Through the years, I have met with and counseled countless CEOs, company presidents, entrepreneurs, marketing directors, and VPs, all of whom wanted to improve their businesses and gain a competitive (marketing) advantage. Despite the fact that these bright, tenacious, success-driven professionals were meeting with us—public relations and marketing counselors whose raison d’etre is to create heightened brand awareness—some of them wanted to keep their success a secret!During the past 24 months, I have met with a number of companies that share this love/hate relationship with publicity. They included an innovative company with a smart technology that enhanced customer retention; an equipment manufacturer with a manufacturing process that had the potential to transform the beauty products industry; a software developer with a cutting-edge technology that could significantly impact the financial services industry; a fitness equipment maker with a clearly superior product line; and a food manufacturer with a unique line of healthier snack foods.Each one wanted to, and I quote—“stay under the radar.” This despite the unambiguous, newsworthy differentiators that easily set them apart from the competition!Each was fearful that someone would steal their idea and try to knock it off. But how can a brand or company be first or perceived as best in a category by taking this stance? More importantly, how can a brand be the preferred brand of choice if nobody knows about it?It boggles the mind.

As marketers, we understand the need to safeguard proprietary technologies, business practices or inventions. But if a product or service is ready to be sold and a distribution plan is in place, why not get it out there and own a category in the minds of your potential customers?

By Christopher Rosica, author of The Authentic Brand: How Today’s Top Entrepreneurs Connect with Customers and CEO of Rosica Strategic Public Relations