Pennebaker | Fifthring

Sure, there are people who know the right ways to build a strong brand, test it, communicate it, and build the kind of brand value that might be the best investment you ever make.

But methodology is for sissies, right?  Mavericks in branding, as in everything else, can always do things their own way — and reap the rewards!

If you’re not one for the tried-and-tested, here are nine guiding principles — focused exclusively on the negative — that will help make 2011 full of . . . um . . . excitement?

1.  Don’t talk to your customers.  After all, what do they know?  You have dreams, and letting your customers wants and needs get in the way of those would be sheer nonsense.  Forge ahead!

2.  Don’t get senior management in alignment. Teams are for weaklings. It’s much better to hire bright, capable people and then keep them guessing what the plan is.  Or better yet, working against each other on their own independent ideas.  Feel the excitement building?

3.  Don’t communicate to your employees. Why would an employee want or need to know what your brand stands for?  These are simply the people who interact with the customers and represent the company on a day-to-day basis.  Don’t confuse them with ideology!

4.  Don’t develop the business case. Working out the most profitable areas for your business amounts to a lot of monkey-motion.  Just pick what you stand for out of thin air and then spend a fortune promoting it to all the wrong people.  That’s the ticket!

5.  Don’t develop a launch plan. Better to leak your new logo and concepts sporadically and confuse your customers and employees.  Plus, this gives you the opportunity to second-guess the decisions and leaves everyone free to go off in their own directions.  Chaos rules!

6.  Don’t speak with one voice. Again, unity is for eggheads.  Having lots of different messages in the marketplace gives you got lots of ways to play your hand.  Integrity not working for you?  Try Innovation.  Because we’re not worrying about authenticity, you can indeed be everything to all people.

7.  Don’t develop graphic standards. After all, who wants to be recognized?  Who wants to seem consistent?  It’s so much more clever to keep the people guessing, and it keeps you on your toes.

8.  Don’t measure and re-evaluate. Why would you start listening now?  Really, the best idea is just to keep throwing money around — and sticking to your own opinion.  After all, what could go wrong with a good brand?  Look at Sears!  Oh . . . right.

9.  Don’t develop a brand that’s authentic to you. HUGE waste of time. If another company is doing well with their brand, just copy it — that’ll work.  Nobody can tell the difference, right?

If this approach doesn’t appeal to you, we might have one that does.  Call Pennebaker to hear what the pros do.  We’ll keep you out of the danger zone.
713-963-8607; susan@pennebaker.com or www.pennebaker.com

Shale gas is an unconventional source of natural gas gathered from shale. Breaking news, I know. But, what happens when the unconventional becomes the conventional? That is the necessary question to be asked by the energy industry about the future role of shale gas. Increasingly important, estimates point to shale gas accounting for nearly half the natural gas production in North America within the next three decades. As the industry trends toward this cleaner fossil fuel, individual companies will need to understand the difference between shale gas and traditional oil plays and how to access this resource.

Simply put, exploration and production is more difficult in a shale gas play. Rock formations with low permeability require a new technique to open the valve to these natural gas reserves. And there are reserves. Abundant, in fact. So how do you tap into shale that cannot be accessed by a traditional well bore? The answer: frac it. Hydraulic fracturing, or “fracing,” is a technique that blasts a special water-based cocktail into rock formations to crack and to release trapped natural gas.

So why isn’t everyone fracing outside of the eighteen current states with shale plays? Unfortunately, there are multiple reasons. For one, the results are finicky. Not all wells will produce the same, nor will they necessarily yield the volume they were estimated to hold. There is little correlation between the initial production readings and what is ultimately recovered. Steady performance can abruptly disappear early into the production cycle.

Additionally, there are environmental issues. That water-based cocktail necessary for hydraulic fracturing mentioned earlier? Its list of ingredients includes chemicals, more chemicals, sand, and water. Furthermore, this water must be transported to and from the resource plays by trucks and stored in silos or man made lakes. Naturally, the reuse and storage of treated water brings concern of its impact on drinking water. Not to mention those trucks wearing down the roads between the storage and drill site.

Finally, there are government regulations. Currently, there is no indication that hydraulic fracturing would be outlawed, but a disclosure of the mystery chemicals in the fracturing fluid could lead to trouble with the Environmental Protection Agency (EPA), depending on the information. Companies must be proactive in their public relations. Opening up could disarm and prevent alarmist sound bites from driving up costs.

Regardless, oil and gas companies face obstacles entering the field. The economic, environmental, and political issues call for changes to technology and organizational structure. But by having the vital information, you can be positioned to transform your company when the evolution of this unconventional gas becomes the conventional. Don’t frac it up.

In April 2010, we were, once again, standing in front of a blank canvas. The United Way of Greater Houston was about to launch their annual campaign, and it was time to refresh the organization’s look.

To be fair, the canvas was not completely blank.

We have worked with United Way for years, and we know not dwell on the negative. Yes, the statistics about Houston’s social needs are grim, but the results of United Way’s work are equally strong. It has been our task to relate the success stories to our community – to inspire, to show what can be done, and to hope that we can touch even more of those in need.

So, the brainstorming began.

We poured over case studies… Teenager about to graduate thanks to a caring mentor… Mother who is able to work because her son attends affordable, quality childcare… Senior who stays connected, thanks to a community center. Story after story, we saw how seemingly simple acts of help can turn a person’s life around.

In the end, it was our writer, Diana Hickerson, who saw the common thread … ‘How about “Possibilities?”’ Possibilities indeed! We know that everybody wants a good life, families dream of stability, children wish for happy childhoods – but often they need a bridge to turn their dreams into possibilities. And, for the last 88 years, United Way has been that bridge for millions in Houston.

How would you illustrate “possibilities”? We chose to capture people’s hopes and passion in chalk board drawings. Next step: photography.

While the photographer, Felix Sanchez, was building a chalkboard wall in his studio, the United Way team of Anne Neeson, Krista Heide, Ed Davis and others were busy making arrangements with their clients. On June 14, we were ready to start. What followed were two intense, but very rewarding weeks.

We got to meet children in summer programs; seniors rejoicing in their independence; families benefiting from child care services or parenting classes; people in recovery… all excited to participate and eager to share their stories.

We learned that nothing will stand between a child and a chalkboard. Pressing themselves against the board, the kids would swiftly create images of their dreams and passions. We saw rainbows and musical notes, swimming pools and star-filled skies, mathematical formulas and hand-holding families. A woman drew a house – her very own, a dream come true. A senior “held” an apple – grateful for the meal assistance that allows her to continue living independently. Fifteen photo sessions later; we had enough material to move on.

In the next weeks, we would revisit these stories, as they became the fiber of this year’s campaign: present in brochures, posters, ads, website and video.

We were excited to work with Locke Bryan Productions on an inspiring campaign video. Carrying forward the “Possibilities“ theme, Locke Bryan brought the chalkboard drawings to life through animated segments supporting the stories of several beneficiaries. You can view the result at http://www.youtube.com/watch?v=Bk6JqM0Bm_w

The campaign materials can be seen in the download section of the United Way website.

Campaign credits:

Client: United Way of Greater Houston
Writer: Diana Hickerson
Photography: Felix Sanchez
Creative team: Susan Pennebaker (strategy); Halina Dodd (creative direction); Jeffrey McKay (artistic direction); Thomas Moczygemba (design); Ana Cristina Fry (design)

We were really interested in understanding the different ways business are using social media in their communications and public relations efforts, so we conducted an audit of several recent issues of PRSA’s monthly newspaper, Public Relations Tactics, to get a better understanding of the social media phenomenon and how to apply it into our work.

Following are the highlights/best practices:

> Manage your online presence carefully! Watch how your company is being positioned and written about in blogs and on social media sites. If there is a problem, deal with it quickly. Use your social networks to resolve common issues and deliver common messages.

> Organize an online newsroom for media that is easy to navigate and includes such items as press releases available via an RSS feed, media contact info, company history, management roster along with respective bios, Q&A, photography, company stats, graphs and charts, company timeline, links to financial filings, videos and logos. Offer such resources as links to blogs, searchable archives and an event calendar.

> Regularly monitor blogs and social media sites in order to gather the latest news on your company or clients.

> Build social media into your crisis plan. Embrace blogs, Twitter and other mechanisms to get the word out quickly, and expect others to do the same.

> If you blog or tweet, whether on your own time or company time, be careful. The two lines are almost impossible to draw. Don’t say anything that you wouldn’t want your employer or a client to read – because more than likely, they will.

> Recognize the increasing relevance of bloggers in the news cycle – be prepared to treat bloggers like reporters and offer them comparable access. Read their blogs and post intelligent, non- confrontational questions.

> Conduct research on proposed initiatives and use direct pitching and social media to spread the word about workable solutions.

> Incorporate social media into PR efforts, including company profiles/bios, blogs, Facebook, Twitter and others.

> Pitch Web sites as often as you pitch mainstream outlets, because readership of online news sites is skyrocketing while print sources are dwindling.

> Use social bookmarks to share knowledge and create awareness by saving and organizing articles, videos, blog posts or any Web link of interest just as you would bookmark them in a Web browser, only you do this publicly using a tool like Diigo or Digg.

> Create a “World Wide Rave” by creating triggers that get millions of people to tell your story and spread your ideas.

Social media marketing is not widely accepted in the legal world, at least, not when compared to other professional services. Last month, we conducted a short survey of Texas lawyers in firms and in-house counsel, and the results were not surprising. More than 60% stated that their firms didn’t utilize social media in marketing to clients, and more than 40% reported that their firm policy prohibited office use of most social media sites, including Facebook and Twitter. Firms may have good reason to block these sites, because many legal professionals have experienced negative consequences from participating in social media sites. The New York Times reports that some legal professionals have been reprimanded by the Bar, and some have lost their jobs as a direct result.

Not to say that all social media should be written off. A good way to utilize these sites does exist. That is according to an ABA online article about how lawyers can benefit from social media if they find the right way, professionally, to do it. For example, there are approximately 142 blogs by Texas Lawyers on legal-related topics. Even the State Bar of Texas has a blog.

Of course, lawyers and law firms are subject to more scrutiny than most, and thus should proceed with caution on the social media front. While law firms aren’t totally jumping on the bandwagon of social media just yet, and with good reason, it’s an area that’s likely here to stay.

Top eleven New Year’s Resolutions,
from your friendly Pennebaker Fifth Ring support group

11. Clean out the clutter. Come on now; be honest. That 2005 Dilbert desk calendar you’re hanging onto is never going to come in handy again. In 2010 let your motto be, if it’s not improving your business life, ditch it. If that includes worn-out marketing efforts, so be it. We can help you prioritize, focus and get moving, and guess what—that actually comes in very handy.

10. Get in shape. Forget pushups and crunches. You look fantastic already. But that database of yours is a heart attack waiting to happen. Slim it down, tighten it up, turn it into a lean machine of seriously usable information, now, before it’s too late. You’ll feel so good you’ll probably want to call us to help you do something else smart and effective.

9. Help others. You know those people you count on every day to sell your products or take care of your customers or keep your business running smoothly? They can be even better at it, and they’d like to be. Ongoing training and professional development in 2010 is rewarding, literally, for everyone. Give it a whirl. Watch what happens.

8. Spend more time with family and friends. This year, force yourself to break away from work occasionally and reacquaint yourself with more of the people you know and love. They’re all right there on Facebook and Twitter and LinkedIn and Digg and YouTube and you name it. And if you’re not there, too, you’re missing out on some interesting ways to connect, and profit.

7. Stick to a budget. You know you want to. You know you need to. You know you could make better plans and better decisions, not to mention creating valuable benchmarks for the future, if you would just stick to a budget. Well, as the proverbial 1988 ad slogan goes, just do it. (And, yes, that was coined 22 years ago). Or call us. We’re pretty good at just doing it and pretty happy to share what we know.

6. Learn something new. Every day. It’s not that hard. Have you used a computer lately? It’s ridiculously easy to stay on top of your industry, your competition, your shrinking retirement fund, or even discover your next new market niche. This year, in a word: webinars. It’s a weird word, sure, but a powerful one. Resolve to “attend” at least three this year. Better yet, let’s create one. Again, not that hard.

5. Get organized. There it is: the infamous two-word phrase that makes grown men jab their fingers in their ears and chant la, la, la, la until you want to smack them. Seriously, what we’re suggesting is ramping up your organization in new and meaningful ways. Leave your desk a mess, if you want, but take the time now to establish a crisp communications plan, both internal and external, that sets your business apart from the pack. La, la, la that.

4. Improve yourself. As a person, you couldn’t be any better. As a business professional, there’s always room for improvement. In 2010, make a commitment to join a professional organization, and then, go one step further—participate. Attend their events, get involved, volunteer your time even. It’s never a bad thing to make connections and move in new and relevant business circles.

3. Save money. Here’s the resolution that never gets old. But there are always new ways to go about it. This year, consider the amazing, and amazingly affordable, new media options out there. Start a blog. Open an online storefront. Begin an online forum. Build a new website. Use web banners. We’re here to help you, virtually, or in person. Go e!

2. Lose weight. We’re not here to judge you personally. Your BMI and physical form and possible extra poundage are none of our business. Your company’s future, on the other hand, could be. And wasteful spending is one thing we can definitely help you avoid in 2010. The first step is admitting you have no idea where all your money is going. Take a good hard look at expenses. Chances are, smarter spending won’t hurt a bit.

1. And finally, delegate more. It’s the easiest of all New Year’s resolutions to keep. Just call Pennebaker Fifth Ring and say the word. And the word is “Help.” 713.963.8607

On Thursday, October 15th, I’m going to do something good for myself and good for our business.

You see… I’ve been dragging a little. Not enough to require a prescription stimulant, but too much for a Red Bull to cure. I need to do something that can provide much deeper and longer lasting energy, and the place I will start is at The UP Experience.

The UP Experience is a one-day event where 16 of the world’s top thinkers each give twenty-minute talks on 16 different topics.

I went last year, and, truth be told, I wasn’t expecting much. I’d been to conferences, and I had heard a few talks before. Sometimes, I learned a lot, and sometimes, I slept a lot, but I never felt moved or that I’d gained anything of real value.

However, after leaving the Stafford Performing Arts Center, where The UP Experience was held, I walked through the parking lot feeling smarter, better prepared, and a little transformed.

I felt like Neo from the Matrix after he received one of those six-second brainstem infusions of knowledge. I left feeling infinitely more energetic and instantly smarter.

This year’s UP Experience promises to be even better and features 16 extraordinary thinkers and speakers like:

David Plouffe, Campaign Manager for President Barack Obama, will discuss how to utilize grassroots organizing strategies for business development.

Dr Robert Ballard, better known as the Archaeological Oceanographer who discovered the Titanic, will be discussing the urgency of underwater exploration.

Neil deGrasse Tyson, Ph.D., Director at the Hayden Planetarium, will share the amazing potential of exploring the universe.

To see the full line up of amazing speakers, to get more details, or to reserve your seat for this incredible gathering, visit www.theUPexperience.com.

Don’t dilly-dally though. Last year, the hall filled up pretty quickly. Register now.

Getting it UP and running.

I wondered how could I have not heard about this great event that was right in my own city? Since I was so blown away by last year’s event, I volunteered my service to help founders, Ernie and Sheryl Rapp, spread the word about this powerful event.

We worked with Ernie and Sheryl to develop communication strategies that fit the unique challenge involved with conveying The UP Experience story. We employed traditional and social media to get the word out to every audience. We also created a new visual identity, advertising, presentation graphics and updated the website.

The challenge is that The UP Experience is not an easy thing to explain. The most common question I got was “Why should I invest one day and a thousand dollars to hear people talk?” or “What makes this such a good investment of time and money?”

Good questions. Since I was put in charge of developing tools and words to help answer those questions, here are three
reasons why:

1. Good investment for business

In tough times, competition for business and market share is fierce.

There’s more competition for less business, and those businesses are looking for every assurance that the people they are working with or hiring are up to speed on the latest technologies trends and ideas.

To stay competitive, you’ve got to stay sharp, and there no better way to do that than to spend time—quality time—with the vigorous minds, thought leaders and innovators who will be at The UP Experience. These are the “understanders” of the world and they will help you understand what’s next and where we’re going. They represent politics, genetics, biology, anthropology, business and social media. An investment in The UP Experience is an opportunity to increase your ROI—your Return
on Intelligence.

2. Good for Houston

People have said, “Houston is not an intellectual city”. Nothing could be further from the truth.

Houston has always been an entrepreneurial place. It’s a town built by go-getters, big thinkers and bold practical innovators. It’s the home of NASA, The Texas Medical Centers and Rice University. But if you ask where the great intellectual centers of the country are, Houston is never mentioned.

The UP Experience is an event that puts Houston at the center of the innovation.

Hosting an event like the UP Experience is a strong signal that Houston is a vibrant city, inhabited by vigorous minds

3. Good for you

The most innovative ideas are rarely born as fully formed thoughts. It’s never one big “light bulb” moment. Rather, the best ideas come about from a convergence of little scraps of seemingly unrelated and often accidental information or events. A conversation with a customer + an article in the newspaper + a talk on social networking = AHA!

Out-smarting the competition means looking for these “scraps” in places your competitors are not. The UP Experience is
such a place.

To increase productivity, R.O.I, innovation, development, growth, market share, etc, you need a nimble mind, poised to find new ways to solve difficult problems.

The UP Experience is the perfect place to start. I plan on being there. I hope you are too.

Generally speaking, we’re fiercely protective of our ideas, but sometimes they’re just too good to keep to ourselves.

A few years ago, our founder and chief strategist, Ward Pennebaker, created a promotional mailer using a trash can and a sheet of paper with the phrase “If it ends up here, we didn’t do it”.

It was clever, inexpensive, and highly effective.

So much so that a few clients asked if they could use it someday. We agreed mainly because we thought no one would ever actually do it. We were wrong about that.

Steve Hartkopf, former client, current friend and Managing Partner at Aligned Marketing, took the idea, ran with it and talks about the aftermath.

One of my most vivid girlhood memories is walking with my grandfather through row after row of Southern Pines on his property.  The trees seemed endlessly tall, and the scent of pine was magnificent– fresh and woody. My grandfather would point out the seedlings, the immature trees, and those ready for harvesting. “This timberland,” he would say, “will be here for you, and then your children, and then theirs, if you take care of it.” In the timber business, that means renewing and replanting after every harvest or cutting. It means being a responsible forester.

So, at an early age, I became an advocate of social and environmental responsibility– what we often refer to today as “green” or “sustainable.” And, when big brands and big companies began to talk about “going green,” I cheered them on– even companies making products like “Raid” or “Clorox” or producing heart-clogging hamburgers. Because of the very nature of their products, these companies, more than most, recognized the need to project an image of good stewardship.

As a communicator, I find it surprising how few companies recognize the importance of touting their sustainability efforts. It’s an important driver for brand equity and revenue growth to make your good deeds known to your shareholders, employees and stakeholders. It’s also a differentiator and a way to position your company as an innovator and leader.  According to Chad Upham in “The Doctor is In: Sustainability Reporting for Corporate Health,” there are at least nine healthy benefits of sustainability reporting, including identifying and measuring quantifiable returns.

One of the best examples of effective Sustainable Development Communications Initiatives I’ve seen is from the king of big burgers, McDonald’s Corporation. McDonald’s, long the brunt of many jokes and innuendos about unhealthy eating, has taken a leading role in practicing and communicating its global green initiatives. This multimedia report is an outstanding example of authentic dialogue– and great design.

I’m especially partial to it because it doesn’t use paper, and thus preserves the forests that are so near and dear to my heart.

Great insight from Jeremiah Owyang (Web Strategist and Forester Analyst) about getting clear on your brand persona before tweeting.

I’m still interested to see how B-to-B companies can use a variety of personas (from corporate to personal) to differentiate themselves.

What’s your experience?