Brand Thinking
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Happily Ever After–Managing Brand Integration in a Merger—Happy Market
Forget about March Madness. The first quarter of 2012 was Merger Madness, with 20 U.S. and 19 international law firms completing mergers in the last few months, according to a report issued recently the Hildebrandt Institute, a subsidiary of Thomson Reuters. The US side represents an upswing of 43% in mergers over the same period in 2011. Those mergers took place across the country. Mergers are clearly a trend on the rise in this difficult economic time, as businesses struggle to stay competitive. So, if your firm is one of the many contemplating a merger, what should you do to manage the process smoothly while ensuring your new brand reflects both you and your new partner equitably and memorably? Timing is everything. Usually, by the time a merger hits our desks, there's very little time left to act. Time is precious since the public announcement usually quickly follows the partnership vote. Ironically, enduring goodwill can hinge on the very first act the merged parties undertake: the combined firm's new identity. And it's inevitably the last item on the list for consideration. At the twelfth hour, we often get the call asking for help in negotiating the new name of the merged firm
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Site of the Week: Scale of the Universe 2
Posted on May 15, 2012 at 1:31 pm
I know, I know. We’re moving away from Flash. But there are some pretty cool things you can do with it. Enter Scale of the Universe 2 by HTwins.net. By using the scroll bar to zoom in and out, you can click on objects to learn more about the scale of the universe.
Why do I find this interesting? A lot of our clients are dealing with really detailed thought leadership issues that are often difficult to represent graphically. This would be an interesting way to display information in bite-sized chunks on the web. For instance, it could make a really cool and engaging timeline. Or better yet, an in-depth infographic on a complex topic, for instance, the America Invents Act. The possibilities are endless.
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Integrated Marketing: Persistence is Crucial
Posted on May 15, 2012 at 12:00 pm
In a recent column published in Businessweek, Steve McKee hones in on what he describes as, “public enemy No.1 in today’s marketing environment: fragmentation”. Fragmentation is the gradual decay of a company’s core message and brand as it is spread across different channels of communication. Companies have a wide variety of options when deciding where to broadcast, ranging from social media to the tried-and-true print, radio, television and billboard methods. Fragmentation rears its ugly head when companies fail to center their brand message when communicating across several fundamentally different channels. The challenge is how to form a consistent message that suits both your brand identity and the medium in which you choose to communicate. This means delivering a consistent message in every corner of your business, from human resources to marketing.Mckee goes on to explain how companies fail to deliver a cohesive brand across all channels not for lack of want, but for lack of perseverance. Integrated branding takes time to soak into the marketplace and many companies simply do not have the patience. Companies can insure brand harmony and maintain healthy growth over time by investing in longer-lasting campaigns. McKee cites the Cola Wars as a prime example of inconsistent branding, in which Pepsi has found itself drop to the number three spot behind the consistent branding of Coke and its sister product, Diet Coke. In an attempt to improve their standing, Advertising Age reports that Pepsi has significantly increased its marketing spending and has been scouring the globe to understand what made Pepsi different from Coke.
The bottom line: Pepsi, along with companies harboring smaller marketing budgets must decipher where and how their message is being communicated and honestly evaluate whether or not those messages are connecting in a meaningful way.
For more insight on marketing, branding and everything in between check out other posts on the brand thinking blog.
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Why I’m Betting On Facebook
Posted on May 14, 2012 at 12:36 pm
I’ve been chatting with our friends the past few weeks about the upcoming Facebook offering. Obviously, everybody wants in, but it doesn’t appear many who aren’t pension funds or the 1/10th of one percenters are likely to get a bite at the Apple (Oops, wrong company. Cuddle up with the ‘Book?).We bank with Smith Barney Morgan Stanley, one of the 39 banks handling the IPO. Not all brokers, especially those on the East Coast, really get Tech. So I explained to mine that, while Facebook’s earnings may appear to be slowing, the phenom has achieved a unique place on the Internet. It’s become part of the fabric of “Internet society.” If you find a good product or service you want to share, you’re encouraged to “Like” it. This came home in spades Friday night when I took a little survey that was shared among us at Greenfield/Belser. Immediately on completion, I was encouraged to post this to my Facebook wall. You know what? That makes total sense. I just contributed my precious time to a stupid survey, for heaven’s sakes! Why wouldn’t I share that level of interest or commitment with my friends? So many businesses and organizations feel—or hope—Facebook can amplify their message or goose their SEO that it has become an automatic exercise. Imagine that. Did you like the potted plant you bought online today? Well, share that with your friends!
No, I didn’t post it to my wall. I’m in the middle of a deeply emotional backlash against Facebook and LinkedIn (but not, say, Pinterest). I’m ready to opt out of the whole damned thing just as fervently as I’m going to opt into Monday’s IPO. My wife sometimes tells me I have no desire to be “Liked”.
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Moms Create Marketers
Posted on May 14, 2012 at 9:00 am
When my mother died two years ago, I hardly thought about it at all. I was busy with the arrangements and, frankly, done with the process of dying. It takes its toll. Caretakers are getting more sympathy for their troubles recently but the emphasis is and, should be, on the passing life. Lately, I have been thinking about her a lot. Not that I’ll admit that to my kids, who weren’t firmly attached to her because she was a Post-It Note in their lives. That was my unapologetic mom. Some people just stand apart, either because life conspires against them or because they don’t have the requisite skills for undulating relationships, or both. But she had an outsized impact on me, her son, because the goal of her life—as a highly regarded interior designer, as a gardener, and as a volunteer was to spread beauty, like Janie Appleseed, across everything she touched.Except people. Like I intimated earlier, people were not her strong suit. If you study the body of her work, you’ll find glorious ephemera that changed people’s lives in a different way. Not directly through the relationship but indirectly through art. Rooms that inspired confidence. Gardens that provided comfort. Conversations that excited. It’s true, a few got inside the fence, but not many. I was one. Not always a cheery moment, but a privilege, nonetheless.
A note to all marketers–you have been shaped by someone, a person whose trust you gave totally; often the province of family, but not always. That person has influenced who you are today, who you’ve become. That person’s worth a call. It’s prepaid. You’re already drawing a check for the gift.
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Knower, Learner, Marketing, Sales
Posted on May 14, 2012 at 8:26 am
A yearlong leadership program at the Stagen Institute in Dallas gave me any number of insights and strategies to improve our business performance, including the idea of Knowers v. Learners.
It’s not rocket science. We present and behave predominately as Knowers, having the answers to all things large and small, or as Learners; inquisitive, questioning. One doles out information; the other takes it in. Typically, guys tend to be knowers; gals, learners. Both, in fact, are useful. When buyers are looking for experts like lawyers, accountants or consultants, they are essentially looking for knowers, as our own research has found. When buyers are making a decision, however, they are looking for reassurance, most likely provided by learners. This chart from our research shows the finding stage to be predominately an intellectual exercise seeking expertise. When deciding, buyers make emotional decisions, choosing comfort.
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2012 InnovAction Awards
Posted on May 10, 2012 at 1:01 pm
The College of Law Practice Management is calling all innovative law firms, lawyers and other legal service providers to enter into the 2012 InnovAction Awards. If your firm or organization is currently engaging in innovative and cutting-edge efforts within the legal industry, please take the time to enter! Awards will be handed out at the College of Law Practice Management’s Annual Futures Conference on October 26-27, 2012 at the Georgetown Law Center in Washington, DC.
The College of Law Practice Management is a former client of Greenfield/Belser’s. Since 2004, it has recognized and rewarded groundbreaking work in the practice of law through the InnovAction Awards.
To find out more information about the InnovAction Awards, check out their website. The deadline for submissions is June 15, 2012.
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