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2013 CrossRef Annual Meeting Flash Update Branding Carol Anne Meyer

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2013 CrossRef Annual Meeting Flash Update Branding presentation by Carol Anne Meyer.

2013 CrossRef Annual Meeting Flash Update Branding presentation by Carol Anne Meyer.

Published in: Business, Education
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Transcript

  • 1. Branding What’s the Problem? Carol Anne Meyer! @meyercarol! Business Development & Marketing! 2013 CrossRef Annual Meeting! #crossref13! Flash Presentation!
  • 2. The DOI space is getting crowded
  • 3. The DOI space is getting crowded
  • 4. Services
  • 5. Services
  • 6. Services • Reference linking
  • 7. Services • • Reference linking Cited-by linking
  • 8. Services • • • Reference linking Cited-by linking Metadata feeds to third parties
  • 9. Services • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening
  • 10. Services • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification
  • 11. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  • 12. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  • 13. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  • 14. In Scrapbooking, we call this “Sticker Sneeze”
  • 15. Call and Response
  • 16. Distinction and clarity of market positioning Organizational strategy alignment Removal of complexities to execute
  • 17. Clarity Simplification Distinctiveness
  • 18. Organization Vision
  • 19. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy
  • 20. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy DIRECTS Marketing Strategy & Delivery Operations & Delivery
  • 21. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy DRIVES DIRECTS Marketing Strategy & Delivery Operations & Delivery
  • 22. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy DRIVES DIRECTS Marketing Strategy & Delivery Operations & Delivery } Aligned Organization Culture
  • 23. Customer Needs + Perceptions
  • 24. Competitive Capabilities + Positioning Customer Needs + Perceptions
  • 25. Competitive Capabilities + Positioning Customer Needs + Perceptions CrossRef Positioning + Perceptions
  • 26. Competitive Capabilities + Positioning Customer Needs + Perceptions X “Brand muck” CrossRef Positioning + Perceptions
  • 27. Competitive Capabilities + Positioning Customer Needs + Perceptions X “Brand muck” SWEET SPOT CrossRef Positioning + Perceptions
  • 28. Study Overview • • • • Digital, blind survey Focus on awareness and perception 178 responses Response breakdown: ‣Librarians: 48% ‣Researchers: ‣Publishers: ‣Other: 12% 29% 23%
  • 29. Geographic Participation
  • 30. CrossRef Performance: All Usefulness 9.27 Reputation in Scholarly Communications 9.26 Reliability 9.11 8.92 Services Add Credibilty to your work Easy to Use 8.39 Innovativeness 8.34 7.89 Value for Price Customer Service 7.26 Tech Support 7.14 1.00 Scale: 1-10, 1 = Extremely Poor, 10 = Extremely Well 10.
  • 31. CrossRef Performance: Compared Publishing Research Library 9.73 Reputation in scholarly communications Publishing Research Library 8.56 9.07 9.57 Usefulness Publishing Research Library 8.14 9.33 9.47 Services add credibility to my work Publishing Research Library 8.36 8.42 9.06 8.61 8.35 Reliability Publishing Research Library Innovativeness Publishing Research Library Easy to use Publishing Research Library Value for price 8.97 7.61 8.11 8.38 7.79 8.36 8.32 7.48 7.73 Technical support Publishing Research Library 1.0 7.31 7.19 6.71 Customer support Publishing Research Library 7.39 7.32 6.8 Scale: 1-10, 1 = Extremely Poor, 10 = Extremely Well 10.0

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