The Donaldson Group Shares Brand and Social Media Expertise with the CT UPA

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The Connecticut Usability Professionals Association (UPA) recently hosted Jaye Donaldson, President, and Lenore Mohr, Internet Strategist, from The Donaldson Group to present “Proclaim and Sustain your Brand on the Web” to a dynamic group of usability pros. Drawing from their experience with Fortune 500 companies and over 40 years experience spearheading brand and communications initiatives, Donaldson and Mohr presented to a full house in the greater Hartford, CT area.

The Connecticut Usability Professionals Association (UPA) recently hosted Jaye Donaldson, President, and Lenore Mohr, Internet Strategist, from The Donaldson Group to present “Proclaim and Sustain your Brand on the Web” to a dynamic group of usability pros. Drawing from their experience with Fortune 500 companies and over 40 years experience spearheading brand and communications initiatives, Donaldson and Mohr presented to a full house in the greater Hartford, CT area.

Donaldson spoke about the importance of branding and the vital role it plays in the marketplace. She emphasized that branding is a business strategy that builds trust and confidence. And in today’s tightly connected global economy, an established brand can do a lot of heavy lifting. By building a strong brand and gaining market recognition, a company can eventually grow and maintain a leadership position at a much lower cost.

She explained that business is all about relationships and branding is the glue that holds those relationships together. Donaldson demonstrated that one of the benefits of brand loyalty includes premium pricing for a product or service and used Starbucks as a case study.

To address the significant issue of the importance of brand, they presented a list of the top 10 global brands and how the list shifted depending on the criteria in which they are being evaluated. A company can lead in one sector while trailing in another and they drew parallels to building brand loyalty and how to sustain it by being responsive to customer needs.

Donaldson and Mohr shared their past successes with growing a brand from “the inside out” of a company. This proposition raised many questions from the group. The concept seemed daunting, but Donaldson and Mohr laid out specific examples of how to inspire employees, lower costs and raise employee productivity. By solidifying the brand internally, the messages to the external audience will be stronger, cohesive and more productive.

To demonstrate the importance of customer feedback, they illustrated how to take a brand and extend it to Web strategies. They answered the question “Why social media?” and provided examples of companies who are using it to their advantage. They emphasized that the affects of social media are not immediate and showed the power of its long-term effects. They also demonstrated how e-marketing campaigns can further build the value of a brand, and why e-marketing should be part of an overall brand strategy and how dynamic, optimized websites play an important role in this.

Donaldson said, “We feel it is important for everyone in an organization to understand the importance of brand and how to extend it. It’s particularly useful for CEO’s.” Mohr added, “A CEO doesn’t have to understand the technology, but it’s paramount that they understand the need for capturing and sustaining market share through the use of digital branding and social media campaigns.”

Responses from the group:

“On behalf of CT UPA - thank you for delivering such an insightful and informative presentation. I've received a groundswell of feedback from the meeting attendees about how much they took away from the session. Simply put - we would love to invite you back for another session sometime in 2010.

We sincerely appreciate your efforts. We're all interested in reading your materials - and inspired to rethinking the importance of brand.”

--Michael Rawlins
President, Connecticut Usability Professionals Association

“It was very nice meeting you [at your presentation of “Proclaim and Sustain your Brand on the Web”] this evening. I enjoyed the presentation and our conversation afterwards. I was very impressed with your mastery of interactive strategy.”

--Tom Nunes
User Experience Designer and Engineer

"I just wanted to say again I enjoyed your talk on Thursday, particularly your insights on the 'nuts and bolts' of managing a social media campaign. Very helpful when talking with clients to help determine their ongoing costs. I also appreciated your 4 quadrant slide that mapped out relative levels of involvement with social media that companies might adopt. Good slide for taking a step back and evaluating overall marketing efforts."

--Chris Shafer
VP Product Design
MResult Healthcare

About The Donaldson Group
The Donaldson Group, located in Simsbury, Connecticut, is a nationally recognized leader in image communications. Capabilities include corporate and brand identity, communications, packaging and interactive media. Our commitment to clients is intelligent planning, design and implementation.

For more information, please contact Jaye Donaldson at jaye (at) donaldson-group (dot) com or visit: http://www.donaldson-group.com

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Jaye Donaldson

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