{"id":387,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25003_387\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25003_387","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25003_387\/","title":{"rendered":"Build the Brand, Not the Product"},"content":{"rendered":"<p><span style=\"font-style: italic; font-size: 10pt;\"><img decoding=\"async\" align=\"left\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/charles%20popper%20resized%20color.jpg\" alt=\"\" style=\"margin-bottom: 15px; margin-right: 10px; width: 124px; height: 96px;\" \/><\/span><span style=\"font-style: italic; font-size: 10pt;\">By Charles Popper<\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\"><\/span><span style=\"font-size: 10pt;\">As I travel around the country meeting with association<br \/>\nleaders and their staffs, I hear many of the same questions: &#8220;Should we be<br \/>\nadapting our communications to be iPad-friendly?&#8221; or &#8220;What is your take on<br \/>\nmobile communications?&#8221; or &#8220;What do you think is next?&#8221; These are all good questions, but the real<br \/>\nquestion they should be asking is: &#8220;How do we keep up with it all?&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Have you seen the Best Buy commercial on television that<br \/>\ntouts their program enabling consumers to keep up with the latest technology<br \/>\n&lsquo;round the clock&#39;? Pretty clever. It&rsquo;s<br \/>\ndesigned to allay the all-too-common consumer nightmare of arriving home with the<br \/>\nlatest and greatest TV, Apple product, or gaming device only to learn that<br \/>\nVersion 2.0 will be released at the same price next week.<\/span> <span style=\"font-size: 10pt;\"><\/p>\n<p>Unfortunately, there is no &#8220;technology or communication insurance&#8221; that we can<br \/>\npurchase to ensure we are adapting to change, nor can anyone outline the<br \/>\ncorrect media mix of communication vehicles one, two or three years from<br \/>\nnow.<\/span><br \/>\n<span style=\"font-size: 10pt;\"> Despite this, value can still be<br \/>\ncreated, maintained and modified for your association to respond to change,<br \/>\nwithout constantly having to rebuild value or relevance in the<br \/>\nmarketplace. The focus needs to shift<br \/>\naway from product and instead focus on the brand. In today&rsquo;s issue, <a target=\"_blank\" href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=141577&amp;issueID=25003\">Hank<br \/>\nBerkowitz <\/a>shares some interesting stats about how associations with integrated<br \/>\ncommunications programs are outperforming their peers.<\/span><\/p>\n<p><span style=\"font-weight: bold;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/p>\n<p>\t\t<\/span><\/p>\n<table width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\" style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: rgb(220, 220, 220);\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Your mix of member communication vehicles is<br \/>\nlikely to change, but a strong brand will carry you through the next wave of<br \/>\nmedia evolution.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Even if you are still clarifying the products<br \/>\nyou&rsquo;ll be using to communicate to your members in the near future, now is the<br \/>\ntime to carve out the space you&rsquo;ll be defending as the No.1 voice in your<br \/>\nindustry.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">The more complex member communication becomes,<br \/>\nthe more powerful simplicity will be. A strong brand is essential to this<br \/>\nstrategy. <\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Build the product, not the brand&#8221; is a concept that Jeanne LaBella, senior<br \/>\nvice president of publishing at the American Public Power Association (APPA)<br \/>\nadopted with her organization&rsquo;s media products. Naylor works with Jeanne to publish APPA&rsquo;s print and digital magazine,<br \/>\nprint directory, online suppliers guide, daily and weekly e-newsletters,<br \/>\nwebinars, online advertising and more.<br \/>\nWhile this media mix addresses APPA&rsquo;s market well today, how do they<br \/>\nbest prepare for tomorrow&rsquo;s needs?<\/span>\n <\/p>\n<p><span style=\"font-size: 10pt;\">Leading up to 2011, APPA decided to consolidate its<br \/>\nindividual communication products under the &#8220;Public Power Media&#8221; brand. Instead of taking a confusing and<br \/>\nmulti-layered message to advertisers, the message was simplified, and value was<br \/>\nestablished and built around the APPA brand versus a single communication<br \/>\nproduct or combination of products. Now,<br \/>\nwhen the frequency or media mix is changed, or a new communication product or<br \/>\ndelivery method is to be introduced, it will be done under an established brand<br \/>\nthat yields better trust with the<br \/>\nadvertiser and the readers. Public Power<br \/>\nMedia is becoming known as &#8220;The Official Voice of the American Public Power<br \/>\nAssociation.&#8221; Building upon this<br \/>\nconcept, this brand has extended to the Web, <a href=\"http:\/\/www.publicpowermedia.org\/\">www.publicpowermedia.org<\/a>, becoming<br \/>\nboth a launching point and an aggregation point for all components of their<br \/>\ncommunication program.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">APPA&rsquo;s savvy approach to communication is not unique,<br \/>\nhowever. My colleague Chris Caldwell often<br \/>\nrefers to the brand of ESPN to illustrate this concept. We learned about and were introduced to ESPN<br \/>\non television, and over time that brand has remained present and prominent in<br \/>\nall their broadcasting ventures: ESPN, ESPN2, <span style=\"font-style: italic; font-size: 10pt;\">ESPN The Magazine<\/span>, ESPN.com and more, with the strength of their<br \/>\nbrand remaining strong across all media channels. Contrast this to <span style=\"font-style: italic; font-size: 10pt;\">Sports Illustrated<\/span>, a brand that has had<br \/>\na very challenging time migrating content to online and television.<\/span> <\/p>\n<p><span style=\"font-size: 10pt;\">In this challenging world of communications, the practices<br \/>\nof cutting through the clutter, battling the new and traditional forms of<br \/>\ncompetition and adapting to communication change are ever-present and will<br \/>\ncontinue to evolve at an exponential rate.<br \/>\nConsider a shift of focus to the brand.<br \/>\nEven if you are still in the development stages of your communications<br \/>\nplan or clarifying the products that you will be using to communicate with your<br \/>\nmembers, now is the time to carve out the space that you will need to better<br \/>\nposition your organization to be the No. 1 source of information in your<br \/>\nmarketplace. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">I will be speaking about breaking<br \/>\ndown silos and building association brands later this month at the ASAE <\/span><a href=\"http:\/\/www.mmcconference.org\/\" target=\"_blank\"><span style=\"font-style: italic; font-size: 10pt;\">Marketing,<br \/>\nMembership &amp; Communications Conference<\/span><\/a><span style=\"font-style: italic; font-size: 10pt;\"> in Washington, D.C. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><a href=\"mailto:cpopper@naylor.com?subject=Build the Brand, Not the Product\"><span style=\"font-style: italic; font-size: 10pt;\">Charles Popper<\/span><\/a><span style=\"font-style: italic; font-size: 10pt;\"> is Naylor&rsquo;s vice president of<br \/>\nassociation relations. He has more than 15 years of business-to-business and<br \/>\nconsumer publishing experience. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><\/p>\n<p>\t\t<\/span><\/p>\n<div style=\"text-align: center;\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\"><\/span><\/span><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\"><\/p>\n<table width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\" style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: rgb(220, 220, 220);\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black; text-align: center;\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\">Rate this article 5 (Excellent) to 1<br \/>\n(Poor). Send ratings and comments <\/span><\/span><br \/>\n<span style=\"font-size: 10pt;\"><a href=\"mailto:associationadviser@naylor.com?subject=Build%20the%20Brand\" target=\"_blank\"><span style=\"font-weight: bold; font-size: 10pt;\">here<\/span><\/a><span style=\"font-weight: bold; font-size: 10pt;\">.<\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/span><\/span><\/div>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\"><\/p>\n<p>\t\t\t<\/span><\/span><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\"><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Savvy associations are utilizing integrated communication to break down silos and reinforce their member value proposition. Your mix of member communication vehicles is likely to change, but a strong brand will carry you through the next wave of media evolution.<br \/>\n<em>By Charles Popper<\/em><\/p>\n","protected":false},"author":34,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-387","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Build the Brand, Not the Product - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25003_387\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Build the Brand, Not the Product - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Savvy associations are utilizing integrated communication to break down silos and reinforce their member value proposition. Your mix of member communication vehicles is likely to change, but a strong brand will carry you through the next wave of media evolution. 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