’ll appreciate it. [Bears or monkeys?]

4. Keep it real: Most FDC readers aren’t old enough to remember this ad, but it’s one of the greatest of its generation. [the standard bearer]

5. Believe it or not, cheesy can work: We’re quite certain everybody in DC has seen one of these ads and wondered, "how in the hell do these people have the money to pay for talent?"  Cheesy works – just don’t over do it.

* PR FAIL: If you keep your employees challenged and happy, this kind of thing will happen much less.  We’re quite certain this type of activity wasn’t part of the training each employee received at Pizza school.