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.

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2013 CrossRef Annual Meeting Flash Update Branding Carol Anne Meyer

  1. 1. Branding What’s the Problem? Carol Anne Meyer! @meyercarol! Business Development & Marketing! 2013 CrossRef Annual Meeting! #crossref13! Flash Presentation!
  2. 2. The DOI space is getting crowded
  3. 3. The DOI space is getting crowded
  4. 4. Services
  5. 5. Services
  6. 6. Services • Reference linking
  7. 7. Services • • Reference linking Cited-by linking
  8. 8. Services • • • Reference linking Cited-by linking Metadata feeds to third parties
  9. 9. Services • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening
  10. 10. Services • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification
  11. 11. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  12. 12. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  13. 13. Services • • • • • • Reference linking Cited-by linking Metadata feeds to third parties Plagiarism screening Update identification Funding identification
  14. 14. In Scrapbooking, we call this “Sticker Sneeze”
  15. 15. Call and Response
  16. 16. Distinction and clarity of market positioning Organizational strategy alignment Removal of complexities to execute
  17. 17. Clarity Simplification Distinctiveness
  18. 18. Organization Vision
  19. 19. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy
  20. 20. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy DIRECTS Marketing Strategy & Delivery Operations & Delivery
  21. 21. Organization Vision DIRECTS Brand Architecture Brand Positioning Product/Service Brand Positioning Brand Strategy Org. Strategy DRIVES DIRECTS Marketing Strategy & Delivery Operations & Delivery
  22. 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. 23. Customer Needs + Perceptions
  24. 24. Competitive Capabilities + Positioning Customer Needs + Perceptions
  25. 25. Competitive Capabilities + Positioning Customer Needs + Perceptions CrossRef Positioning + Perceptions
  26. 26. Competitive Capabilities + Positioning Customer Needs + Perceptions X “Brand muck” CrossRef Positioning + Perceptions
  27. 27. Competitive Capabilities + Positioning Customer Needs + Perceptions X “Brand muck” SWEET SPOT CrossRef Positioning + Perceptions
  28. 28. Study Overview • • • • Digital, blind survey Focus on awareness and perception 178 responses Response breakdown: ‣Librarians: 48% ‣Researchers: ‣Publishers: ‣Other: 12% 29% 23%
  29. 29. Geographic Participation
  30. 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. 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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