2013 CrossRef Annual Meeting Flash Update Branding Carol Anne Meyer

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

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