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“SPARKS” branding strategy

June 8, 2016

Professor J. Anthony Snorgrass, PhD. (left) outlined his “SPARKS” branding strategy at the 5th Annual Network 100 event held at UMKC on June 2.  The event was sponsored by Twelve Magazine, KC Soul, and Network 100.  Snorgrass shared that the SPARKS branding strategy which stands for Sensory Perception and Reticular Kinetics {Sensationalized} uses equal parts inciting/exciting plus antagonizing/galvanizing with the ultimate objective of creating viral and trending conversations without the necessity for traditional paid media publicity campaigns.  The SPARKS protocol was developed based upon Snorgrass’ first-hand experience in brand building for numerous corporate, non-profit and government entities throughout his professional career.   Snorgrass’ number 1 tip for the audience was that they should remember “… that brands are nothing more than shorthand and you’ve got to be noticed before you can be heard”.  Snorgrass is shown with Eze Redwood owner of Wings Café who was also on the panel.

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