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What should be the voice of a brand?

March 1st, 2010 by John Mallen

By: John Mallen

Special circumstances aside, I believe that a brand should be a stand-alone entity. In our world, the brand is JMC Marketing Communications & PR – long name but it communicates 85 percent of what we do. We have a tag line, and just the other day, a contact of ours got the tag line and wrote about it as being the brand: “You folks are communications in the real world.”

I’d never thought about the tag being a stand alone, but it really is – maybe even better than the brand itself!

My point here is that a brand has a place within the organization that owns the brand and in the minds of customers and other stakeholders. But when the organization speaks, the brand doesn’t.

The company can be the first person narrator, as in “We greatly appreciate your business.” But the brand is always referred to by the speaking organization: “We value your selection of Acme products. Acme consistently outperforms competitors …”

The key principle is to always make the brand stand alone as third person, that which is being referred to. Even when “we” the organization are speaking, we treat the brand as a valuable third person entity. We call it by name and speak to its attributes.

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Most Trusted Brands

February 23rd, 2010 by Gretchen Reed

by: Gretchen Reed

Market research firm Millward Brown recently published its “Most Trusted Brands” list and there were a couple of surprises.

As reported in Brandweek, though consumer packaged goods dominated the survey, two service brands – Amazon.com and FedEx, topped the list, which is based on a “TrustR” (trust/recommendation) score compiled from polls conducted by Millward Brown in the U.S. and globally.

The top ten brands listed were:

  1. Amazon.com
  2. FedEx
  3. Downy
  4. Huggies
  5. Tide
  6. Tylenol
  7. Toyota
  8. WebMD
  9. Pampers
  10. UPS

Surprised to see Toyota on the list? Well, data for the study was collected in 2009, prior to the disclosure of Toyota’s recalls, which could account for the brand’s standing.

But notice the number 6 brand – Tylenol. Here is a brand that has been plagued by multiple recalls and PR crises, but has weathered the storm. As Eileen Campbell, global CEO of Millward Brown noted, “Doing well in a crisis actually builds trust.”

Maybe Toyota can learn from Tylenol’s example, although the recent ads I’ve seen lead me to believe that they just hope the crisis has magically disappeared – or that a rebate or discount can erase the damage done.

It should be interested to see who does – and doesn’t – make next year’s list.

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Brand Ambassadors

February 23rd, 2010 by Gretchen Reed

A recent negative experience with an ISP installer reminded me of the often-overlooked role of employees as brand ambassadors.

Especially in service businesses, employees are not only the company’s “face,” but, to some extent, its “product.” The way employees perform reflects directly on the reputation of the business, for better or worse. This interaction is often far more powerful than any advertising campaign or PR effort.

We often encourage our clients to enlist their employees as brand ambassadors, but in order for this to happen, there must be both management commitment and employee receptivity.

First, management must make a considered effort – not just pay lip service to – sharing the company’s goals, vision and values. They also need to lead by example by not only saying what they will do, but actually doing it.

On the employee side, employees who are treated fairly, rewarded for excellent performance and, just as important, called on inferior performance are much more likely to behave in a way that makes their employers proud – and customers happy.

In the case of my ISP experience, the next time a competitor’s direct mail piece arrives or commercial airs, you can bet I will be paying more attention. I guess that makes the installer a brand detractor, rather than ambassador. And just how many of those can a company afford to have?

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GUI

February 22nd, 2010 by John Mallen

On Feb 19th my GUI — that’s digiterati for “graphic user interface” — blew out. The blow out was not on the part of that big HP screen at my desk.  It had to do with the enormous headache and frayed nerves triggered by a tsunami of SPAM and God knows what other malicious code I could not see, firing at minigun speed in the aftermath of changing from one ISP to another, making concentration on any one topic emotionally impossible!kingston-meetup-2

Let’s just say that by the time I arrived at The Beahive, kind of an open-source workspace operated by Chronogram in Kingston, N.Y., I was reverberating from an afternoon of swatting at spam like you’d flail at yellowjackets at a summer picnic.  Adding to the static, as I approached I was pleading with customer support to see if they could do something to jump start stalled Internet service on my iPhone.

“Okay, now just take a deep breath,” consoled Ric Dragon, one of the event organizers, a partner in our Web 2.0 initiatives at JMC , and a good friend.  Did that.  Once calmed, I found myself in what a chamber of commerce would call a ‘mixer,’  ready for diving into an evening of cyber-meetup disinhibition.  And from this time my  gratuitous observations follow.

–  People are social. There wasn’t much Web jargon among these digital cowboys and cowgirls.  Mostly it was a pleasant social meetup, providing  great opportunities to  catch up and meet new people.  If these attendees are at all representative of the ’social’ in the Social Web, then we’re in for more enrichment of the notion of community, especially when we get the opportunity to gather in person. Natural law: you cannot take people out of “social.”

–  When today’s business people gather you hear a Clinton-era redux, “It’s the economy!”  At least in the conversational circles I wove into and out of that was the case. Most participants were small business owners or independent contractors and consultants. While to a person, each represented a significant unique value proposition, the conversations frequently turned on the theme of the general economy.kingston-meetup

–  The notion of pricing pressure — downward — cuts across the professional disciplines. Clients are refusing to accept even the prices of the recent past.  They want them lowered and we’re doing that!   Personally, I hope this is not a theme suggesting that we are on the economic path of disinflation that has affected Japan for the past two decades. Alas, the lag on inflation (meaning inability of companies to get prices up) is a major theme in the current “Weekend Wall Street Journal.”  And it’s further expounded upon in a review of general economic and policy scenarios in “SuperCycles:  The New Economic Force Transforming Global Markets and Investment Strategy,” a book just out written by former Citi economist Arun Motianey.

–  Fixed office space is an endangered species. Witness those attending the meetup who are making Chronogram’s Beahive  their business base as a validation of this tenet. In the not too distant past, moving into business  entailed a search for an affordable office  with a respectable address. That seems to have given way to the challenge of finding a shared, though still respectable, home-base location, which is one step beyond the home office and one step below having significant overhead of, say, a leased space in the Acme Building. What we are seeing, and I sense at a more and more rapid clip, is the assembly of service groups comprising independent contractors, consultants, and contract employees.  Heck, we’re just providing professional service firm expertise on a formula that now represents a quarter of the American workforce — 26 percent of workers in non-standard jobs.

Themes aside, I enjoyed the people the most.  I also enjoyed the fried green beans with dipping sauce hors d’oeuvres, which was contributed by the husband of Claudia D’Arcy,  director of social media for Dragon Search, a top-drawer photographer finding success in covering events including weddings in New York City.  A mystery delivery of a great pie from Vincenzo Pizzeria & Restaurant across the street, added warmth. K.J. McIntyre,  the most charming, dedicated and committed professional in the area, was busy linking the unconnected with the connected. Chad Gomes from Port Ewen appeared, freshly emancipated, as a ready, willing and able entrepreneur.  Friend, former JMC team member and colleague Roger Rosenbaum was recounting tales about his great-looking son, smart as a whip, and ready for kindergarten next fall.kingston-meetup-3

Others appeared as well, all of them with Twitter handles:

@RicDragon, @McIntyreKJ, @DragonSearch, @Beahive , @FauxClaud, @designicu @SleepJunky, @theasphere, @jmcopenmic , @AmeriBag , @KJMRealtor, @sDialogue, @Etela, @b2engt , @McIntyreOn, @kpsourcerqueen, @JohnnyKickall, @bluehwyflaneur, @UlsterMadness, @digsart, @jenwdragon, @tomhoffay, @ivanlajara, @Ingwaem, @uccomptroller , @mediaman1, @MountainSean, @jenwdragon

And our very own hashtag: #HVMavens.

Oh, and as to the curse of the spam — I am assured the solution will be dropping Microsoft Exchange and migrating to Google. Google?  Yes, Google. Well if they are going to copy all the literature on earth, what’s to say they can’t keep all the spammers on earth at bay? Maybe Google can fix the economy too?

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When The Lights Go Out!

February 18th, 2010 by KJ McIntyre

We forget how dependent we are on technology — until the electricity goes off. This part of the Hudson Valley – Ulster County — is a relatively rural area, so we’re subject to outages in storms as tree limbs interfere with electrical lines. The utility company generally responds within hours so outages can turn into a fun break, a time to get the family together telling scary stories with candles flickering, or a time to meet the neighbors.

Sometimes the outage is more isolated, as in this afternoon’s WordPress.com outage. Since WordPress itself is affected you can’t “Dial Home” to find out what’s happening. And it’s companion WordPress.org is missing the opportunity of playing helpful neighbor and informing WordPress.com clients what’s happening. Fortunately, this site is hosted elsewhere so it is still up and running. But I have three of my own sites on WordPress.com. I caught an early tweet so I knew what was going on, but still it is disconcerting.

I went to one site in relation to a project that I’m working on — it’s supposed to be the communication site for the new joint venture of our two major hospitals. On some tries I get a straight error message: <em>The webpage at http://www.healthyulster.org/ might be temporarily down or it may have moved permanently to a new web address.</em> But alternately I’m directed to a GoDaddy! site that says it’s parking the site and offering links to diet sites. While smart keyword association by GoDaddy! this is probably not what our hospitals had in mind.

Okay, it’s now over an hour. Time for the lights to come on! And just as there’s a spike in generator purchases after major storm outages, looks like I’ll be backing up differently or changing my hosting arrangement.

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JMC Team Profiles: Sandy Frinton

February 18th, 2010 by John Mallen

I entered PR at the turning point. In the old system, public relations practitioners were heavily drawn from the ranks of the media. In the 1980s, that had begun to change. So when Sandy Frinton walked into JMC in 1998, she was an unusual representative of the PR candidates of the past. She was intent on crossing over to the other side, from journalism – then the business team at DowJones’ Times Herald-Record – to the world of PR with JMC.

Sandy Frinton

Sandy Frinton

Sandy, minted from SUNY University of Buffalo, began her career with the Register-Star in Hudson and then moved to the Daily Freeman in Kingston. She went to NYC for a stint as a textiles editor at Fairchild’s Home Furnishings News (HFN) in New York City before returning to business reporting in the Hudson Valley at the TH-R in Middletown.

She has been with JMC for more than 10 years, wearing one hat as director of media relations supporting most every client, and as account leader, currently for Polymer Group, Inc. (PGI) and the International Association of Outsourcing Professionals (IAOP), and also serves on the JMC team supporting Performance Fibers.

Something Old

Reminiscent of PR in the past, Sandy brings to public relations what so many once did – a deep respect for the working media steeped in a sense of shared mission.

In a recent conversation, it became clear, “I am a writer. I interview clients. I write their stories and I bring the stories to the media.”

To be very clear, Sandy does not see herself primarily as a salesperson selling stories to people in the media. “I see my role as being there to help the media whether it is providing a good news source when they are on deadline, providing a photo or graphic to add to their story, or preparing a bylined article on a timely topic.”

In a sense shared by many former media people now in PR, Sandy has two clients: first, the customer client who hires us and second, the media client with whom we share a professional stem – preparing stories.

“PR agencies need to maintain relationships with the media. We need them and they need us. When I call people in the media, I want to add value for them. I see the writing I do and what I bring from the client as helping the media people do their jobs,” Sandy says.

“I don’t like disappointing the media, as when clients back out of an interview they have committed to do,” this being one of the negative things about her job.

This PR professional has a relationship of trust and respect of the media. “My passion is in getting the story, finding journalists to accept the information and write it. I like having the relationship with the media people we work with. I connect with them as a fellow writer because I am excited about the story. I talk about a client story as a story I would like to write, and sometimes I do because newsrooms are so short staffed these days with cutbacks.”

Something New

Social media is today’s buzz. Coming from her journalistic roots, “I feel bad. The mainstream media is declining. Journalists are losing their jobs and not being treated well,” Sandy says.

“But there are a lot of good writers in the social media world. Young people are still being attracted to journalism for the same reasons we were but the shape of the industry is changing. It may begin with a blog or a newsletter. People are coming up with different ways of making a living because they have to.”

“The good writers in the social media world have become sources of real reliable news. They are part of the total media today and I respect them and the role they play.”

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Chief Positivity Officer

February 11th, 2010 by Gretchen Reed

My colleague at JMC Marketing Communications, John Mallen, recently posted a blog about positivity. After reading it, I suggested that my title be changed from Director of Editorial Services to Chief Positivity Officer. I decided to do a little research – after all, my former title was Director of Research – and I did locate a few fellow CPOs, along with others with similar titles.

According to her Facebook page, CPO Stephanie Nan Bell is a “spiritual coach” who uses “Angel Oracle Cards” to “tap into divine wisdom.” Hmm. Denise Hart, CPO of Words to Live By, produces tee shirts with positive messages. That sounds fun.

One of my favorite alternate titles is Chief Happiness Officer, the Web moniker of Alexander Kjerulf, blogger and author of “Happy Hour is 9 to 5” – love that title! He dispenses advice on work happiness on his site.

As for me, I’m working on drafting a job description for my new position. So far, it includes “responsible for creating, maintaining and sharing a positive attitude.” If I can do that, then I’m pretty certain that work happiness will follow.

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Positivity

February 11th, 2010 by John Mallen

Being a small business is really challenging in this recession, but recent conversations suggest that the current economic challenge can affect any size business. The consumers are not driving growth as they have for decades, credit is not flowing to businesses to help them prepare for the re-emergance of demand, and the financial sector seems to be humming along looking for new, exotic securities instruments versus generating health on Main Street.

Developed by Bloomberg BusinessWeek using data from pollster YouGov, the Optimism Meter is a proprietary measure of sentiment and expectations, economic statistics, and market forecasts.

Developed by Bloomberg BusinessWeek using data from pollster YouGov, the Optimism Meter is a proprietary measure of sentiment and expectations, economic statistics, and market forecasts.

The fact is that generating growth is hard work. To those in business who see growth as survival, the difficulties are worrisome. Indeed, there are concerns about maintaing a year-after-year evenness. According to many I meet, it’s more difficult, it takes longer, profit margins are tighter, and the cash comes much slower. Life is tough!

In this environment, I welcome those who project optimism — assurance, brightness, buoyancy, confidence, elation, encouragement, enthusiasm, exhilaration, expectation, good cheer, happiness, hopefulness, idealism, and bright-side thinking. I like the term positivity, defined as the quality of being positive.

What we need, I submit, is positivity. We need more of those who vocalize the positive — who, in effect, charge the atmosphere with energy that stimulates growth, that encourages confidence in the prospect of growth, that turns on the innovation and ingenuity which lead to technologies and commercial activities that catalyze growth and success, and as my friend Tom Whittaker says frequently, “all good things.”  I feel the same pains others speak of but find myself drawn toward the people, the ideas and the possibilities that lead up, beyond and out of the current struggle.

It’s not about burying one’s head in the sand. After all, in science a positive charge is counterbalanced by a negative one. In today’s economic and social atmosphere there are pleanty of negative charges floating about.  In the larger context of marketing and competitiveness, I wonder if the positive mindset, the positive intention and the positive vision are not themselves some of the most powerful communications we can contribute. Directly or indirectly, if I lead you to aim higher and achieve more, then I or my company or my team — we are aligned with your success.

Far from the skepticism and cynicism of a pragmatic society, it’s been said that thoughts and beliefs actually create the 3-D reality in which we operate, a point raised in “The Lost Symbol” by Dan Brown. Quite possibly this is true. Maybe not. Doesn’t matter. But if your customers, your employees, your distributors, or your channel partners move up and on and you have been in conversation, somehow encouraging, motivating or just revealing possibilities and opportunities, you have become linked to their move forward.

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What Are You About?

February 10th, 2010 by John Mallen

I just revisited a blog by Steve Rubel called “How the Leading Social Sites Describe Themselves” Steve’s piece is well worth the read. He observes that when one reads how major social Web sites describe themselves — Twitter, digg, Friendfeed and others — it would be difficult to tell them apart by simply relying on the descriptions themselves.

It’s an observation that applies too often in multiple segments and in many vehicles ranging from brochures and videos to ads and even exhibits — maybe especially exhibits.

One of the products most in demand from our marketing communications firm is the JMC Messaging Platform(TM). The platform takes shape as a document in which we distill the essential elements of a brand — things such as how it should be positioned in the minds of stakeholders, or what the value proposition is to a customer group.

But the first and most debated element in virtually every JMC Messaging Platform process that I have worked on is the definition of the business — how the organization describes itself. One would think that such a straightforward statement would be the simplest. Not so! It doesn’t seem to matter whether the organization is a closely held business or part of a multinational organization. When we meet with the leaders in our facilitated brand messaging workshop and begin with that fundamental question, most of the time it opens a lively debate.

When there is little debate, the reason is typically that an official milquetoast-like definition has been developed and the language is, as Rubel observed, so bland as to be meaningless.

No reason to delve into the organizational psychologies at work. That could take forever. But there is good reason to suggest that it does pay for the leaders of any organization to wrangle through a process of clarifying how the company or its brands describe or define themselves. If the message is muddled to those of us on the outside, how must it be to the people on the inside? And contrarily, if the people inside are clear about the definition of the organization, how much more likely are they to relate to and resonate with the publics that enable success?

I’m with Steve Rubel. Describe yourself! It’s job No.1 for any customer-facing activity.

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Making Communications Part of the Value You Deliver Through Customer-Linked Communications

February 9th, 2010 by John Mallen

Many of us recognize that communicating to our markets can augment success. “Advertising sells,” right? But how often have we considered that marketing communications - public relations, online Web communications, and advertising - can be part of the value you offer customers?

In a recession economy where competition is sharper than ever, distinguishing your brand and adding strategic value can be great way to help accelerate your own growth.

I discovered this some years ago as business in advanced materials grew to become a significant part of our client portfolio. Whether metals, technical textiles, plastics and composites, we realized a common opportunity : the advanced materials our clients sold as ingredients delivered significant value and even pizzaz to their customers and, further, to the people who ultimately bought the end product.

Thus a nylon fiber that some time ago had received a U.S. Government “mil spec” for use in ballistic armor - though eclipsed by Kevlar - brought terrific value to soft-sided luggage and became the darling of top brands like Tumi, Hartmann, Samsonite and others. The nylon not only brought direct value to luggage manufacturers, because it was not only tough but took in dyes better than anything else, but became part of the value proposition that led consumers to select  products with “Tru Ballistic” nylon fabric.

Seeing that, we developed tags and end-consumer literature that customers could attach to products in the retail environment. We also produced a training campaign for use in retailers’ sales training programs. Salespeople on the floor could answer questions and help guide consumers to value purchases.

We called this and many other approaches “customer-linked communications.” CLC is more than featuring customers in case studies or arranging for third party testimonials. CLC is communications for, about, and on behalf of a customer. It may involve tangential mention of your brand or no mention at all.

CLC makes sense when:

-  You need to move out of a commodity trap and featuring your customer’s products and services not only helps stimulate and support your sales, but also helps move you from commodity to specialty.

-  You want give priority to certain segments or application niches, and your customer’s success is an efficient way to accomplish this goal

- You want to generate a rush to your product or service from a group of customers who intensively monitor one another, so communicating the success of one customer showcases the value your brand contributes – the value proposition you bring to that customer – and also triggers a barracuda-like feeding frenzy among look-alike customers.

Successfully mounting a CLC initiative is a strategic marketing move that requires coordination among the marketing team, the ad-PR-promotions people and sales. Once organized properly, it can become a dynamic component enthusiastically embraced within the company and among the customers involved.

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