I had an interesting conversation with a client yesterday about developing a digital strategy for his 90 year-old, well established and quite successful family business. At the end of our discussion he responded, “I’m not a Facebook guy, I’m an old school businessman.” I responded by telling him there’s a distinction between old school businessmen and new school marketers. His response was, “yeah, but without the old school, you can’t have the new school.”

Although I understood what he meant, the truth is the two are not mutually exclusive. Successful businesses today–and even old school businessmen–need to embrace new technology. While most businesses today are well beyond embracing, pushing everyday to get ahead of the digital curve, I’m continually surprised at how many businesses are still confused and uncertain about how, and even if, to start to venture into digital. If you’re one of those, this blog is written for you.

If you’re reading this story on a smartphone or tablet, you’re not the only one. Nearly half of the adult American population owns a smartphone. That’s according to “Smartphone Ownership Update: September 2012” released by Pew Internet & American Life Project. Of that group, 46% are men and 45% are women. Young adults are most likely to own a smartphone. 66% of those in the 18 to 29 age group own an iPhone, Android, or other smartphone; 59% in the 30 to 49 age group; 34% in the 50 to 64 age group; and 11% of those over 65 years old. Additionally, 80% of all Americans use the internet.

These are your customers and/or potential customers and they now depend on digital technology to text, email, Facebook, Tweet, Pin, watch videos and TV, listen to radio and music, communicate, connect, take and share photos, search, buy, compare products and prices, blog, post, comment–and they’re doing it 24/7. Technology has simply changed the way we live our lives and it continues to evolve each and every day without any sign of ever slowing down.

The digital era is here to stay and unprecedented amounts of content and chatter are flooding the pipelines at the speed of light. Marketers are devising and testing new methods to engage with customers digitally everyday, (or should be) some better than others. What and where are your billboards? How easy are they to find, and what are people saying about them on the digital highway?

Businesses that aren’t marketing or creating branded content to connect via digital media risk becoming virtually irrelevant or invisible, and will eventually get edged out by businesses that are. Bottom line, you’re either part of the connected planet or you’re sitting idle on the curb missing sales opportunities and revenue.

Being an old school businessman is indeed admirable. Even making a claim that you’re “not a Facebook guy” while a billion others are seems like an appropriately bold statement for any maverick businessman to boast, but only as long as your new school customers who are looking for you on the digital highway (right now) are able to find you.

Written by Bruce Burke, Partner, Beyond Branding

www.beyondbranding.com  bruce@beyondbranding.com

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Bruce Burke and Jeff Gray’s New Agency Cultivates Contagious Content to Help Clients Connect Across Multiple Media Channels.

Partners merge agencies under one roof to expand range of services.

(Westport, CT) Jan 25, 2013 – Accomplished marketers Bruce Burke and Jeff Gray announced the launch of their newly formed agency, Beyond Branding. The firm will specialize in creating unique content combined with breakthrough marketing initiatives for its clients to more effectively connect within traditional and ever-evolving digital media platforms.

“Contagious content for the connected planet underscores what our new agency is all about,” says Bruce Burke, Beyond Branding’s co-founder and partner. “Digital technology and 24/7 wireless connectivity have redefined the way we live, creating tremendous new opportunities for marketers to connect and attract consumers, provided they’re able to fill the pipeline with valuable content that’s worth sharing.” Beyond Branding will drive successful results for its clients by designing engaging and measurable campaigns that connect audiences across digital and traditional media platforms by leveraging the partners’ recognized expertise in branding, marketing, production and technology.

Burke and Gray strategically merged their agencies, Oneworld Contagious Branding, and graygraham, to complement their respective experience within the sports, entertainment, consumer products, healthcare and financial services industries. “It simply made sense for our respective agencies as well as our clients,” said Jeff Gray. “Combining our assets and placing greater emphasis on digital platforms will provide our clients with a more comprehensive range of support and services, as well as greater efficiency and feedback via customized digital platforms.”

Burke has guided and influenced a range of brands throughout his career, from the most prestigious and iconic brands in sports–including 12 years leading the brand marketing initiatives with the National Football League–to directing the branding and advertising initiatives of the US Open Grand Slam Tennis Championship, NHL, MLS, and WWE, as well as consumer packaged good brands and start-ups.

Gray has helped shape the marketing efforts and data analysis of a powerhouse roster of financial services and healthcare companies throughout his productive career, which began with American Express and Hertz Corporation. His innovative work has been behind the award-winning launch of Oxford Health Plans, the development of the first consumer diabetes database for BD Consumer Healthcare, and the introduction of the ABA Debit MasterCard in conjunction with numerous community banks.

Beyond Branding’s technical expertise will be led by another industry innovator, Adam Pemberton. Adam’s core strengths in technology and digital conceptual development have led to building and managing top-tier interactive teams throughout his 20 years in senior media, publishing and agency roles. Adam has led teams in developing new content and e-media technologies, and directed over 50 interactive projects for brands such as E.J. Gallo, Boston University, Yale Cancer Center, Crane Co., Nautica, and the American Association of Advertising Agencies. He specializes in innovating and executing digital content strategies, activating user engagement, and information architecture.

For more information, please contact Bruce Burke at 203-274-8972, or bruce@beyondbranding.com

About Beyond Branding:

While a lot of agencies think adapting to the digital landscape means filling a room in the back office with a bunch of programmers, Beyond Branding believes the magic in creating effective results in the digital era requires a complimentary integration of creativity and technology.

Beyond Branding guides companies seeking assistance in the ideation and execution of contagious branded content and integrated marketing initiatives that seamlessly adapt within traditional and ever-evolving digital media platforms. The agency prides itself in uncovering fresh ideas and solutions that integrate the most compelling content, the right media and the most effective technology platforms to build brand awareness and drive bottom line results for its clients.

Beyond Branding’s founding partners, Bruce Burke and Jeff Gray, have extensive expertise guiding and influencing a range of brands in various stages of growth – from the most prestigious and iconic brands in sports and financial services to consumer packaged good start-ups.

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Managing Partner, Technology

Adam Pemberton’s strengths in technology and digital conceptual development help create campaigns that use the latest web services, leverage emerging user trends, and are built with state-of-the-art programming technology. Adam has built and managed top-tier interactive teams in the course of 20 years in senior media, publishing and agency roles. As former President and CEO of Online, Inc, a b2b media company, he led a team of 40 employees to develop new content and e-media technologies, until selling the company to Information Today in 2001. Since 2002 Adam has directed over 50 interactive projects for brands such as E.J. Gallo, Boston University, Yale Cancer Center, GU Energy, Crane Co., Nautica, Marc Ecko, and the American Association of Advertising Agencies. He specializes in innovating and executing digital content strategies, activating user engagement, and information architecture. Adam holds patents in computer storage technologies, and has launched and sold multiple media and technology companies.

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Senior Interactive Producer

Eric Scholz has more than 15 years experience in digital design and production. He has led design and development teams for clients such as Consumer Reports, Crillon Importers, Osprey Communications/Grey Health agency, and Serendipity Magazine. He is a multi-disciplined digital designer and producer with extensive experience in interactive web design / production, multimedia, programming, e-commerce, hosting, IT, SEO, digital marketing, user / content databases, online hosting, web-based marketing, training, and social media.

Eric earned a BS in Physics from State University College of New York, at Buffalo with post graduate courses in Music from Berkelee College of Music in Boston, MA, and New School of Music New York, NY.

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Interstate Lakeland Lumber (IL), rolled out its new “BUILD” campaign this week in print with the “Build Smarter” ad promoting Eco Red Shield fire resistant lumber.

This ad will be the first of many themed executions to follow in 2013 and was designed to showcase IL’s 90 year heritage and commitment to providing outstanding service, quality materials and competitive pricing, servicing the needs of Westchester & Fairfield counties’ finest builders, architects and discerning homeowners.

The campaign will include print, radio, outdoor, and digital media.

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The digital pipeline has been laid and operational for 2 decades now; everyday traffic increases and pathways improved for even greater connectivity and communication. Yet despite the tremendous growth and use of this impressive digital highway, the single greatest challenge still facing agencies, brands, and digital media platform developers alike is how to most effectively leverage this impressive grid to advertise and market goods and services to the 2.4 billion, and growing user base.

In every conceivable place an Internet connection reaches on this planet, people are online. Dinner tables, boardrooms, offices, classrooms, airlines, sidewalks, highways, even bedrooms and bathrooms are no longer off limits for logging in, connecting, sharing and communicating, often with multiple devices at the same time.

Apple’s recent introduction of the new smaller and more portable ipad tablet and latest iPhone 5 may have been a strategic move to further bolster Apple’s market share, but equally as impressive is its proof of consumers continued and seemingly insatiable demand for technology and mobility. Samsung, HTC, Motorola, Nokia and Apple lead in fueling the rise of smart phone sales, which Morgan Stanley Research anticipates to exceed those of PCs in 2012 with 657 million smartphone purchases.

In the wake of this impressive momentum, market growth and consumer demand, Facebook aggressively works to retrofit and enhance its more PC friendly technology for improved function on smartphones, while continuing its efforts to validate its work-in-progress advertising model to monetize its 1 billion users; a key to putting an end to its free falling stock price since the May 2012 public offering. The jury is still out and the dichotomy of marketers’ opinions continues to widen as to whether the social media giant will ever prove advertising viability on their own network. Despite the 365/24/7 connectivity, advertisers and e-marketers continue to struggle with how to make the advertising model work and gauge true ROI?

It’s truly impressive how swiftly and significantly digital technology has influenced and evolved advertisers and marketers approaches in developing and implementing strategies for marketing their respective goods and services within the ever-evolving digital landscape. The days of companies and agencies creating static one-way brand messages have been forever challenged, replaced by the innovation of multi-dimensional two-way platforms that demand authenticity and transparency from marketers and allow consumers to form and express their own opinions about the brand’s product, service and message.

This paradigm shift has forced marketers to think and act more like publishers and broadcasters, requiring a need to instantly draft branding messages in a variety of formats with current and relevant content, constantly keeping abreast of what consumers are saying about them in real-time. Adding complexity, consumers choose what, how and when they will view and respond to these messages making this truly a unique time like no other in our history.

The years to come will surely continue to challenge agencies, brands, and digital media platform developers alike to develop new strategies and technology that are viable for connecting brands and consumers. The winning concepts will integrate seamlessly across the variety of new digital platforms and create powerful results. The evolution has certainly begun and promises to be a continued process requiring technical proficiency, creativity and innovation, as well as a healthy dose of patience.

Written by Bruce Burke, Partner, Chief Creative Officer at Beyond Branding

www.beyondbranding.com  bruce@beyondbranding.com

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Transparency has been a buzzword promoted for the past decade by companies, governments, and consumer awareness groups to maintain certain standards of openness and honesty to employees, stakeholders, shareholders and the general public.

Transparency is also an area that executives and decision makers have feared the most but a hurdle that must be overcome for a company to be successful using social media. My father used to remind me that it’s a small world that gets smaller and smaller everyday, so better to simply tell the truth. Digital media and social network connectivity have made the world even smaller.

In today’s digital world, transparency is an inherent reality, as people will be talking about issues associated with your brand online. Companies need to embrace this and get involved in guiding that conversation. In a report from eMarketer, 77% of buyers said they are more likely to buy from a company if the CEO uses social media, and 82% trust the company more.  This is impressive, and telling of how consumers want to engage with brands and top-level executives.

For those looking to refine their social media messaging, here are 5 ways to become more transparent.

1. Don’t Fake It – Talk About What You Know

Transparency is about being who you are. Talk about the things you know and can do well. You can actually enhance your personal/company brand by sticking to what you know.

2. Have an Opinion, But Stay Open to Other Views

We all know that part of transparency is being responsible about the information you share. But when you offer your opinion, think through the implications. What happens if others don’t agree with your opinion and be prepared when they don’t. Remain open to hearing differing views and criticism. That kind of openness earns respect.

3. Be Truthful

It may sound obvious, but keep in mind that part of transparency means putting all the pertinent details out there. If you neglect to include something – that others might have thought was important – this will impact your online credibility as much as lying outright.

4. Be Timely and Responsive

Because social media is so immediate, you need to start or participate in conversations as they happen. If you are going to be a part of social media, then remember that timeliness can often mean the difference between success and failure.

5. Think Community

None of us can or should operate as an island in social media. Transparency means creating community, giving credit, and being caring. While some industries are natural fits for using social media to build community, there are other industries that are not traditionally known for building community turning to social media as a way to educate customers and generate ideas for new products and services.

While it might appear on the surface that transparency is nothing more than telling the truth, sometimes telling the truth is hard. In general, we don’t like to let people down or admit mistakes, and transparency is about putting our unguarded self out there. But embracing transparency will help you to be more open, honest, and accountable and connect better with your customers, especially when communicating with an increasingly connected planet.

By Bruce Burke, Partner, Chief Creative Officer, Beyond Branding

www.beyondbranding.com bruce@beyondbranding.com

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The most overwhelming aspect about developing a new image for a pro sports team is recognizing the tremendous influence the logos, colors and uniforms have on fans, and the players who wear them. Symbolic of the passion and loyalty the fans and players have for their teams, these logos represent the team’s greatest asset – their identity.

Of equal significance is the host of application, design, manufacturing and legal hurdles that require a deft level of understanding and expertise in order to navigate to a successful branding solution, especially in the digital era.

I had the responsibility of leading the development of 16 NFL club identities, as well as 8 new team logos and uniforms for Vince McMahon’s short-lived XFL. These assignments required guiding multi-functional teams through considerable research, design interpretation, legal clearances, and focus group study. Each assignment had to pass subjective and objective criteria of the team owners, attorneys, players, networks, licensees, and fans, before the final trademarks were selected.

Professional sports logos are arguably the most extensively dispersed graphics on the world-wide-web today. These marks are viewed and shared by millions everyday on every conceivable app and digital device available from mobile phones, tablets and PCs with a need to be clearly legible when viewed as small as a Twitter icon or when projected across a huge stadium Jumbotron.

When executed properly these logos generate tremendous annual revenue for the team owners, evoking strong brand ties across every conceivable media platform.

By Bruce Burke, Partner, Chief Creative Officer, Beyond Branding

www.beyondbranding.com  bruce@beyondbranding.com

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Creative Director

Seth Johnson is Creative Director at Beyond Branding. Growing up “in the business,” Seth knew at an early age that he was destined for a career in advertising. Like his Father, Seth uses his innate design ability to create award-winning client work.

During his 20-year career, Seth has created campaigns for BD/Becton Dickinson, Bristol-Myers Squibb, British Airways, CIGNA, Eli Lilly, Fidelity Investments, IBM, Johnson & Johnson, JP Morgan Chase, MasterCard, MassMutual, NASDAQ, Sony and The Hartford. He has also helped numerous local and regional businesses, including CastleKeep Investments, Onward Healthcare and Tellagent to gain wider recognition and sales growth. For his work, Seth has earned the Midas, Telly, Zanders, Max and other industry excellence awards.

Seth started his career as a Graphic Designer for WNEV-TV, Channel 7, in Boston creating on-air and promotional materials. He then moved to BJ Graphics, a local design firm inKeene, NH before returning to his native Connecticut. There, Seth moved up the creative ranks at Saugatuck Direct, a Carlson Marketing company, and then Clarion, a DMB&B entity, before joining graygraham as Creative Director. Seth’s work has spanned virtually every traditional and digital channel, reflecting his diverse capabilities, experience and talent in transforming client visions into measurable results.

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Partner, Chief Marketing Officer

Jeff Gray is Partner, Chief Marketing Officer at Beyond Branding. Whether viewed as a creative strategist or a strategic creative, Jeff has a unique ability to identify hidden opportunities that build brands…and bottom lines.

In a career that spans more than 30 years, Jeff has worked with a roster of clients that range from household names to start-ups to regional powerhouses. His innovative work has been behind the launch of Oxford Health Plans, award-winning advertising for American Express, the development of the largest consumer diabetes database for BD Consumer Healthcare, and the introduction of the ABA Debit MasterCard in conjunction with numerous community banks.

Jeff began his career at American Express where he held marketing, advertising and sales positions in both the Card and Travel Divisions. After an extensive management development program that introduced Jeff to multiple business areas in the U.S., U.K. and Canada, he went on to manage American Express Travel offices in Buffalo and Boston. He then moved to Card, where he managed key accounts in Boston and held marketing and advertising positions in New York. Later, he joined Hertz Corporation, with responsibility for sales and marketing programs in conjunction with industry partners.

On the agency side, Jeff has been a partner with Millennium, where he oversaw strategy and account services for blue chip clients that included AT&T, American Express, Citibank and Cunard. After the Moorgate Group acquired Millennium, and again after his team moved to the Harvard Group/WPP, Jeff held the position of Managing Director with responsibility for strategy and account management. After moving from New York to Connecticut, Jeff joined Saugatuck Direct/Carlson Marketing where he handled business development. Jeff then founded graygraham, an agency he led for 21 years serving clients such as JP Morgan Chase, Eli Lilly, Roche, AT&T, Dale Carnagie, IBM, J&J, and MasterCard.

Jeff holds an MBA from the Cornell University S.C. Johnson School of Management and a BS in Management and Economics from the State University of New York at Buffalo.

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