don't call us flyover country: cincinnati's leadership in digital brand building
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With its history of brand building and innovation, Cincinnati has long been a global leader in consumer marketing. While few can rival the Queen City’s concentration of CPG marketing expertise, it has also become a hotbed for startups, creating a modern day entrepreneurial boomtown. In this presentation, Dave Knox, co-founder of top national startup accelerator The Brandery and CMO of digital agency Rockfish and its internal startup incubator Rockfish Labs, shows you how Cincinnati’s culture of creative disruption and collaboration is influencing the way we do business in every industry. You’ll see how Cincinnati and other cities can build for the future by: • Learning how agencies, startups and brands collaborate to drive digital innovation • Finding inspiration in Cincinnati’s heritage brands – from pottery to breweries – undergoing a renaissance • Looking at how the startup stratum in Cincinnati parallels what’s happening on the national scene This presentation was originally given on September 11, 2013 at the inaugural D2 Cincinnati Conference (http://d2cincinnati.com/)TRANSCRIPT
Don’t Call Us Flyover Country:Cincinnati’s Leadership in Digital Brand Building
Dave Knox CMO, Rockfish
Cincinnati, the boomtown.
Image: Special Collections Library, University of Michigan
“And this Song of the Vine,This greeting of mine,
The winds and the birds shall deliver
To the Queen of the West,In her garlands dressed,
On the banks of the Beautiful River.”
–Henry Wadsworth Longfellow, “Catawba Wine”
Foundedon firsts
1837: Family-run candleand soap company
1887: Pioneeringprofit-sharing system
1890: Research lab isone of first in US
1924: First marketresearch department
The customer iseverything
Thirty+stores.
One company.
“Be particular.Never sell anything
you would notwant yourself.”
–Barney Kroger, Founder, Kroger
Embracingchange
Thirty+ stores.One company.Thirty+ stores.One company.
Cincinnati, the new frontier.
Image: Library of Congress
“What sets Cincinnati apart is its unusually supportive
ecosystem for new companies.”
–Entrepreneur, July 2013
Image: Brandery.org
www.choremonster.com
www.roadtrippers.com
www.ahalogy.com
“We’re celebrating the moment,we’re celebrating the rebirth,
we’re celebrating the resurgence
of Cincinnati beer and Cincinnatipottery once again.”
–Greg Hardman President/CEO, Christian Moerlein
www.christianmoerlein.com
“We have a story that exists. We just have to celebrate it.”
–Jerry Kathman, CEO, LPK
Image: Frank Pierson
Branding pioneer.90% of homes have products from at least one of the company’s300 brands.
Image: P&G Annual Report 1999
1999Ad Age Interactive Marketer of the Year
Digital pioneer.
Digital Hack Night
2011Ad Age Digital A-List
Image: Tom Cunniff
Driving loyalty through digital.
Holistic omnichannel strategyto meet customer demand.
Image: Flickr Creative Commons / The Goat Whisperer
Cincinnati,the
trailblazer.
One of Tech Cocktail’sTop 15 Startup Accelerators
2011& 2012
ChinaFranceVancouverChicagoSan FranciscoPhiladelphiaCincinnatiColumbus
Attracting entrepreneurs from around the world
“We saw a real opportunity toleverage our regional strengths
as a financial hub.”
–Jim McKelvey, Founding Partner, SixThirty; Co-founder, Square;
General Partner, Cultivation Capital
