Category Archives: digital identity

Your Logo Is Just the Clothes Your Brand Wears

By | digital identity, digital marketing | No Comments

Some people are really good at expressing themselves through what they wear. Just by the way they dress, you can guess what music they might listen to, what type of job they might have, what their income level might be, etc. Even still, you can’t know for sure who the person is simply based on the clothes themselves, since the clothes are only surface-level representations of what the person may like or believe. The clothes are not the person.

Think about this the next time someone equates their logo with their brand. There is a lot of confusion and misunderstanding about the difference between logo and brand, but maybe my analogy will help:

  • Brand = Personality
  • Logo = Clothes

A company’s brand goes far beyond its logo, or even its overall visual identity. The brand is the culmination of everything the company does, makes, stands for, and believes. The brand differentiates a company in the market and can be used to shape everything from product development, to corporate structure, to deciding where a product is sold, and yes—to visual identity and logo. When a company makes any decision, they should be asking, “is this on brand?”

The logo is simply the symbol that is used to convey, in the simplest of formats, what the brand is. You may be able to make certain assumptions about a brand by the logo, but the logo itself is little more than the clothes the brand wears.

Eric Hanser is DOs Senior Strategist

DO Launches The New MarkRamseyMedia.com

By | design, digital identity, interviews | One Comment

We recently launched the newly designed website of Mark Ramsey Media. The all-new site is a merger of the original markramseymedia.com and the popular hear2.com blog. The new markramseymedia.com showcases the one of a kind content that is created by Mark Ramsey along with the background on the company as well as lists of services and easy ways to connect with Mark via all the key social media channels. The site contains all the latest features in social media integration including

o Facebook Like features
o Blog share features
o Disqus commenting with Twitter & Facebook integration
o Vimeo video player
o Easy to use audio player that pulls the mp3’s from Hipcast

In addition the new markramseymedia.com provides a complete archive of blog posts, audio tracks, and videos from the original hear2.com blog. The new site is a valuable resource when looking to learn more about the media industry from one of its key insiders and thought leaders.

Digital Operative took on the task of creating an all new look and feel that supported the latest in social media web integration, all the while being built on the most recent WordPress 3 platform. From initial concepts through launch Digital Operative handled each and every step along the way. We are excited to showcase the new site, which you can see here at www.markramseymedia.com. We also asked Mark a few questions about his new site and the work that was done…

DO: Why did you decide to not only redesign markramseymedia.com but also combine with the popular hear2.com blog?

Mark: The original site design was a homemade affair (thank you iWeb). The thing about those homemade affairs is that it doesn’t take long to graduate out of them.

The blog has always been the driving force of the effort since it’s the most dynamic part of the digital portfolio and drives whatever attention the portfolio gets. So merging the two under one banner allowed me to (gradually) retire one brand name and place the emphasis on the brand that was monetizing the strategy.

The hear2.0 blog itself is very old for a blog – about 6 or 7 years. And it was professionally designed at a time when “blog designers” were all the rage and blogs didn’t necessarily cohabitate with the rest of a site’s digital portfolio.

This change allowed me to switch from Typepad to WordPress and place the whole site, blog and all, in that up to date environment.

DO: When taking such an important step as to redevelop your website presence why did you decide to go with Digital Operative?

Mark: Two reasons.

First, I had heard great things about your team from uninvolved third parties and really wanted somebody locally-based to work on my stuff. I wanted a wide range of experience and no roots in the world of media per se. That is, I wanted to bring best practices from everywhere to my media-oriented site and produce something unique in all the firms which focus B2B in media – and that’s exactly what you’ve done – and you’ve done a great job with it.

Second, I had a vision where the Blessed Virgin muttered your name.

DO: How does the digital presence (website, social media, email) for Mark Ramsey affect the impact of the physical work being done?

Mark: My content is all about pushing the digital boundaries of media in general and radio in particular. It makes sense that the context for this conversation would be state of the art. So that context allows me not only to get the word out to every corner of the media galaxy, but also to emphasize my credentials – to prove my value – in resolving those problems and propelling media companies ahead profitably.

Overall, these facets allow me to do more stuff, do it better, make it look better, without a huge incremental effort.

DO: What was the overall experience like for you as you went through the process from concept to launch?

Mark: The experience was pretty much trouble-free. I like that DO kept pressing forward on the timeline – even when I was the bottleneck. There’s a clear emphasis on getting results and getting them on schedule. I like that.

Plus I like the team involvement. Everyone seemed to have a stake in my project, which I appreciate.

DO: Are there any thoughts that you have about working with Digital Operative on this project as well as just the MRM.com website in general? …Please provide only good thoughts! ;-)

Mark: You guys should send a digital “congrats on your new baby” card when you birth these new sites.

I’m happy to work with DO on this and other projects, and I look forward to working with them again. The reviews from my clients are in and they’re all “thumb’s up.” Thanks D.O.!

www.markramseymedia.com

About Mark Ramsey Media:
Mark Ramsey Media is one of the best-known research and strategy providers to media companies in America. MRM President Mark Ramsey has worked with several television and innumerable radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM, and Greater Media in the US to Corus and Astral Media in Canada. Clients from outside broadcasting have included EA Sports and Apple.


Online Identity Evolutions

By | digital identity, geekery, innovation, location-based | No Comments

One of the most inspiring things about the digital landscape is the access and sharing of information. I had a chance to read some of Chris Messina’s thoughts on the new Mozilla Online Identity concept. I’ve been interested in what Chris has been working on since my very own “portable profiles” idea back in 2006, which I pitched to a new startup client at the time. It was too much of a long term strategy they thought, so I went ahead and did my own due diligence with a patent search. What I discovered was that, yes it was too early, but there were many people in a small community trying to solve the problem of 50 usernames and passwords alongside masses of personal assets strewn across the web like breadcrumbs reminding you where you had once been.

One of the things Chris said that caught my attention was:

“In practice, much of what I’ve described is already possible using recent protocols and formats. It’s really just a matter of providing a unified experience through the browser and pushing for wider adoption of these technologies across the most popular social web services.”

In reading Chris’s thoughts and what Mozilla was up to, I thought about my own identity across the web and some of the opportunities that would be presented to us in the near future. I even shot a quick email to my team to encourage some of their own thoughts. Here’s a run down:

  • “Following” extends beyond just statuses and drills down into asset types like photos, videos and profile types.
  • Sharing your location enables newspapers to have value again! Viewing NYTimes based on my zipcode and profile offers me neighborhood specific content like deals, events, movies, personals and friend’s plans as a viewable layer.
  • Technologies like iPad provides interactive experiences for managing profile-types when you travel – My San Diego profile is different than my NJ profile because of the places I go, purchases I make, connections I have in each area; recommendations become better targeted.
  • Following your favorite bands gets better – You can choose to follow only their videos and new tracks posted to iTunes. You may hate their statuses, photos, etc.
  • Browsers may hold the key to how your identity is managed across the digital landscape – whether on your laptop, phone, iPad, tv; activities, interactions, sharing, communicating will be seamless.
  • Education can be done from anywhere and courses are tuned for you on an individual basis and information is crowdsourced and created by the students and professors in harmony. Think free-flowing, living books. Like developers use versioning, the same could be possible in textbooks.
  • Check-ins become a commodity and consolidate under a couple service providers, giving the SMB market a truly targeted way to connect with their customers.
  • Finding that perfect pickup game with the right level players is a non-issue.
  • Preferences in video games, car stereo receivers and kiosks would all be decentralized and portable; no matter what device, where you are, your login/id personalizes it for you.
  • Forget clipping coupons, remembering vouchers or gift certificates; your profile contains that information and accessible anytime.
  • Discovery becomes more about tuning the degree at which you want a new experience vs. something highly targeted to you. Think of it as a viewing the world through filtered layers that you control the intensity.
  • Rewards cards and keychain tags? Throw them out. Customer loyalty programs will get integrated, your device knows your location and displays the right barcode to be scanned.
  • Friends will follow you everywhere. You’ll have layers of friends that you control what they have access to from your online identity. Don’t want your mom seeing your Vegas weekend videos?

Have anything I might have missed or just interested in the Digital You? Feel free to leave your comments below.

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