Why care about brand management?
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This document discusses the importance of brand management and outlines challenges companies face managing their brands through manual processes. It introduces an online brand management software called Brandworkz that helps companies address six key challenges: 1) teaching the brand story and vision, 2) managing digital assets, 3) localizing marketing material, 4) increasing sharing to reduce duplication, 5) efficiently approving artwork, and 6) measuring brand usage and success. The software brings efficiency and value to brand management by increasing consistency, decreasing artwork time, and reducing costs according to client findings.
Why care about brand management?
- 1. Why care about brand management? © 2012 GlobusMedia Ltd
- 2. The importance of branding • Product categories are crowded • Product quality and innovation isn’t enough • Consumers want to connect emotionally
- 3. The importance of branding £1.25 £2.50
- 4. However, you don’t get there with a logo… Communicate story, vision, values, USPs Market your brand consistently …to both employees, partners and agencies …in a way which increases perceived value …and minimises time to market One Seattle store Howard Gathering/Work place Not (just) coffee Quality Responsibility
- 5. But it is hard! You need to do all of this… Understand ROI Approve artwork in an efficient manner Minimize duplication of effort by increasing sharing Localise all comms and marketing material Distribute and manage all the Digital Assets (DAM): Images, logos, etc. Ensure all stakeholders are taught the story, the vision and the visual ground-rules …while also building a great product, customer service and distribution!
- 6. Manual Online software for brand management brand management Lack of knowledge about the brand direction Ad-hoc, inconsistent marketing output Very expensive Slow build-up of Bringing efficiency & value brand value to brand management Return on investment in branding not maximised.
- 7. Our system solves these six key challenges
- 8. 1. Teach the story, vision, USPs and visual style 8
- 9. 2. Distribute and Manage your Digital Assets (DAM) Over 80,000 downloads per month 9
- 10. 3. Localise all comms and marketing material 10 mins 10
- 11. 4. Minimize duplication of effort by increasing sharing 11
- 12. 5. Approve artwork in an efficient manner Without Brandworkz With Brandworkz Ad-hoc. Resource intensive. Slow time to market Structured. Minimise resources. Low time to market Artwork approval Workflow overview dashboard Inconsistent feedback ? Delayed, costly delivery On-artwork annotation 12
- 13. 6. Measure usage and success 13
- 14. All brand management functionality in one system Coupled with these services: Consultancy Project Management Content population/import Training Hosting & Support 14
- 15. What our clients say “We had a clear idea of needs and extremely “Our brand hub is a major demanding part of making our requirements. Their marketing strategy a success. As a one-stop product lives up to their brand experience it is sales pitch and the support has been second to none!” incomparable.” Global Marketing Operations Manager, Icebreaker CMO, Red Bull Racing “The Brand site is accessible through our intranet and plays an important part, enabling us to maintain a strong, consistent brand” Global Identity Manager, ArcelorMittal 15
- 16. Meet the brand implementation challenge Increase brand consistency by up to 30% Decrease artwork time by up to 80% Reduce implementation costs by 20%+ using Brandworkz® * Numbers based on existing Brandworkz client findings
- 17. Next steps Contact us for a free demo and further details +44 (0) 20 7288 9700 mike@brandworkz.com www.brandworkz.com 17
Editor's Notes
- #9: Icebreaker – a New Zealand based manufacturer of merino wool active clothing has a great story to tell about their company, innovation, product USPs and respect for nature. Visually they do it in a fantastic way which really supports their story. This is a big part of getting press, visibility in the market and engagement from customers.