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Daily
Engaging Marketing Minds
Vol. 5, Issue 2, March/April 2015
CORPORATE
JUNGLE
How to truly make
your brand stand out
INSIDE
Protecting the Brand
Trending with branding
expert Rodger Roeser
Posting up
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publisher ’s letter
Climate change
W
hile many people say the recession is over, that doesn’t mean the recovery will be spectacular. In fact,
there will be nothing fair about the recovery ahead. To the contrary, it will heartlessly divide those who are
prepared for a transformed world and those who are not.
While each of us is worried about a host of things, the biggest concerns are normally centered on our ability to
increase sales. We wonder where our next sale will come from and whether or not we will have anything of value
in the future.
The gist is that our economy gained strength in 2014 and is likely to keep that momentum in 2015. But even
among the greatest marketers, there is widespread unease that margins for error are wafer-thin. If we take our eye
off that key account, even for a moment, it may be gone. Get a little careless with costs, and profitability could take
a hit. Think for a minute that you have it all figured out, and you may quickly learn otherwise.
In Epicomm’s recent “Printing Business Conditions” survey, marketing services executives say the future of print will
be targeted. In other words, they believe that customized content delivers unique value and allows you to connect more
deeply with your clients. And the more you connect with them, the more resistance there is to drop you as a provider.
So, while the economic climate is in a constant state of change,
great marketers understand they must stay remarkably in tune with
their communities. They realize that if the rate of change on the outside
is greater than the rate of change on the inside, they are in trouble.
As we continue to preach about going deeper with clients, we ask
you to spend some time with our latest issue. In our cover story, “Corporate Jungle,” entrepreneur and author Dr. Colby Jubenville discusses
how to truly stand out as a brand.
In our second feature, “Brand Police,” marketing and legal experts
weigh in on the disciplines of protecting your brand and its reputation.
So, while the recession may be over, the recovery will not be a rising tide that raises all boats. We will need to
focus on our clients and remain open to the changes that inevitably lie ahead.
While the economic climate
is in a constant state of change,
great marketers understand they
must stay remarkably in tune
with their communities.
Respectfully.
CONTENTS
03
Publisher’s Letter
04
The Inbox
Climate change
06
Corporate jungle
How to truly make your
brand stand out
Publisher
Tom Moe, VP Sales & Marketing
Managing Editor
Michael J. Pallerino
Art Direction
10
Brand police
14
Trending with...
15
Why your brand should be
your first line of defense
Branding expert Rodger Roeser
The best days and times
to share content
Posting up
Brent Cashman
connect is published bimonthly by Daily Printing,
copyright 2015.
All rights reserved
For more information contact
[email protected]
connect – Daily • March/April 2015
3
The
Inbox
Metric
matters
How marketers are measuring content marketing
W
hen it comes to content marketing, all sides – B2C, B2B and nonprofit marketers – struggle with
measurement issues. Interestingly, only 23 percent of B2C marketers are successful at tracking their
ROI, according to the "2015 Benchmarks, Budgets and Trends — North America" study by Marketing
Profs and the Content Marketing Institute. Additionally, 51 percent say measuring content effectiveness is a
challenge. Here are some metrics that marketers are using to assess their content marketing success:
6254 393938 3534
Website
traffic
4
Sales
March/April 2015 • connect – Daily
Higher
conversion
rates
SEO rankings
Time spent
on website
Qualitative
customer
feedback
Subscriber
growth
Data
dancing
More marketers are embracing data-driven marketing practices, but are working
hard to find the right technology solutions and staff training to get the most out
of big data. According to Bizo’s “Data-Driven Marketer” survey, 68.2 percent of
marketers are analyzing customers through data, while 54.8 percent say they
are leveraging data to measure marketing performance. CRM systems are being
used by 67.7 percent, while 31.3 percent are deploying marketing automation
software, the survey found.
Book Rec
Creativity, Inc.:
Overcoming the Unseen Forces That
Stand in the Way of True Inspiration
By Ed Catmull
H
arnessing talent. Protecting the creative process. Building organizational structures.
Telling good stories. As president of both Pixar and Walt Disney Animation,
Ed Catmull has been part of some of the most talked-about movies ever
(Finding Nemo, Toy Story, etc.).
In Creativity, Inc., Catmull gives the inside track on how to inspire creative individuals and
their managers – the ultimate playbook, if you will, for anyone who wants to work in an environment that fosters creativity and problem solving.
Catmull, who founded Pixar in 1986, takes you through the company's evolution from an
unprofitable hardware company to a creative powerhouse. Along the way, he addresses the
challenge of building an effective and enduring creative culture.
In a marketing lanscape ripe with competition and constant change, Creativity, Inc. is the
kind of story that can keep you moving in the right direction.
54
The percent of marketing firms
that plan to hire employees with
digital/social skill sets, according
to Mondo's "The Future of Digital
Marketing" report. Other skill
sets include content creation
(44 percent), big data/analytics
(33 percent) and mobile strategy
(30 percent), the survey found.
Being fearless is the only answer right now,
because if you play it right up the middle you really don’t
accomplish much. If your message is not good enough
to tell somebody, then it’s not good enough for you.
– Dana Anderson, senior VP and CMO of Mondelez International, on why brands must not be afraid to take risks in their marketing messages
connect – Daily • March/April 2015
5
CORPORATE
JUNGLE
How to truly make
your brand stand out
By Michael J. Pallerino
I
t’s Saturday morning in Murfreesboro, Tenn., and
the drive through at the local Chick-fil-A already is
40 cars deep. On this particular Saturday, the rain
is pouring down – a very poorly timed present from
Mother Nature. It doesn’t matter, really. The customers,
as if drawn by some hypnotic force, continue to come
in droves. As the line nudges forward, a traffic cop –
another Saturday morning staple – kindly keeps order
among the masses. On this day, several teenaged
employees take turns walking the customers who
dared to venture inside back to their cars.
Somewhere in the huddled throng
of clanging windshield wipers sit Colby
Jubenville and his son. The accomplished
entrepreneur, inventor, speaker, professor
and author marvels at the dedication of
the patrons, himself included, to the
Chick-fil-A experience.
6
March/April 2015 • connect – Daily
connect – Daily • March/April 2015
7
Corporate jungle
That’s right – the experience. Sure, there’s
the sandwich – that boneless breast of chicken, seasoned to perfection, hand-breaded and
pressure-cooked in 100-percent refined peanut oil and served on a toasted, buttered bun
with dill pickle chips. And there’s the experience: The plotting, planning and eventual trip
to Chick-fil-A, where a host of fast food professionals armed with Southern hospitality and
grace provide you with a family experience
that’s consistent every time.
“You have to know your customers,”
Jubenville says. “And Chick-fil-A knows its
customers. All those people in that line are
going for the experience, not the sandwich.
They are one of those brands that know how
to combine the brand with the culture. It’s
what makes them stand out.”
Standing out is the passion that drives
Jubenville. You can read all about how and
why in his book, “Zebras & Cheetahs: Look
Different and Stay Agile to Survive the Business Jungle,” which he co-wrote with business coach Michael Burt.
“Zebras & Cheetahs” provides an insightful look at surviving in today’s corporate jungle
– a world where the big don’t eat the small,
the fast eat the slow. Carefully crafted and
delivered in a way that all brands – personal
8
March/April 2015 • connect – Daily
“You really have to
know your purpose –
why do you play the
game? Seems like a
simple question, but
amazing how many
brands don’t have
an answer.”
– Dustin Longstreth, VP of Strategy,
Group Director, CBX
and business – can follow, the book is a user’s
guide to becoming bigger, stronger and faster
than your competition, whatever and whoever
that competition may be.
There are no secrets today,” says Jubenville, who also is principal of Red Herring Innovation and Design. “It starts by knowing who
you are. The truth is that you are what your clients and your market say you are. If you want
to get better at branding, you have to start by
having better conversations with yourself. And
you have to focus on that conversation.”
Finding your ‘collective passion’
The exercise of becoming – and delivering on
– the perfect brand drills down to asking yourself two simple questions: What is the promise I am offering and how do I deliver it? It’s
that simple, Jubenville admits. The strategy
that ensues, which involves garnering the buyin from everybody – your organization, your
customers and your employees – is a principle
he calls “collective passion.”
If you’re looking for the simplest explanation of that, the die-hard college football
fan will give you his University of Alabama
example. Deep in the heart of Tuscaloosa,
Ala., Jubenville says that coach Nick Saban
is building one of the greatest examples of his
principles. The Crimson Tide is a brand known
for its rabid, unwavering fan support. “Nick Saban is building passion on all levels. He is hard
on his players and, oftentimes, deemed unfair
in how much he demands, but there is a reason
behind that. He has created a set of standards
that has defined the buy-in. Those standards
create the buy-in, which builds chemistry.”
There’s a story Jubenville likes to quote
about an old Navy captain who once told him
that everybody wants to know three things
when it comes to the task at hand: Who’s in
charge? What are the rules? How are you going to hold me accountable?
“Wouldn’t it be great if everybody just
asked themselves those questions? In today’s
corporate jungle, the biggest challenge we have
is finding good people to work better. We have
to find them, and then get them to act alive.
Those three questions help. Most marketers
have the strategy they want to help them stand
out, they just have to implement it.”
Dustin Longstreth is a big believer in the
tribal mentality concept. The VP of strategy
and group director for branding agency CBX
believes that brand building is a team effort
that starts with a mindset of living for your
people, not off them. “You have to adopt a
tribal mentality. Yet, so many brands today
that with all the mediums available today,
still speak in terms of marketing to a ‘target’
brands can and should stand out. You don’t
that is completely separate from the people
do that by adding to the chaos and noise in
they interact with every day. That’s an octhe marketplace by attempting to chase evcupier’s mentality.”
ery possible new avenue, but by focusing on
As a result, the brand efforts feel like a
the key fundamentals.”
con game, and eventually, people revolt. It is
“Marketers need to get above the noise
about being one with your pack in order to
in their organizations, as well as in the marbuild the trust, empathy and intuition needed
ketplace,” says Popky, who also is president
to quickly act and react in ways that add value
of Leverage2Market Assoand build loyalty.
“Follow us, join us,
“Marketers need to get ciates. “They need to work
share with us (and eventuabove the noise in their hand-in-hand with the rest
of their company, including
ally buy from us) are the new
organizations, as well
sales, product development
calls to action in the conas in the marketplace.
and, more important, IT.
nected age,” Longstreth says.
They need to work
The days of being driven by
“You really have to know
hand-in-hand with the
creative concepts are over.
your purpose – why do you
rest of their company.” We need to be part of the
play the game? Seems like
overall business strategy,
a simple question, but it’s
– Linda Popky, President,
not the execution and deamazing how many brands
Leverage2Market Associates
ployment team.”
don’t have an answer. PosiAt the end of the day, the mark of a brand
tioning is a helpful framework to remind you
comes down to Jubenville’s two simple queswhat messages your brand needs to repeat,
tions: What is the promise I am offering, and
but it doesn’t do much to inspire advocacy.
how do I deliver it? “Can you make your cusThat’s the job of purpose.”
tomers money [and/or] can you save them
Linda Popky, strategic marketing expert
money? If you can’t do either, they’re moving
and author of the upcoming book, “Marketon. You have to know your true value. If you
ing Above the Noise: Achieve Strategic Addon’t, you have to figure it out.”
vantage with Marketing that Matters,” says
connect – Daily • March/April 2015
9
10
March/April 2015 • connect – Daily
Why your brand should be your first line of defense
By Charlie Lunan
D
an Antonelli remembers being excited when his New Jersey marketing
agency, Graphic D-Signs Inc., received a call from one of the largest
service companies in the country. He was exploring rebranding options
after learning he could not trademark a logo because it had been created with clip
art. They had grown from one van to several hundred, and wanted to expand to
new markets. But with so many other competitors using the same art, they found
themselves in a quandary. Rebranding would cost more than $1 million.
“Ultimately, they decided to keep what they had, due to the cost,” says Antonelli,
CEO and creative director of Graphic D-Signs. “It’s unfortunate, because they
can’t even own their brand and build a unique corporate identity that delivers a
meaningful brand promise, since the art is so generic and diluted.”
connect – Daily • March/April 2015
11
Brand police
“A lot of companies
think because
they don’t tweet,
no one tweets
about them. It’s kind
of a head-in-thesand approach.”
– Greg Mancusi-Ungaro, CMO,
BrandProtect
Graphic artists and trademark attorneys
say such tales are far from rare and illustrate
how entrepreneurs and marketers can fall
short when it comes to protecting the brands
they work so hard to create. While brand protection is a discipline that should start at the
inception of the creative process, it often is
neglected in the rush of starting a business.
“With so many other things to focus on –
from securing equipment to all the logistics of
starting their business – the brand is often an
afterthought,” Antonelli says.
Knowing the risks
Failure to adequately research trademarks can
cost time and money and, ultimately, can undermine what investors are willing to pay to
buy a business.
“The repeated misery I see is the brand team
goes out and does all this testing on a name and
then goes to legal,” says Andrea Anderson, an
intellectual property rights attorney based in the
Denver offices of Holland & Hart. “Then, you have
to make the tough decision of whether to acquire
the trademark or go forward on your own.”
Marketers also can err by registering a
trademark that is difficult to defend, such as a
name that includes a description of a product or
service. “Sometimes, marketing people may not
appreciate the risks,” Anderson says. “It’s not
whether you win the lawsuit, because less than
1 percent of all trademark cases go to trial. It’s,
‘Am I willing to risk $100,000 in legal fees on
this one brand decision?’”
Anderson routinely urges companies that
source to register relevant trademarks with
the Chinese government. Without registration,
they won’t be able to work with Chinese authorities to fight counterfeiters and risk being
extorted by trademark trolls. Just last summer,
Tesla Motors paid an undisclosed sum to an
entrepreneur who had trademarked its name
in China years before it entered the country.
There have been instances when a company
lowered its bid to acquire a company, after due
diligence revealed it would cost millions to obtain
overseas trademark rights and/or rid an overseas
market of counterfeit goods. “I’ve seen companies
bitten by that more than once,” Anderson says.
“It was going to cost them $3,000 to $4,000
to register their trademark in China, and they’d
rather spend that going to a trade show.”
Death by a thousand cuts
Of course, trademark registration merely is
the foundation of a long-term brand protection
TIPS FOR PROTECTING
YOUR BRAND
A comprehensive brand
protection strategy can and
should be driven by marketers in close coordination
with trademark attorneys.
In the first phase, marketers work hand-in-hand with
legal counsel to select marks
that cannot only be registered, but also defended.
In the second phase, they
work together to monitor
for trademark infringements and other threats,
and decide how to respond.
After consulting with several
sources, we compiled the
following checklist.
12
RESEARCH
1
2
Online research – Conduct an online search to
get a sense of what trademarks already are in
use in your target market.
Hire a trademark attorney – At some point, you’ll
need to call a trademark attorney to conduct at U.S.
Patent and Trademark and common law search,
since trademark rights in the United States stem not
only from registration, but also from use of a mark. An attorney
actually may be able to save you a lot of time, money and frustration by dissuading you from registering a trademark that will
be difficult to defend. Tip: Trademark attorneys love made-up
words, which are easier to protect than generic words.
3
Conduct a domain name and social media
search – If someone already is using your trademark in a URL or as a social media handle, it’s
March/April 2015 • connect – Daily
better to know before you choose a mark, since you may
have to budget for the cost of buying them out.
4
Register early – Once you pick a mark you want
to protect, register it with the U.S. Patent & Trademark Office as soon as possible. Once granted,
trademarks are retroactive to the time the application was filed, so you can file the application two to three
years before you use it – while your product still is in development. It also puts competitors on notice.
5
Consider registering trademarks overseas – This
is particularly important for companies that anticipate sourcing from or selling in the People’s Republic of China (PRC), where nearly 70 percent of
all counterfeit goods seized by U.S. authorities in fiscal 2013
originated. Moreover, PRC trademark law does not recognize
common law usage, which means a trademark troll could
trademark your brand before you even enter the market.
strategy. To be effective, a vigilant online monitoring program – regardless of how much online selling and marketing a company does,
must accompany registered trademarks.
“A lot of companies think because they
don’t tweet, no one tweets about them,” says
Greg Mancusi-Ungaro, CMO for BrandProtect.
“It’s kind of a head-in-the-sand approach.”
BrandProtect is one of several subscription-based services that monitor the internet
for mentions of a client’s trademarks. Using its
own proprietary algorithms and human analysts, the services identify potential threats,
such as rogue websites selling counterfeit
products, phishing scams, cyber squatters,
unauthorized social media sites and even resume fraud. Depending on the client, it may
have the authority and the tools to immediately shut down trademark infringers.
“The majority of mentions are legitimate,”
says Mancusi-Ungaro, noting that BrandProtect’s smallest clients spend about $11,000 a
year with the company. “We are throwing away
the wheat to find the chaff, so the yield may
only be .05 to 3 percent of everything we sift
through. But that little pile of threatening activity is, for our customers, extremely relevant,
extremely scary and potentially impactful.”
6
representative, and end up
The more common in“Sometimes,
with illegitimate brokers,”
jury, however, comes from
marketing people
allowing dozens of lessmay not appreciate Mancusi-Ungaro says. “That
is using the brand to steal.”
dramatic threats to go unthe risks. It’s not
Thankfully, most local
answered. Over time, unauwhether you win
businesses don’t have to
thorized use of trademarks
the lawsuit. It’s,
worry about these threats.
in a URL, social media han‘Am
I willing to risk
Criminals tend to gravitate
dle or eBay store can dilute
$100,000 in legal fees toward the most iconic
a brand every bit as much
on this one brand
brands that will earn them
as using clip art in a logo.
decision?’”
the most money. That does
“It’s really more the
not excuse small business
death by a thousand cuts,”
– Attorney Andrea Anderson,
marketers from being vigiMancusi-Ungaro says.
Holland & Hart
lant, whether that’s setting
In the summer of 2013,
up Google alerts for its trademarks or selecting
a major regional bank that was hearing coman artist to design its logo.
plaints on social media about what some of its
Antonelli warns that many websites
mortgage loan officers were doing approached
now offer to connect small businesses with
BrandProtect. After three or four weeks,
offshore graphic designers who regularly enBrandProtect reported back to the bank what
gage in trademark infringement. “Often, the
it had learned from monitoring 1,000 of its
small business owner has no idea their new
loan officers. As it turned out, the bank only
‘original’ logo is simply a ripoff of someone’s
had 477 mortgage loan officers. Most of the
trademark – until he gets a cease and de500-plus others identified by BrandProtect
sist letter, or worse, a suit claiming dammerely had failed to update their online inforages. They then not only need to defend
mation. A handful was intentionally trading on
themselves in a suit, but also deal with the
the credibility of the bank.
expense of rebranding everything that uses
“In a worst-case scenario, people see a
this stolen artwork.”
legitimate advertisement and look for a local
Register for adjacent uses – Consider future brand extensions
into new product categories. For example, if you’re a footwear
brand, consider registering your trademark for apparel and
accessories as well.
MONITOR & ENFORCE
7
8
9
10
Set up alerts – Set up email alerts on your favorite search
engine that will notify you every time your trademark appears
on the internet. This can act as an early warning signal of
trademark infringement.
Work with distributors – If you sell through retailers and wholesalers, encourage them to report suspicious activity.
Appoint a brand cop – Consider assigning someone in marketing to work part-time, monitoring searches and responding to
dealer complaints.
prevent unscrupulous competitors from inadvertently infringing your trademarks, and prove you were actively using and protecting them if you feel
compelled to take your claims to court.
11
Subscribe to a digital brand protection service – Larger companies may want to consider subscribing to a service such as
BrandProtect, ChannelIQ or Corporation Service Co. to set up a
custom monitoring and reporting service. Be sure to shop around
as these services can cost thousands of dollars per month.
12
Conduct regular audits – This is a good practice for grooming
a company for an acquisition or takeover. Look at every mark
you’re using, and consider whether you want to register it. Audits also should check to make sure the company, rather than
the founder or someone in marketing who registered an asset in their own
name, owns all trademarks.
13
Educate and enlist consumers – If you sell highly counterfeited
goods such as handbags, watches, consumer electronics, apparel
or footwear, consider setting up a page where consumers can learn
how to detect and report counterfeit goods.
Use the ® and ™ symbols – Use these with all registered trademarks, including logos, in all corporate communications, including
press releases, logos, signage, advertising and labeling. This will
connect – Daily • March/April 2015
13
Q&A:
Interview with Rodger Roeser
Trending with ...
Branding expert Rodger Roeser
A
wards seem to follow Rodger Roeser wherever he goes. Over the years, he has been an
award-winning TV anchor/reporter, radio host, journalist and editor. On the business front,
the agency he founded, The Eisen Agency, has won a litany of accolades, including a
spot on the “Inc. 5000” list as one of the fastest growing small businesses in the country in 2012.
Today, Roeser’s Cincinnati-based firm works with small and large businesses alike to help align their
communications with their respective audiences. Clients include RE/MAX, Coldwell Banker, White
Castle and Roto-Rooter, among others. Here are his insights into why branding is a team game.
What’s the most important aspect of branding today?
The single most important thing is to have a clear understanding of the brand and make certain the
experience is truly felt throughout the whole organization. This should not only be consistent across
the marketing mediums and external expressions, but also permeate throughout the look and feel
of your business and employees and how your customers are treated.
How do you continue to
keep things consistent?
You should have brand “police” that continually
work with your organization at all levels. This
helps them understand the brand and what it
stands for, and how each individual as a part of
that organization fits into the brand discussion.
It’s more about the professional than the service, so it’s critical everyone understand even
the smallest nuance of the brand as a whole.
Why is that important?
It allows everyone at every level to share what’s
interesting or what makes an organization
“tick.” When you have brand ambassadors,
you have a better chance of standing out amid
a cluttered field.
How critical is the
“buy in” at every level?
Branding is a top, down process, permeated throughout the
Branding is a top, down whole of the brand entity. It’s an
ongoing process that involves
process, permeated
practice, drills, questions and
throughout the whole objectivity. There needs to be
a commitment to create, foster
of the brand entity.
and manage that brand for the
good of the whole. Leadership
It’s an ongoing
because if the folks
process that involves isin critical,
the corner offices pay “lip
practice, drills, questions service” to the brand or brand
experience, no one will follow
and objectivity.
along. The leadership must
be the most diligent of brand
ambassadors and continually challenge others to
more succinctly share in that brand conversation.
What’s the main ingredient in
telling your brand’s story?
It’s the customer or the client. Without the clear
ability to truly understand what the client or customer wants and needs, it’s almost impossible to
have an objective brand story to further engage
and actually be part of the customer story. As
with virtually all products or services, it doesn’t
exist if the client isn’t central, which is why saying a business is client-centric is a poor brand
pillar to stand on. Understand why your customers love your brand and how you cannot only
share that story, but also live that conversation
throughout the whole of the operation. Branding
isn’t about marketing; it’s about operations.
14
March/April 2015 • connect – Daily
Before You
Go
Posting up
The best days and times to share content
Email
Most popular:
Thursday between
11 a.m. and 12 p.m.
Most effective:
Thursday between
2 p.m. and 5 p.m.
So, you have this amazing piece of marketable, insightful content that
you can’t wait to share. But when should you post it? You thought
you knew. According to a series of reports from TrackMaven, the
most popular days and times brands post content aren’t necessarily
the most effective. Be forewarned – your timing may have been off.
Following are the report’s key findings (all times are EST):
Twitter
Most popular:
Thursday between
12 p.m. and 1 p.m.
Most effective:
Sunday between
10 p.m. and 11 p.m.
Facebook
Most popular:
Thursday between
12 p.m. and 1 p.m.
Most effective:
Sunday between
12 a.m. and 1 p.m.
Instagram
Most popular:
Thursday between
1 p.m. and 2 p.m.
Most effective:
Monday between
8 a.m. and 9 a.m.
Blogs
Most popular:
Tuesday and Wednesday
between 11 a.m.
and 12 p.m.
Most effective:
Saturday between
12 a.m. and 1 p.m.
connect – Daily • March/April 2015
15
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