MAR 2026 | Vol.39 | No.2
THE VOICE OF THE GREATER ROCKFORD BUSINESS COMMUNITY
THE CURRENCY OF CREDIBILITY How thought leadership shapes reputations and builds brand recognition By Christine Hand, managing editor I have a confession to make … I’ve never been a huge fan of the term “thought leadership.” Shocking, I know, especially considering how often I use it in my role as managing editor of the VOICE. It always felt a bit pretentious to me: “Ooh, look at me. I’m thinking thoughts no one’s ever thought before.” (Hat tip to the Scarecrow in the Wizard of Oz.) But now, I’m forced to admit that I was wrong about thought leadership, due, in part, to my overinterpretation of the term.
solve problems, and help others see things from a different perspective. Erna Colborn, CFP, CEPA, financial advisor with Edward Jones in Rockford, believes thought leadership is also about listening: “Purposeful thought leadership is less about being a voice of authority and more about being a partner. You have to understand what keeps business owners awake at night and pay attention to their questions and concerns before you know how to use your expertise to their benefit.”
About Thought Leadership Being a thought leader doesn’t mean you consider yourself the supreme expert of the universe. Rather, it’s about sharing opinions and insights based on your unique combination of aptitude, experience, and knowledge. It’s recognizing that your perspective on a topic has the power to broaden a conversation,
Thought Leadership’s Role in Marketing In his article, “9 Key Differences Between Thought Leadership & Content Marketing,” on Linkgraph.com, Shafin Arshad writes, “Thought leadership builds authority by offering original insights, expert perspectives, and ideas that influence how others think. Content marketing focuses on visibility, performance, and guiding
audiences through the buyer journey.” Thought leadership builds on content marketing by focusing not only on what your business offers, but also on what you think—your informed opinions on trends, challenges, and opportunities. “Thought leadership doesn’t stand alone. It’s intertwined with branding and marketing, and all three pieces are needed.” Colborn said. Thought Leadership in All Its Forms Thought leadership runs the gamut, from speaking to a Scout troop or commenting on a social media post to writing a book or testifying before Congress. It all depends on your area of expertise, your target audience, and your comfort level. One of the best ways for Chamber members to flex their thought leadership muscles is by writing articles for the CONTINUED ON PAGE 3
PRINT MARKETING ISN’T DEAD—IT’S THRIVING
Why there’s a renewed appreciation for print By Chris Brown, Trekk After 16 years designing, I’ve witnessed many industry shifts. When I was studying graphic design, print was everything; we focused on grid systems, techniques, and the influence of Bauhaus designers. Then, as digital tools like Dreamweaver emerged, we were told everything would go online, and, to be honest, that was daunting. Yet here we are today, and print has not only survived—it’s thriving. At Trekk, I’m grateful to be part of a company that still prioritizes print. Trends may cycle, but it has been exciting to see a renewed appreciation
for print, especially through catalogs and personalized direct mail. Why Print Is Irreplaceable In marketing, there is major power in tactile experiences. A physical catalog or personalized mailer creates a sense of care and connection that is often lacking from digital channels. Print demands engagement—you hold it, place it on your desk, and, if it’s really good, save it for later. The largest brands understand the power of print. Amazon, J.Crew, L.L. Bean, and Wayfair rely on direct mail because it
works. Compare email open rates, which hover around 20% in most industries, to the 70–80% open rate mail achieves on average. Plus, sometimes marketers forget that not everyone is fully digital. Around 7% of adults in the U.S. don’t use the Internet. My own parents don’t use email! For them and many others, print remains an essential communication channel, one marketers shouldn’t overlook. The Power of a Multi-Channel Approach Print shines brightest when integrated CONTINUED ON PAGE 5
IN THIS ISSUE KNOW BEFORE YOU NON-COMPETE By Timothy Scordato, Reno & Zahm LLP Page 6
WHY YOUR ADVERTISING IS FAILING By Angenette Natkowski, Nexstar Media Group Page 8
STRATEGIC VISIBILITY
By Caitlin Pusateri, GRCC Page 12
PURPOSE-DRIVEN NETWORKING
By Danielle N. DeDario, Rockford Community Bank Page 14
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