Susan Lindner, the Founder and CEO of Emerging Media, answered our questions about the origin of the brand name, who owns their EBM domain Emergingmedia.com and why they couldn’t get it, and why consistency is the key to successful branding.
What is the story behind Emerging Media?
I started the business to help innovators use amazing storytelling to create incredible connections with their audiences. It was shortly after 9/11 and the internet boom had gone bust and with it the tech economy. It wasn’t easy, but I started with 3 brave clients out of my 5th-floor walk-up apartment and almost 20 years later, we’re still thriving.
When did you start thinking about your brand name and how did you settle on Emerging Media?
Emerging Media was rebranded from Lotus Public Relations in 2005 when we realized we were on the cusp of the social media revolution. The brand has always been central to everything we do for our clients, so it was critical for our brand as well.
How did you get the domain name EmergingMediaPR.com for your brand? Why did you select that one exactly?
It took some effort as a company in Thailand owned emergingmedia.com. I speak Thai and tried on many occasions to buy it, but the owners declined, even though they never used it. We went with emergingmediapr.com because most of our clients wanted PR as their primary service.
How has owning EmergingMediaPR.com affected your business? Do you own any other domain names?
It’s been the primary sales tool for the agency. I also own Brandthropoologist.com and the plural. I also own the Innovation Storytelling URLs and Innovation Storytellers as well.
Who is your target customer and how is your brand name helping in reaching them?
We work with Chief Innovation Officers, Heads of Innovation, Product Managers, Product Marketers – Intrapreneurs and Entrepreneurs and their teams to help them tell their stories. Most innovators are great at innovating but need a little help communicating their innovations with the world.
How do you keep your brand consistent across different channels online and offline?
It’s about a consistent message, for us. As storytellers, words matter. Getting that right across social, the press, speaking engagements and product messaging is critical.
What do you do to make sure your marketing is effective?
We test, share, engage, promote and invest in getting deeper with our niche.
What would your advice be to entrepreneurs who are just starting out, in general and when it comes to branding and naming?
Like a good tattoo, choose wisely, as you’ll probably have it for life; at least for the life of your business.
“Like a good tattoo, choose wisely, as you’ll probably have it for life; at least for the life of your business.”
Where do you see your business in the future and how does your brand name fit into that vision?
The business has evolved from just working with tech startups to now focusing on F500 companies around the world. I think the brand will continue to evolve and serve as a solid foundation for the future of innovation storytelling as it travels the world as well. My book, “Innovation Storytelling: Get the Resources, Runway and Recognition You Deserve” will be out this year and will stand on 20 years of Emerging Media’s growth as this new brand arises from it. It’s going to be a great ride!
We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.