The term 'brand' has been bandied aboutYou’ve been hearing a lot about “brand” these days.
As you read in the 2024 corporate goals, you’ll see that everyone at JMP is an ambassador. Under the fifth goal (Develop, support, and disseminate a strong brand identity at JMP) you’ll find this question: “How can you in your role extend the reach of JMP and expand its presence in the market?”
Great question! We look forward to hearing your answers. Feel free to share your ideas in the comments section below. And reference the JMP Statistical Discovery LLC Brand Kit for up-to-date assets.
In the meantime, some of us are actively working to promote and protect the JMP brand every single day. We have big plans for the JMP brand this year. They include...
- A survey to understand how well JMP is known by scientists and engineers as well as purchasing people and decision makers in our key industries and target geos. We’re just starting conversations, and we’ll keep you posted as we progress.
- A newly updated Brand Creative Guide that covers visual components of the JMP brand.
- An even more complete Brand Creative Guide in coming months. It will include more details about visual brand standards as well as information about the voice of the JMP brand. By voice, we mean word choices for written and video communications.
- New assets – videos, web pages, online ads, etc. -- designed to promote the JMP brand so that users can feel good about being a part of our company, and so that not-yet-users feel drawn to us. Stay tuned for more.
- An initiative for all JMP employees to visit and use assets from our JMP Statistical Discovery LLC Brand Kit. You’ll find updated logos, founts of font information, slide templates, and more. We’ll keep creating comprehensive brand guides and all of the tools you need, and we’ll put them here for you.
Customer CareEventsFeature StoryMarketingProduct ManagementSalesSales SuccessRe: The term 'brand' has been bandied aboutOne way to get the name out in the world of scientists and engineers might be old fashioned but I believe still valid: Have a booth and talk at worldwide scientific/industry conferences which are important for the users in our core industries. Though the goal would less be to get a lot of leads, they need to see us that we are a (big) player in their field of interest. So this would be more a strategic business development activity rather a sales oriented activity.
Why? If I as a upstream process engineer in the biopharma sector go to a conference about upstreaming and see a lot of R/Python/Minitab/and others but no JMP I would bot think about JMP in first place (especially if I do not know it already. Seeing that booth throughout the course of multiple years might let me think this seems to be something important.
This would be of course budget we might not have yet as other priorities are more urgent, however if we invest in this it must be clear that this needs to be an investment for 3-5y to be able to judge. 1-3y at a conference you need to be recognized by others that this seems to be someone I should take a look at and not just a one day fly.
Similarly and probably more affordable, working with industry specific organizations (alliances) on virtual events and other partnership could help to spread the word and strengthen the JMP brand.
Re: The term 'brand' has been bandied about@martindemel has a great point! Just being there is a great way to increase and sustain brand awareness. At recent DIA conference where we exhibited, SAS chose not to exhibit and because of our association with SAS, many people came to our booth saying "where's SAS?" It sent a strong message to the attendees that was not positive for the SAS brand, I think.
I think it also takes time to understand the conference audience and what message would resonate with that audience, and being there helps you know that. Being actively involved with the sponsoring organization and submitting talks and posters also helps with that.
I've benefitted personally from being at conferences over my career and being exposed to new vendors and technologies that helped me find a solution to a problem or a new way of doing my work...like the time in the military (in the early 90s) when I needed 8GB of digital storage for aircraft flight test video collection...a vendor at a conference listened to my needs and helped me find a solution (that they offered), and it turned out I wasn't the only person looking for that technology solution.
