BrandingWhat’s the Problem?
Carol Anne Meyer!@meyercarol!Business Development & Marketing!2013 CrossRef Annual Meeting!#crossref13!Flash Presentation!
The DOI space is gettingcrowded
The DOI space is gettingcrowded
Services
Services
Services
•Reference linking
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
•Plagiarism screening
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
•Plagiarism screening
•Update identification
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
•Plagiarism screening
•Update identification
•Funding identification
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
•Plagiarism screening
•Update identification
•Funding identification
Services
•Reference linking
•Cited-by linking
•Metadata feeds to third parties
•Plagiarism screening
•Update identification
•Funding identification
In Scrapbooking, we call this “Sticker Sneeze”
Call and Response
Distinction and clarity of market
positioning
Organizational strategy
alignment
Removal of complexities to
execute
Clarity Simplification
Distinctiveness
Organization Vision
Organization Vision
DIRECTS
Brand Strategy
Org. Strategy
Brand Architecture Brand Positioning
Product/Service Brand Positioning
Organization Vision
DIRECTS
Brand Strategy
Org. Strategy
Brand Architecture Brand Positioning
Product/Service Brand Positioning
Operations & Delivery
Marketing Strategy & Delivery
DIRECTS
Organization Vision
DIRECTS
Brand Strategy
Org. Strategy
Brand Architecture Brand Positioning
Product/Service Brand Positioning
Operations & Delivery
Marketing Strategy & Delivery
DIRECTS
DRIVES
Organization Vision
DIRECTS
Brand Strategy
Org. Strategy
Brand Architecture Brand Positioning
Product/Service Brand Positioning
Operations & Delivery
Marketing Strategy & Delivery
DIRECTS } Aligned Organization
Culture
DRIVES
Customer Needs + Perceptions
Competitive Capabilities + Positioning
Customer Needs + Perceptions
Competitive Capabilities + Positioning
CrossRef Positioning + Perceptions
Customer Needs + Perceptions
Competitive Capabilities + Positioning
CrossRef Positioning + Perceptions
Customer Needs + Perceptions
X
“Brand muck”
Competitive Capabilities + Positioning
CrossRef Positioning + Perceptions
Customer Needs + Perceptions
SWEET SPOT
X
“Brand muck”
Study Overview
• Digital, blind survey • Focus on awareness and perception • 178 responses • Response breakdown:
‣Librarians: 48% ‣Researchers: 29% ‣Publishers: 23% ‣Other: 12%
Geographic Participation
CrossRef Performance: All
Usefulness
Reputation in Scholarly Communications
Reliability
Services Add Credibilty to your work
Easy to Use
Innovativeness
Value for Price
Customer Service
Tech Support
1.00 10.00
7.14
7.26
7.89
8.34
8.39
8.92
9.11
9.26
9.27
Scale: 1-10, 1 = Extremely Poor, 10 = Extremely Well
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
PublishingResearch
Library
1.0 10.0
6.8
6.71
7.73
8.36
8.11
8.35
8.42
9.33
9.07
7.32
7.19
7.48
7.79
7.61
8.61
8.36
8.14
8.56
7.39
7.31
8.32
8.38
8.97
9.06
9.47
9.57
9.73
Scale: 1-10, 1 = Extremely Poor, 10 = Extremely Well
CrossRef Performance: Compared
Reputation in scholarly communications
Usefulness
Services add credibility to my work
Reliability
Innovativeness
Easy to use
Value for price
Technical support
Customer support