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

1. Branding
What’s the Problem?
Carol Anne Meyer!
@meyercarol!
Business Development & Marketing!
2013 CrossRef Annual Meeting!
#crossref13!
Flash Presentation!

10. The DOI space is getting
crowded

11. The DOI space is getting
crowded

12. Services

13. Services

14. Services
•
Reference linking

15. Services
•
•
Reference linking
Cited-by linking

16. Services
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties

17. Services
•
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties
Plagiarism screening

18. Services
•
•
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties
Plagiarism screening
Update identification

19. Services
•
•
•
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties
Plagiarism screening
Update identification
Funding identification

20. Services
•
•
•
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties
Plagiarism screening
Update identification
Funding identification

21. Services
•
•
•
•
•
•
Reference linking
Cited-by linking
Metadata feeds to third
parties
Plagiarism screening
Update identification
Funding identification

22. In Scrapbooking, we call
this “Sticker Sneeze”

24. Call and Response

26. Distinction and
clarity of market
positioning
Organizational
strategy
alignment
Removal of
complexities to
execute

27. Clarity
Simplification
Distinctiveness

28. Organization
Vision

29. Organization
Vision
DIRECTS
Brand Architecture
Brand Positioning
Product/Service Brand Positioning
Brand
Strategy
Org.
Strategy

30. Organization
Vision
DIRECTS
Brand Architecture
Brand Positioning
Product/Service Brand Positioning
Brand
Strategy
Org.
Strategy
DIRECTS
Marketing Strategy &
Delivery
Operations &
Delivery

31. Organization
Vision
DIRECTS
Brand Architecture
Brand Positioning
Product/Service Brand Positioning
Brand
Strategy
Org.
Strategy
DRIVES
DIRECTS
Marketing Strategy &
Delivery
Operations &
Delivery

32. 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

34. Customer
Needs +
Perceptions

35. Competitive
Capabilities +
Positioning
Customer
Needs +
Perceptions

36. Competitive
Capabilities +
Positioning
Customer
Needs +
Perceptions
CrossRef
Positioning +
Perceptions

37. Competitive
Capabilities +
Positioning
Customer
Needs +
Perceptions
X
“Brand muck”
CrossRef
Positioning +
Perceptions

38. Competitive
Capabilities +
Positioning
Customer
Needs +
Perceptions
X
“Brand muck”
SWEET
SPOT
CrossRef
Positioning +
Perceptions

39. Study Overview
•
•
•
•
Digital, blind survey
Focus on awareness and perception
178 responses
Response breakdown:
‣Librarians:
48%
‣Researchers:
‣Publishers:
‣Other:
12%
29%
23%

40. Geographic Participation

41. 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.

42. 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