unification – Digital Brand Marketing Education & Interactives

Long Island Goes Local: The Kioli Business Summit 11.3.11

Alison Gilbert's press pass © DBMEi.com

As one of the original contributing authors and business supporters of Digital Brand Marketing Education, I received proof of my proudest accomplishment the other day in the mail, my PRESS PASS. I tried it out, wearing it around my apartment and even wanted to wear it to sleep on my pajamas. But reason overtook excitement. I decided to wait until this past Thursday, November 3, 2011 for its first official outing, the Kioli BUSINESS SUMMIT at the Inn at New Hyde Park on Long Island.

Kioli Exhibitor ID tag © Kioli.org

I am no newcomer to events such as this having attended tradeshows, workshops and seminars as far back as the days when the Coliseum (New York not Rome) was home to NYC tradeshows and the Jacob Javits Convention Center was merely a cruise ship sized dream for becoming the primary host to the world of vendors and buyers for many, many industries.

After four hours at the Kioli Business Summit, including my eating a delicious lunch, listening to seminars on ‘Growing Sales’, ‘Banking, Borrowing & Investing’ and ‘Social Media & Search Marketing’ as well as attending an on-going networking tradeshow, my tired feet insisted that it was time to call it a day.

The previously scheduled Happy Hour was canceled due to a wedding that took precedence over continuing our celebration of LI Business. The news of this came as a mixed blessing, relief to my tired feet but disappointment to my boundless networking energy.

What is Kioli? To quote the November 20th, 2008 edition of The Long Island Press, it “is a catchphrase. An acronym to be more exact. It is a philosophy and a movement. It stands for Keep It On Long Island, but it means many things. (Kioli has actually become a verb as well as an acronym. To kioli means, ‘to keep it on Long Island’.

Kioli defined © kioli.org

“It means keeping our money here where it cannot be manipulated by treacherous Wall Street investments. It pleads with consumers to spend money in local businesses that are owned by local residents. Businesses founded by investments made by Long Islanders that result in profits staying here and circulating through our economy. It is a movement that dreams of providing our children with affordable housing alternatives and productive skilled employment. It is a notion whose time has come and Kioli.org is where it resides.”

LI Press Logo © LI Press on facebook

The Long Island Press, a free weekly Long Island based newspaper distributed through out the Island and dedicated to “informing, entertaining and educating the opinion leaders of Long Island”, is the founding member of KioLi.org. “In the fall of 2008 a handful of companies, both for profit and nonprofit, came together to form a movement called ‘Keep It On Long Island’ (Kioli) for the purpose of stimulating business in the local economy. In 2009, the movement found a home online at http://www.kioli.org. Today these companies are known as Kioli Founding Members . . . .”

They are Alure Home Improvements, Farmingdale State College, Schwartz & Company, Sperry Credit Union, MCL Dental Lab, Cactus Salon & Spa, Men On The Move.

Since its beginning three years ago, Kioli has been busy, very busy with the business of keeping business alive and well on Long Island. This is a serious challenge due to both the cost of living to stay here and the fact that jobs are hard to find because businesses here have been compromised by the current economic crisis.

Long Island is no exception to the hit our nation has taken. But there is a palpable ‘kioli’ spirit in the air. It is my opinion that this spirit was well represented at the Kioli Business Summit. I felt the spirit present in the amount and types of businesses, nonprofit organizations and business people who define LI for me.

Photo of items from Kioli Business Summit © Phil Jacobs

As I collected dozens of promotional items, exchanged innumerable business cards, introduced myself and shook hands with my fellow business owners, I had the opportunity to experience and feel this spirit at work, in the flesh, for the first time. I realized the foresight and dedication the original founding member businesses had.

Most importantly, I came to understand how both consumers and businesses on Long Island must think and stay local in order for Long Island to survive. That is what ‘Keep It On Long Island‘ means. Everyone on Long Island has a stake in this.

Fortune 52 Honoree Event Oct 17, 2011 © LI Press

Even a major national social media company, Constant Contact, that is not Long Island based has provided us with a direct, full time and in-person link to the heart of their products. Ellen DePasquale, was a Kioli Summit speaker in the afternoon and a Kioli participant, giving a seminar at SUNY Farmingdale (a Kioli founding member) in the morning.

Best of LI Competition 2012 © LI Press

The Long Island Press, Kioli’s founding member, plays a huge part in ‘kioli’ daily. In addition to its weekly publication both online and on paper, it is host to and reporter of many local activities. It adds an extra spark to the mix with its ‘Best of Long Island‘ yearly competition and Beverly Fortune’s ‘Fortune 52‘ and the honoree events. Felice Cantatore, Executive VP, bears highlighting as well. When he is not representing the LI Press or boxing, he is the ‘poster man’ for Kioli. I see him at every LI Business event I attend. And I am sure he goes to many more.

With the ability to travel from one end of the Island to the other in under two hours (depending upon the traffic) and in seconds (depending upon the cooperation of the Internet, WiFi and 3G), Long Island is in the process of becoming one business community. Although it is comprised of two counties (actually four if you count Brooklyn and Queens) and countless municipalities, towns, villages and cities, those boundaries are fading and in my opinion need to continue to be replaced by a sense of one common goal, Kioli.

'Giving is Good Business', Nonprofit Organizations at the Kioli Event © Phil Jacobs

Common concerns and cares as well as a love for the life that we have here on Long Island are partly what glue us all together. With the extraordinary assistance of skyrocketing technology, we are becoming one. Not only does Kioli serve to ‘Keep It On LI’, but these types of gatherings and movements also strengthen that intention and further the unification of LI into one local business community. Kudos to Kioli, its founding members, its present participants and activities, as well as its energy in working towards this economic lifesaving destination.

SOURCES:
Who Cares About LI? Kioli Business Summit Announcement
Kioli Business Summit
Keep It on Long Island
About Kioli
The Long Island Press
The Founding of Kioli.org

Branding, Part One: Design by Dunkin’

A Brief History of Branding: Ancient Times
It may come as a great surprise to other present day design professionals, as it did to me, that the branding and marketing industry has been around for thousands of years. Documentation exists as far back as 2700 B.C with examples of oxen hieroglyphics depicted on Egyptians tombs indicating ownership by the deceased.

The History of Tartans
In the 1500’s, woven woolen cloth, known as tartans, are believed to be derived from the French word ‘tiretaine’. They identified the geographic area from which a person came. Later, these fabric patterns became affiliated with families or clans, which is how we primarily know them today. Tartans are attributed to Scotland but also existed and still exist in Britain, Ireland, North America and in numerous other countries around the world. Some tartans were even created as late as the 20th Century. Societies, institutions, philanthropists and organizations inspired these.

World Tartans, book by Iain Zaczek

Livestock Branding
The original intent of livestock branding was to identify ownership, to be ‘a visible and permanent mark’ to distinguish between what was yours and what was mine. It was a clear-cut way to prevent theft as well as a simple way to identify and return lost livestock to its proper owner. Branding of cattle is still used in the same way today.

'Ouch! That's some way to get a name'. Picture source identified at end of blog post.

Branding and Marketing in the Food Industry: Three Phases
Over time, branding has evolved into an indispensable marketing and advertising tool applied to a great extent, but not exclusively, to the food industry. As such, it has existed since the late 1800’s, a mere sliver of the total time line pie in branding history.

Food Marketing and Branding. Picture source at end of post.

Commercial food branding has gone through three phases. But for the purposes of this article, they will not be described in detail other than to distinguish their periods, “the fragmentation phase (before 1870–1880), the unification phase (1880–1950), and the segmentation phase (1950 and later).” These are referred to with the source credit below. In addition, the ‘4P’ marketing theory is listed below.

The History of Modern Food Production credited in the sources below.

I Want It and I Want It Now!
Present day branding has brought the science of marketing and the art of branding full circle. A brand with the proper marketing can now be known for instant product recognition. The goal of this immediate recognition is the advent of instantaneous acquisition and consumption.

The Seamless Digital Retail Experience. Credit unkown.

The Seamless Digital Retail Experience
The purpose of the type of branding that identifies livestock is called, ‘what’s mine is mine’. But in retail, it is now ‘what’s yours is mine’ and ‘make it mine now’. This is becoming imperative and possible. Recognition through branding and acquisition through digital technology and online marketing make this process closer to seamless on a daily basis.

With the evolving technologies of near field communication, local mobile fusion, radio frequency identification, QR code generation and identification, retailers are becoming able to make us offers we can no longer refuse. There is almost no time to reconsider offers as they become digitally seamless and irresistible.

I Want It and I Want It Now. Credit Flickr jpg.

In Conclusion
When done well using the art of marketing and science of branding, the result of immediate recognition is now approaching ‘0’ time between recognizing, purchasing and consuming. With the continually growing addition of new technology, this process is getting even faster and the gap is lessening to the point where our wishes will be the digital genie’s immediate command. I want it; you have it; I see it; I got it. Just like that!

A Short Video Visit to One of the Best Examples of Branding Today
I consider Dunkin’ Donuts (Dunkin’ not Duncan and yes there is a Duncan tartan has no relation to the retailer’s brand or history), to be one of the best examples of branding and marketing in the US today. Watch this short video and let me know what you think. Future articles will continue to explore the fascinating topics of digital, brands and marketing.