connect: March/April 2015

Protecting the Brand pg. 10

Trending with branding expert Rodger Roeser pg. 14

Posting up pg. 15

INSIDE

CORPORATEJUNGLEHow to truly make

your brand stand out pg. 6

Engaging Marketing Minds Vol. 5, Issue 2, March/April 2015Published By

Richard’s letter

While many people say the recession is over, that doesn’t mean the recovery will be spec-tacular. 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 re-markably 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 cli-ents, 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. Respectfully,

Richard Miller, President & Owner

Climate change

CONTENTSPublisherFineline Printing Group

Managing EditorLisa Young

Art DirectionCandice Cherco

connect is published bimonthly by Fineline Printing Group, copyright 2015. All rights reserved

For more information contact 877.334.7687http://finelineprintinggroup.com

While the economic climate is in a constant state of change,

great marketers understand they must stay remarkably in tune

with their communities.

03 04 06Richard’s LetterClimate change

The Inbox Corporate jungleHow to truly make your

brand stand out

10 14 15Brand police

Why your brand should be your first line of defense

Trending with...Branding expert Rodger Roeser

Posting up The best days and times

to share content

Richard Miller

3Fineline Printing Group – connect • March/April 2015

TheInbox

Metric mattersHow 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:

62543939383534Website traffic

Sales Higher conversion

rates

SEO rankings Time spent on website

Qualitative customer feedback

Subscriber growth

March/April 2015 • connect – Fineline Printing Group4

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

54Book Rec

Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration

By Ed Catmull

Harnessing 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 indi-

viduals 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.

Data dancingMore 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.

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.


CORPORATEJUNGLEHow to truly make

your brand stand outBy Michael J. Pallerino

It’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.


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-per-cent 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 cul-ture. 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 in-sightful look at surviving in today’s corpo-rate 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 and business – can fol-low, the book is a user’s guide to becoming bigger, stronger and faster than your com-petition, whatever and whoever that com-petition 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 mar-ket 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 garner-ing the buy-in from everybody – your organi-zation, your customers and your employees – is a principle he calls “collective passion.”

If you’re looking for the simplest expla-nation of that, the die-hard college football fan will give you his University of Alabama

“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


example. Deep in the heart of Tuscaloosa, Ala., Jubenville says that coach Nick Sa-ban is building one of the greatest exam-ples 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, of-tentimes, 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 chal-lenge 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 still speak in terms of marketing to a ‘target’ that is completely separate from the people they interact with every day. That’s an occu-pier’s mentality.”

As a result, the brand efforts feel like a con game, and eventually, people revolt. It is about being one with your pack in order to build the trust, empathy and intuition needed to quickly act and react in ways that add value and build loyalty.

“Follow us, join us, share with us (and eventually buy from us) are the new calls to action in the connected age,” Longstreth says. “You really have to know your purpose – why do you play the game? Seems like a simple question, but it’s amazing how many brands don’t have an answer. Posi-tioning is a helpful framework to remind you what messages your brand needs to repeat, but it doesn’t do much to inspire advocacy. That’s the job of purpose.”

Linda Popky, strategic marketing ex-pert and author of the upcoming book,

“Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters,” says that with all the mediums available today, brands can and should stand out. You don’t do that by adding to the chaos and noise in the market-place by attempting to chase every pos-sible new avenue, but by focusing on the key fundamentals.”

“Marketers need to get above the noise in their organizations, as well as in the marketplace,” says Popky, who also is president of Leverage2Market Associates. “They need to work hand-in-hand with the rest of their company, including sales, product development and, more important, IT. The days of being driven by creative concepts are over. We need to be part of the overall business strategy, not the execu-tion and deployment team.”

At the end of the day, the mark of a brand comes down to Jubenville’s two sim-ple questions: What is the promise I am offering, and how do I deliver it? “Can you make your customers money [and/or] can you save them money? If you can’t do ei-ther, they’re moving on. You have to know your true value. If you don’t, you have to figure it out.”


Why your brand should be your first line of defenseBy Charlie Lunan

Dan 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.”


Brand police

Graphic artists and trademark attor-neys 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 lo-gistics of starting their business – the brand is often an afterthought,” Antonelli says.

Knowing the risksFailure 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 le-gal,” says Andrea Anderson, an intellec-tual 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,” An-derson 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 or register relevant trademarks with the Chinese government. Without reg-istration, 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 com-pany lowered its bid to acquire a company, after due diligence revealed it would cost mil-lions 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

A comprehensive brand protection strategy can and should be driven by market-ers in close coordination with trademark attorneys. In the first phase, market-ers work hand-in-hand with legal counsel to select marks that cannot only be regis-tered, but also defended. In the second phase, they work together to monitor for trademark infringe-ments and other threats, and decide how to respond. After consulting with several sources, we compiled the following checklist.

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 con-duct at U.S. Patent and Trademark and com-mon 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.

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 better to know before you choose

“A lot of companies think because

they don’t tweet, no one tweets

about them. It’s kind of a head-in-the-sand approach.”

– Greg Mancusi-Ungaro, CMO, BrandProtect

RESEARCH

TIPS FOR PROTECTING YOUR BRAND

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a mark, since you may have to budget for the cost of buying them out.

Register early – Once you pick a mark you want to protect, register it with the U.S. Pat-ent & 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.

Consider registering trademarks overseas – This is particularly important for compa-nies 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 origi-nated. Moreover, PRC trademark law does not recog-nize common law usage, which means a trademark troll could trademark your brand before you even enter the market.

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trademark in China, and they’d rather spend that going to a trade show.”

Death by a thousand cutsOf course, trademark registration merely is the foundation of a long-term brand pro-tection strategy. To be effective, a vigilant online monitoring program – regardless of how much on-line selling and marketing a company does, must accompany regis-tered 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 sub-scription-based services that monitor the internet for mentions of a client’s trade-marks. Using its own proprietary algo-rithms and human analysts, the services identify potential threats, such as rogue websites selling counterfeit products, phishing scams, cyber squatters, unau-thorized social media sites and even re-sume fraud. Depending on the client, it may have the authority and the tools to im-mediately shut down trademark infringers.

“The majority of mentions are legiti-mate,” 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 cus-tomers, extremely relevant, extremely scary and potentially impactful.”

The more common injury, however, comes from allowing dozens of less-dramatic threats to go unanswered. Over time, unau-thorized use of trademarks in a URL, social media handle or eBay store can dilute a brand every bit as much as using clip art in a logo.

“It’s really more the death by a thou-sand cuts,” Mancusi-Ungaro says.

In the summer of 2013, a major region-al bank that was hearing complaints on so-cial media about what some of its mortgage loan officers were doing approached Brand-Protect. After three or four weeks, BrandPro-tect reported back to the bank what it had learned from monitoring 1,000 of its loan officers. As it turned out, the bank only had 477 mortgage loan officers. Most of the 500-plus others identified by BrandProtect merely

had failed to update their online information. A handful was intentionally trading on the credibility of the bank.

“In a worst-case scenario, people see a legitimate advertisement and look for a local representative, and end up with il-legitimate brokers,” Mancusi-Ungaro says. “That is using the brand to steal.”

Thankfully, most local businesses don’t have to worry about these threats. Criminals tend to gravitate toward the most iconic brands that will earn them the most money. That does not excuse small business mar-keters from being vigilant, whether that’s setting up Google alerts for its trademarks or selecting an artist to design its logo.

Antonelli warns that many websites now offer to connect small businesses with offshore graphic designers who regu-larly engage in trademark infringement. “Often, the small business owner has no idea their new ‘original’ logo is simply a ripoff of someone’s trademark – until he gets a cease and desist letter, or worse, a suit claiming damages. They then not only need to defend themselves in a suit, but also deal with the expense of rebranding everything that uses this stolen artwork.”

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.

Set up alerts – Set up email alerts on your favorite search engine that will notify you every time your trademark ap-pears 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 re-sponding to dealer complaints.

Use the ® and ™ symbols – Use these with all registered trademarks, including logos, in all corporate communications, including press releases, logos, signage, advertising and la-

MONITOR & ENFORCE

78910

beling. This will prevent unscrupulous competitors from inadvertently infringing your trademarks, and prove you were actively using and pro-tecting them if you feel compelled to take your claims to court.

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.

Conduct regular audits – This is a good practice for groom-ing a company for an acquisition or takeover. Look at every mark you’re using, and consider whether you want to regis-ter 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.

Educate and enlist consumers – If you sell highly counterfeit-ed goods such as handbags, watches, consumer electronics, apparel or footwear, consider setting up a page where con-sumers can learn how to detect and report counterfeit goods.

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Interview with Rodger RoeserQ&A:

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 cer-tain the experience is truly felt throughout the whole organization. This should not only be con-sistent 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.

Awards 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 respec-tive 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.

Trending with ...Branding expert Rodger Roeser

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 ser-vice, 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 pro-cess, permeated throughout the whole of the brand entity. It’s an ongoing process that involves practice, drills, questions and objectivity. There needs to be a commitment to create, foster and manage that brand for the good of the whole. Leadership is critical, because if the folks in the corner offices pay “lip service” to the brand or brand experience, no one will follow 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 cus-tomer 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 say-ing a business is client-centric is a poor brand pillar to stand on. Understand why your custom-ers 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.

Branding is a top, down process, permeated throughout the whole of the brand entity. It’s an ongoing process that involves practice, drills, questions and objectivity.


Before YouGoPosting up The best days and times to share content

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):

InstagramMost popular:

Thursday between 1 p.m. and 2 p.m.

Most effective: Monday between 8 a.m. and 9 a.m.Facebook

Most popular: Thursday between

12 p.m. and 1 p.m.Most effective:

Sunday between 12 a.m. and 1 p.m.

EmailMost popular:

Thursday between 11 a.m. and 12 p.m.

Most effective: Thursday between 2 p.m. and 5 p.m.

TwitterMost popular:

Thursday between 12 p.m. and 1 p.m.

Most effective: Sunday between

10 p.m. and 11 p.m.

BlogsMost popular:

Tuesday and Wednesday between 11 a.m.

and 12 p.m.Most effective:

Saturday between 12 a.m. and 1 p.m.


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