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Blending brands: Which messages are most important when two brands collide?

Posted on Categories BrandonomicsTags

When two well-known brands collide, how do you determine which messages have the most weight? Sara Heald of Air Alliance Houston talks about how they've branded Earth Day Houston and the importance of its mission.


Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of Strategy at Savage Brands, and my guest today is Sara Heald, Development Director at Air Alliance Houston. So Sara, welcome to Brandonomics.

Sara: Thanks for having me, Robin.

Robin: Air Alliance Houston, my goodness, you guys do so many initiatives and events, and one of them is actually very high profile: Earth Day Houston. I want to know, what are you doing to connect the Air Alliance Houston brand with that of Earth Day Houston and why?

Sara: Well, we’re really busy in the office right now, gearing up for the event, which happens every year around April. And we’ve really encountered a lot of challenges in getting people to recognize that Air Alliance Houston is the group that puts on the event. You know, the truth is, we’re not even really sure that it matters that they know who puts it on; what really matters is it’s a community-centered festival to increase sustainable awareness in Houston. Air Alliance Houston is the main beneficiary of the event. But what we’re trying to do this year is that we’ve launched a brand new logo in honor of our tenth year anniversary and we also have a wonderful new website coming out.

Robin: So what you’re saying, this is obviously the ten year anniversary of the event, and this is kind of a good, critical point for you to say ,okay, let’s reevaluate what’s important and what we are doing going forward. So other than the website, what else would we see at the event?

Sara: Well, typically Air Alliance Houston has an area dedicated to discussing our mission and programming, where we do children’s games, we talk about all of our programs such as Ozone Theater, our free educational program, all of our advocacy work. We have on display some of our winners from our Earth Day art contest, and we’ve done different things. We have different signage that promotes Air Alliance Houston, and we try to mention Air Alliance Houston a few times over the loud system and the stage.

Robin: So while it is important for you that you at least have some relationship there, what’s really important is the impact that you’re making on the Houston community and that’s what we need to get across. Well, thank you very much.

Sara: Thank you.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

 

Air Alliance Houston is a nonprofit organization that believes the quality of our air directly affects our quality of life. Through research, education and advocacy, the organization empowers Houstonians to take charge of their health and environment. It is committed to delivering clean air for a healthier future in Houston. http://airalliancehouston.org/

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