The Indianapolis based company, SGI, is looking to hire an additional Account Coordinator. Our Indianapolis Marketing firm, Element Three, has done work for SGI (we redesigned their logo and helped articulate their brand position). SGI is a stable company with strong leadership.
For more information on the position, click here. Interested parties should forward their resume to Jack Burns, jburns@mysgi.com. This is an entry level position for someone a couple of years out of college. Experience is not necessary.
This week, President Obama gave his State of the Union message to a joint session of Congress. No matter what your political leanings, it was easy to see that one side of the chamber reacted to his message with raucous clapping and cheers. The other, silence. [Unlike his last visit to Congress, when one member on the silent side chose to shout, "You lie!" in response.] This year, during one especially pointed comment toward the Supreme Court, one of the justices could be seen to mouth, "That's not true." Not the most effective exchange.
Just a few days later, the president took part in a gathering of Republican House members Friday in Baltimore that brought some conciliatory words from both sides, but also some pointed complaints and accusations. See more about this by clicking here.
According to Maureen Dowd of the New York Times, this was the most meaningful exchange yet between the two parties and it was what could be the first real step in having Democrats and Republicans working together for the good of the nation.
What's the point in all of this? Communication is so much more meaningful when it's two way. Let's translate this discussion to your brand communications. Are you allowing your brand's constitutents to respond to your products and services? Social media allows dialogs to develop that can inform your product or service development, even your brand itself. Knowing where and when to have this two way conversation is key. As part of our and marketing and brand positioning strategy, we can recommend the most fruitful places for your brand's two way conversations to take place. So you get as much out of them as your customers.
I watched Governor Mitch Daniels State of the State Address this week. I was interested in hearing how he would chose to address the highs and the lows of Indiana's performance over the past year. While acknowledging the challenges faced by our state and the residents who live here, he also took some time to put those challenges into perspective. Indiana has successes that are worth noting and celebrating.
It got me thinking about Indiana and even Hoosiers as a brand. States definitely need to clearly articulate their unique selling points when pitching themselves as a place to do business to the outside world. I imagine the average Hoosier, if asked, would describe Hoosiers as hard-working, value-centered, and relatively conservative. While that may or may not be an accurate description, those are not the unique selling points that differentiate our great state. At least not in terms that matter when pitching Indiana to newcomers.
From an economic development standpoint, what I heard about Indiana is:
Affordable housing
We can back that up with statistics that prove the cost of living here is an attractive differentiator.
Fiscally sound
We are one of very few states that can claim a working cash reserve. It has allowed us to navigate the current recession without making cuts to the most basic of necessities. That is not to say we haven't had to make sacrifices, but the severity of those sacrifices have been mitigated by the financial position of our state. Our bond rating remains strong, and outside companies know that they can set up business in a state that can support infrastructure development.
Progressive posture on taxes
The reforms made to the statewide property tax system were accomplished through a bipartisan effort at a time when many states were forced to raise taxes. Residents of the state demanded change and the political system worked to support it. From an outsider's perspective, this is evidence of a state willing to tackle tough reform.
The purpose of this post is not to put forth personal political opinions. Instead it is an opportunity to review the message through the brand positioning lens. As brand communicators, the Element Three team understands the importance of defining those points of differentiation that separate you/your company from your competition. As speeches go, Governor Daniels clearly defined Indiana's differentiating points. He was "on message." It's something his team can back up with proof points. On a personal level, it made me proud to identify with being a "Hoosier."
If you, like I, tend to get overwhelmed at this time of year, you know how much there is to get done. As a brand communicator, you may feel the same at work. There are the obvious seasonal greetings to get out, all in keeping with the brand positioning strategy yet bringing a bit of cheer to those who have been good to you all year long. Then there are the corporate gifts and the celebrations, as well. This can all become quite an expense – and a time sucker.
Here's another idea: instead of saving up the cheer for the holiday season, find ways to bring cheer to your brand's fans all year long, a little bit at a time. If you spend, say $5,000 at the holiday season (a small amount for most brands), you might create a number of meaningful events during the year in which you bring experts in to speak on a relevant topic Or you might spend the money creating content on your Web site and inviting special guests in with a password. Because content, to many, is more important than a box of flavored popcorn or a slightly drunken party. And in the long run, it brings more value to your brand.
I encourage you to read the article in its entirety, but a couple of macro themes stuck out to me.
1) Consumer confidence remains low. Until people are certain their jobs are not going to go away and they become certain they are not going to need to support additional family members or friends - people are going to do without and pull back on discretionary spending.
2) The available housing inventory is decreasing as a result of the 'first time home buyer' tax credit and crazy low interest rates - but whether or not we can continue to outpace the number of foreclosures and defaults coming into the market has yet to be seen.
3) Ad spending is down for what could be the third consecutive decline, unprecedented since the Depression. People are certainly consuming less, but they are also becoming more focused in their spending. At our marketing firm in Indianapolis, Element Three, we have encouraged our clients to spend less building general awareness (these would be ad dollars) and shift that spend towards client retention, penetration and creating brand awareness in target markets. This is a time when companies should become more focused in the products they offer and the customers they service.
What are steps your company is taking to become more focused in their marketing efforts in this economic period?
With years of advertising copywriting experience, I've confronted a new reality. Search Engine Optimization writing for the Web. My background always taught me to use conversational language relating to the reader. I learned to stay away from 'business speak', jargon, and overly formal language.
Now, I'm learning the complex reality of writing for bots that search the Web for key words – all so that search engines can find my copy. In fact, right now, I'm writing copy that must include key words so that Web bots can find this blog entry. The problem is, most readable copy isn't sprinkled with business terms usually identified as key words. For this blog, I am supposed to insert key word phrases like marketing launch strategy or brand positioning strategy, for instance. In fact, as I typed in those words, the little Keyword Strength Monitor turned from red to green...to bright green! But I can't imagine casually sliding these phrases into copy you'd actually want to read.
My hope is that the next generation of Web bots has the intelligence to pick out word patterns in a more human way, arriving at concepts as a result of reading the copy as you or I would. I can write SEO copy because I have to do it. That doesn't mean I like inflicting it on anyone who has to read it! Oh, by the way, marketing integration, done by brand consulting groups causes return on marketing investment due to strategic marketing planning. Boy, is the Keyword Strength Monitor green now!
As important as it is to have a clearly defined point of differentiation in the market, it is even more important you have proof for the claims being made. At our Indianapolis marketing firm, Element Three, we use the phrase "claim of distinction' when referring to an organization's brand positioning strategy.
It's not enough to just claim what is distinctly different about your company/product/service - you have to be purposeful about integrating proof of those claims into the operations of your organization.
For example, if safety is a claim of distinction for your organization - you need to make sure you have a safety program to minimize accidents, provide safety gear at every entry point into a plant, train personnel above that recommended by OSHA or standards the exceed the industry.
If you are going to be bold in claiming a distinction - customers and prospects are going to want to ensure you can provide proof of those claims. If you can provide that proof, you will build a strong, authentic brand for your company.
After months and weeks of brand and marketing strategy development work, yesterday was an exciting day at Element Three as we unveiled brand position strategy recommendations to one of our clients. By design, this "event" was a production because we wanted it to be an immersive experience for those participating. Through the use of actors, music, pictures, words, and video, three distinct expressions of the company's brand direction were presented. It came alive for those involved and through multiple sensory experiences the decision makers were able to envision how their company's brand message will play in the market. The effort was well received and by the end of the day, we had a decision on a chosen direction for the marketing communication work that lies ahead.
While those in the industry recognize that what we do for our clients is not really magic, it's a result of hard work and sound methodology. From our clients' perspective there is still some mystery in how we can move through the brand development process, uncover those all important unique selling points, define the brand essence, and turn it into creative message strategy. It's the kind of work that makes our office hum with excitement.
Yesterday was a home run day at Element Three. Just in time for the start of the World Series. Go Phillies!
If you, like me, are trying to minimize your impact on the environment, you can now shop green and frequent local stores, buy organic products and fair trade brands online through green.thefind.com. You can also get online coupons and save your favorite green shopping links.
More and more, sustainability, cause related marketing and socially conscious brands are winning. Consumers and businesses are starting to look for brands that pay attention to their impact on the environment, too. There are even courses in sustainable business available now. If you are considering your brand positioning strategy and wondering how you might consider sustainability, ask us how we can help.
I like this from Ben Silverman, Co-Chairman, NBC Entertainment and NBC Universal Television Studio.
In an interview, Silverman said the company will develop content and marketing across every medium, "from Twitter to television." He said the idea is to break out of the old media paradigm that centered on the 30-second TV spot. "Attention is the toughest commodity to harness," he said."To get people's attention you have to disrupt, you have to make things part of the culture, not just part of the marketing."
Mr. Silverman has one thing correct. If you are to build a lasting brand that consistently grabs the attention of your target audience, it has to be lived out in more places than just marketing. It has to become part of the fiber or culture of your organization and the individuals tasked with creating the brand experience.
If your brand positioning strategy is solely a marketing initiative - when customers and prospects encounter your organization - your brand promise will ring hollow. Brand is a promise you are making your customers. You have to be purposeful about ensuring they experience your brand at three places - 1) pre-sale 2) during the sale and 3) post-sale.
If you work with our Indianapolis based marketing firm, you can be certain we will help you not only integrate your brand message into marketing communications, but also make recommendations on how to bring your brand message to life within the operations of your organization.
Make certain your company is living out its brand promise throughout operations and not just in its marketing message.
I was saddened last evening when the news first broke that GM's Saturn brand will ultimately cease production as the deal to sell to Penske Automotive Group fell through. AdAge article here.
I remember well when the Saturn brand first popped onto the scene with its "Different kind of car. Different kind of car company." brand messaging (developed by Hal Riney Partners, San Francisco). In 1993, my wife and I purchased our first new car together – a blue-black Saturn SL-2. Damn, that was a gorgeous car. The bottom line: the car buying experience lived up to their brand positioning. At the time, it was different – a new way of buying a car as Saturn was the first to offer "here's the price, let's not play the car buying game". I remember they also took our picture (Polaroid, of course...it was 1993!) and placed it onto their bulletin board with all of the other proud new owners.
Our SL-2 lasted 10 or so years (at least five of the valves lasted 9 and half years). Ultimately, I donated it to St. Vincent De Paul and purchased something else. Funny thing is I don't remember that purchase as the car buying experience just wasn't the same.
So, farewell Saturn. And thank you for making our first car buying experience a memorable one.
For just a taste of the Saturn experience, here's a Saturn Homecoming spot from 1994:
We use Compendium for our blogging partner. Of course, the purpose of (most) blogs is to let people know a little bit about the "real" you, whether an individual or company. In many instances, the way bloggers are found is through online search for a particular subject or item. For instance, maybe you're a fan of the "Arizona Cardinals" (hey, why not?) or "Native Americans living in Cleveland", or "talentless unemployed actors" (to save time, one could also type in "Carrot Top").
On to my point: when writing in Compendium, they provide targeted keywords, which help the bloggers (moi) keep on track. The more keywords used, the stronger the post. In true 21st century coolness, there's even a keyword strength indicator, where red means "Steve, stop writing about the Arizona Cardinals" and green indicates "you're the best blogger, ever."
Today, I'm going for the green. This will be the strongest, keyword-heaviest, blog post. Ever... So, if you were looking for any (or all) of the following, sit back and enjoy (alpha order for your viewing pleasure):
Best Marketing Plans, Brand Chemistry, Brand Communication, Brand Consulting Companies, Brand Consulting Group, Brand Development Services, Brand Development Strategies, Brand Identity Development, Brand Marketing Consultants, Brand Positioning Strategy, Brand Strategy Agency, Brand Strategy Company, Brand Strategy Consultants, Brand Strategy Firm, Branding Consultancy, Business Communications Indianapolis, Business Logo Creation, Certified Brand Strategist, Corporate Brand Strategy, Creative Brand Development, Develop Brand Identity, Developing Brand Strategy, Indianapolis Ad Agency, Indianapolis Advertising Marketing, Indianapolis Brand Consultants, Indianapolis Brand Development, Indianapolis Brand Management, Indianapolis Brand Marketing, Indianapolis Business Marketing, Indianapolis Corporate Branding, Indianapolis Marketing Agency, Indianapolis Marketing Communications, Indianapolis Marketing Consultants, Indianapolis Marketing Firms, Indianapolis Marketing Plans, Indianapolis Marketing Strategy, Indianapolis Marketing Tools, Indianapolis Strategic Marketing, Logo Creation Services, Marketing Brand Development, Marketing Integration, Marketing Launch Strategy, Midwest Marketing Partner, Online Brand Strategy, Return on Marketing Investment, Strategic Brand Consulting, Strategic Brand Development, Strategic Marketing Planning, Successful Marketing Plans
There. I've officially made Code Green with the strongest blog post, ever! Call Element Three today if any of that interests you. Or, if you'd rather talk NFL football (especially the Arizona Cardinals) or wish to debate who the best hair metal bands from the eighties are, I'm ready.
Last week, I invited fellow blog readers to participate in voting for inductees into the 2009 Madison Avenue Advertising Walk of Fame. The Walk of Fame celebrates brand tag lines and brand icons that have left an indelible mark on our collective memories. As a result, they have been deemed "walk of fame" worthy.
Behind these famous brand elements stand creative and strategic minds who understood brand positioning strategy and executed it through campaigns that have stood the test of time. Announced on Monday, here are the winners: Tag lines:
State Farm Insurance: Like a good neighbor Virginia Tourism: Virginia is for lovers
Icons:
AOL's Running Man The Budweiser Clydesdale's
This fun little competition is a reminder that a brand's strength is a valuable asset to the company's bottom line. And, while perhaps your favorite did not win this year, I am sure you will agree you know the ones that did.
For a recent brand positioning project, the Element Three team was asked to clariify the structure of the brand. If you haven't heard of brand structure, it is not the same as your org chart. Brand structure determines how your brand faces the outside world. Do you lead with your overall brand name or with your products? Do you divide you messages by product line or by work process? Typically, these decisions are based on the place from which your brand derives its equity.
For instance, General Motors, leads with Chevrolet, Cadillac and its other product lines. The GM brand backs up the product lines but the product lines themselves drive equity to GM. GM adds a level of comfort to those product lines. So too is Proctor & Gamble a product-driven brand structure. These mega corporations can afford to market multiple brands unlike most organizations. Each brand you send to market represents a substantial investment in marketing costs to create awareness, credibility and intent to purchase.
Our brand consulting group can work with your organization to help you understand your brand's structure before you launch into marketing strategy, brand identity development or other strategic marketing investments. This assures that you are spending your marketing dollars in the right way by facing the market most advantageously.
A few years ago, I was asked by a well known Indianapolis marketing firm to help them get to the heart of one of their client brands. They had already done a variety of focus groups and asked all the usual questions about experiences each of the attendees had with the brand. And each attendee was passionate about their own experience and would argue intensely for their viewpoint. Yet there was no agreement or common thread that the firm could arrive at when it came to brand positioning strategy.
I found out that the focus group facilitators were asking only rational questions about attendees' brand experiences. Yet when you want to understand on a deep level what external (or internal) constituents believe about your brand, you must get past the rational level to the emotional level. This cannot typically be done as a first step. In fact, it's best not to do it in the usual way: getting a group together and asking them to share in front of each other. Emotional depth is an area best mined individually and thoughtfully.
That's how our Deep Dive Brand Chemistry Process was invented seven years ago. From the very first session, we have found that it unearths surprisingly consistent connective brand tissue even though information is never shared among participants of our sessions. Are you ready for a Deep Dive into your brand? Can you afford not to?
Earlier this week, Steve Nealy, Creative Lead and Arizona Cardinals fan extraordinaire, went to a seminar in Indianapolis to hear economist Alan Beaulieu speak.
A little about Mr. Beaulieu before I comment on his presentation.
Mr. Beaulieu:
provides economic forecasts with 96% accuracy
has been consulting with companies for almost 20 years on how to forecast, plan and increase profits based on business cycle trend analysis
When looking at the rest of Q4 and into 2010, how should you consider where we are in the economic cycle and what that means for your organization's brand positioning strategy, marketing spend and strategic planning? Consider the following charts.
The chart above shows that every 10 years (or so) our economy goes through an economic cycle. Pull one economic cycle out and break it into four sections of the cycle, and you get the graph below.
According to Mr. Beaulieu, we are in the trough indicated above. We are coming out of Phase D in Q4'09/Q1'10 and moving into Phase A the remainder of 2010.
He then goes on to recommend what you should be doing in this economic phase from a marketing and business strategy perspective, read the slide below.
We are seeing too many hold back from what they know they should do - approach the market with boldness, create more clarity in their brand positioning strategy, be a leader and attack the market - capturing the marketshare of competitors who have gone out of business or who are asleep at the wheel.
What Mr. Beaulieu is telling us is to be bold and take the contrarian approach. Not an easy place to stand. The ones who do will be standing in the end, victorious.
Below are five things to be considering as select industry sectors are recovering from the current economic recession.
Make certain your product/ service has remained relevant as consumers buying habits and preferences are changing. If you have psychographic research on your audience, now may be a good time to revisit the findings and test to ensure the results are still valid.
Have a focus brand positioning strategy to ensure you are attracting customers you can serve well and grow into the future with. Customers are looking for ways to save money, improve efficiencies and grow market-share - be sure you are offering the same deals and benefits to existing customers as you are to new customers.
Have an ongoing strategic marketing planning process that evaluates the market trends and movement. If you do not have the internal resources to implement this, partner with a marketing firm that completes marketing plans, like Element Three.
Be measuring your marketing effectiveness by evaluating return on marketing investment to identify when, how and to what extent your audience segments are responding
Equip your sales team with the proper tools and message to maximize sales cycles, deal size and deal flow. It is more important than ever that sales and marketing be closely integrated.
What other things are you doing in your business to be sure you are capturing the market-share coming out of the economic downturn?
Right now I am working on a brand launch plan for one of our clients. We recently went through our Brand Discovery process with them and it was abundantly clear that their company name needed an overhaul.
One of the issues we're running into is that they have changed their name and logo several times over the past few years. As a consequence, we are faced with ensuring customers and partners don't just roll their eyes and that the clarified brand message connects squarely with the intended audience.
The last few times the name was changed, it was not much more than a logo and color palette adjustment. There was no compelling brand positioning statement, updated brand story or brand communication for the employees and sales team to get behind. Therefore, when the changes were communicated, it was with little conviction on the part of the internal employees.
We're not done, so I can't declare victory, yet. What I can tell you is that for any changes to a corporate message or brand strategy to be successful, you have to begin with getting the internal team aligned and on board.
Our plan begins with a very purposeful internal launch, then allows for 30 days of 1:1 conversations with customers before the big external launch of the new corporate brand strategy at an upcoming trade show.
You may have your message down, but does the rest of your organization understand the corporate brand strategy and key message points?
Throughout this year, we have been blogging and talking about the importance of marketing communication in a down economy. We've also written a white paper, Five Marketing Strategies for a Recession. Sometimes, though, it is not enough to hear it directly from the horse's mouth.
So here is a case in point; Unilever. New CEO, Paul Polman, surprised analysts and investors announcing second quarter sales growth which outpaced expectations. With 2% volume growth and 4% organic growth, Polman credits his company's second quarter investment in advertising and marketing in support of brands which include Dove and the launch of Starbuck's ice cream.
According to Polman, "This year growth is coming from innovations and marketing. That's quality growth." After cutting marketing spending as a percentage of sales last year, Unilever accelerated spending in the current quarter. Analysts rewarded this decision with a buy recommendation for Unilever stock.
With a portfolio of brands positioned to consumer buying preferences, Unilever's experience is proof that with proper messaging and a commitment to investing in brand communication, you can move market share.
Consider big box retailers as a microcosm of brand positioning.
You can see that Target or 'Tarjay' features cheap chic, including designer products by Isaac Mizrahi, Michael Graves, among others. Its colorful yet clean design aesthetic and high energy brand communications appeal to a slightly hipper crowd. Yet its products are still priced reasonably.
Walmart, on the other hand, poses as the 'down home' store focusing on rock bottom prices. Its front door greeters and smiley-face dropping price tags try hard to endear the retail giant to more small town customers as if it were a family owned general store down on Main Street.
K-Mart tries to be a little bit of both of these yet doesn't succeed in being either hippest or cheapest. Even its Web site seems confused. Known for its blue light specials, an idea whose time seems to come and gone, K-Mart may draw leftover Target and Walmart shoppers.
Is your brand the innovator? The pragmatist? Or is it confused? Walmart and Target's numbers show that being clear and unique (owning a market position) pays off – while confused brand communication does not.
Business First is our motto at Element Three, and our Blog is designed to provide marketers and decision makers with fresh ideas and perspectives in the worlds of business, brand, marketing and design.
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