Enhancing Your Brand Everything You Need to Know to Take Your Company to the Next Level Also Inside: Interview with Gov

fourth quarter 2012 BUSINESSn LIFESTYLEn DIVERSITY Kathy Cabello Denise Herd Trio shares perspectives on the marketing/PR industry Myra Borshoff Cook Enhancing Your Brand Everything you need to know to take your company to the next level Also inside: Interview with Gov. Mitch Daniels • Appealing to Asian-Americans Inside Honda Motor Plant • Winter Fashion Take Care of Yourself. Schedule Your Mammogram Today If you are a woman who is 50 or older, you should have a yearly mammogram. The decision to have a mammogram before the age of 50 should be made between you and your health care provider. Doctors will order a mammogram. They will base the decision on personal risk factors for breast cancer. Family history is one factor. Talk to your doctor about these important exams. Make an appointment today. This good message is brought to you by MDwise Hoosier Alliance. Learn more at MDwise.org (HA711 HHW-HIPM0141 (2/12) HA711 HHW-HIPM0141 (2/12) 2 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Contents FourtH Quarter 2012 Business FOURTH QUARTER 2012 9 How to avoid offi ce politics 16 Greensburg's Honda plant BUSINESSn LIFESTYLEn DIVERSITY 17 Remembering Soichiro Honda 19 Small businesses favor Indiana Kathy Cabello Denise Herd 40 Learning the Asian-American consumer 54 Employment background checks 58 Leadership theories Trio shares perspectives on the marketing/PR Features industry 41 Popular Indiana brands Myra Borshoff Cook 44 Hoosier companies we miss Enhancing Your Brand 48 Winter Fashion Everything you need to know to take your company to the next level Also inside: Interview with Gov. Mitch Daniels • Appealing to Asian-Americans 52 Creating culturally-competent health companies Inside Honda Motor Plant • Winter Fashion 56 Spotlight city: Anderson 60 On the Scene On the cover: Political Whether your company has been in 10 IMBM's exit interview with Gov. Mitch Daniels 12 Selecting Indiana's next CEO business for a few years or a few decades, 14 Presidential candidates and small businesses making an effort to enhance your brand can never hurt. Marketing and public Enhancing relations executives Kathy Cabello, Myra Borshoff Cook and Denise Herd represent Your Brand successful Indiana business owners who 20 Maximizing your product have helped numerous companies, not-for- 21 Advertising, branding and marketing: profi t groups and other entities enhance what's the difference? 28 Understanding the consumer mind their brands. In this issue of IMBM, you 30 Signifi cance of your brand name will discover the strategies that they and 33 Advertising trends other experts use that can maximize your 34 How to market your small business outreach efforts to potential clients and 36 Common marketing mistakes the greater community. Also learn how the 37 Ways to maximize social media trio overcomes challenges in the industry. Check out their story on page 24. 5 President’s Page – Shannon Williams 6 Editor’s Note – Brandon A. Perry Columnists 62 Andrea Morehead 64 Kathy Cabello 66 John Girton www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 3 THE HARMON GROUP THE HARMON GROUP STAFFPublisher William G. Mays President and General Manager Shannon Williams Dedicated to Construction Vice President for Three Generations Angie Eggers Senior Sales representatives Dedicated to Construction Michael Falker, Scott Pollock, for Three Generations Lisa Shoemake, Rita Wise Managing editor Brandon Perry www.harmongroup.com Copy editor Jack Sales Advertisewww.harmongroup.com in Indiana Minority Fashion Coordinator Business Magazine & online at: Jessica R. Key www.IndianaMinorityBusinessMagazine.com Phone: (317) 924-5143 • Fax: (317) 924-5148 Fashion Assistant Adrian Kendrick Contributing Writers Indiana Minority Business Magazine Caron Beesley, Rebecca Bibbs, is published by the Indianapolis Recorder Barato Britt, Alisha James, Allan Newspaper and is distributed quarterly Nahajewski, Omar Phatak, (four times per year). Joyce Rosenberg, Shaila Strayhorn, Lucretia Thompson IMBM 2901 N. Tacoma Ave. Production Manager Indianapolis, Indiana 46218 Jeffery Sellers Art director To receive a year subscription to the Indiana Minority Business Magazine, John Hurst Jr. please send $4.99 payable to IMBM Photographers to the address listed above. John Hurst Jr., Ron Foster Sharif For more information: For more information, visit Phone: (317) 924-5143 • Fax: (317) 924-5148 www.IndianaMinorityBusinessMagazine.com www.IndianaMinorityBusinessMagazine.com 4 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Do you know who Lilly Ledbetter is? their economic empowerment will carry on rather than be If not, you should. �he �owera temporary fad ofthat will run itswome� course in a relatively short Lilly Ledbetter is the former Goodyear Tire and Rubber period of time. Cabello, Cook and Herd’s firms embody the Company employee who sued the company in 1998 for sex expertise, stamina and passion that is evident in each woman discrimination. Ledbetter’s case was based on the fact that she individually. was paid less than her male counterparts who performed the In addition to being women who are accomplished in their same job. Court records show that Ledbetter was paid $44,724 industries, these women also racially represent true diversity. per year as an area manager while the lowest paid man in the Gone are the days when only Caucasians were found in same position was paid $51,432. The highest paid male area leadership positions. Now, African-Americans, Asians, Latinos manager received an annual salary of $62,832. and others are visible corporate executives and entrepreneurs. Although Ledbetter’s case was factually-based and she was Hats off to our three cover models for not only fulfilling their indeed a victim of sex discrimination, her case was thrown out own dreams, but for also being excellent influencers and role by the Supreme Court because the statute of limitations had models for generations of women who come after them. run out. Kudos also to international companies like Unilever – the Three years ago Congress and President Barack Obama maker of consumer products such as Ben & Jerry’s Ice Cream, passed the Lilly Ledbetter Fair Pay Act of 2009. The law has Hellman’s and Vaseline – for realizing the vast benefits and been praised as a tremendous step forward in the fight for potential of female leaders. The company recently pledged to fairness in the workplace for women. make more than half its senior management team female by Obama’s support of workplace equality isn’t so far off from 2015. the rest of the world. As a matter of fact, a 2010 Pew study found “widespread public support for women’s equality in virtually every nation.” So what does this mean? People understand the power of women…finally. Women not only deserve a seat at the table, but our perspectives should Shannon Williams also be seriously considered and implemented. President and General Manager However, that has not been the case. Consider these startling statistics: Girls and women perform 66 percent of the work and produce 50 percent of the world’s food; however, females only earn 10 Shannon’s Gov.Faves Mitch Daniels talks minority percent of the world’s income and one percent of the world’s business and accomplishments - Page 10 property. In addition, women around the world experience less This is Gov. Daniels’ last interview with access to “credit, training, technology, markets, role models IMBM as head of the state. Learn first- and protection under the law.” hand his position on business throughout Quite disproportionate, right? Indiana and what he ranks top amongst his So even though women around the world do more work accomplishments. than men, they are not on a level economic playing field. True equality won’t happen until leaders, business executives and 12 Rules for maximizing social media – Page 37 everyone else look at women as people who actually determine While millions of people have social media solutions rather than people who only benefit from the results. accounts, some business owners and Despite the progression with initiatives such as the Lilly executives are not quite sure how to use Ledbetter Fair Pay Act of 2009, there are still millions of technology’s newest phenomena to enhance women in this world who don’t receive equal pay or equal their brand. This article tells you all you need rights. There are literally millions of Lilly Ledbetters. to know. The fact that sex discrimination in the workplace still exists makes the accomplishments of Kathy Cabello, Myra Fall fashion – Page 48 Borshoff Cook and Denise Herd even more amazing. Each of This fashion spread is a particular favorite because our models are all professionals in these Indiana Minority Business Magazine cover women have the marketing/advertising industry. Having defied the odds and built their own advertising, marketing the photoshoot at the historic Benjamin and public relations firms. Through their entrepreneurial Harrison Home made it even better! courage, Cabello, Cook and Herd are individually ensuring www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 5 Editor’s Note Keep on moving Many of us, when we start our vehicles up, take for granted It never hurts to look at our past and use it to determine how the fact that we can just turn the key in the ignition. we can do better, but we can’t stand still and look at it too long, During the fi rst two decades of the twentieth century, when or we’ll get stuck in it. If that happens, our past can actually automobiles were beginning to be mass-produced, cars had catch up with us, which is not a fun or pretty sight. We have to metal cranks up front by the engine that a motorist would keep moving forward. have to turn in order to start the car. This could become a In 1989, the popular British R&B band Soul II Soul released dangerous process if the engine malfunctioned, causing the “Keep on Movin'”; a smash hit on both sides of the Atlantic.

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