High Quality
Open the downloaded document, and select print from the file menu (PDF reader required).
BRAND MANAGEMENT TECHNOLOGY
A BRAND POiNT MANAGEMENT PERsPECTivE
ExEcutivE Summary
Brand management technology tal or the ecentcreaton, eecte deployment and condent expanono brand n the marketplace today. Optmzng graphcworkfow and the creaton and utlzaton o brand aetthrough brand management technology encourageconumer brand to reach ther ull marketng potentalthrough compellng and content brand experenceacro conumer touchpont globally. Brand whoeaet and graphc workfow are necent and llogcaluer rom a lack o aglty, contency and ocu n thermarketng materal. They wate tme, money and otherreource. And the reult med opportunte or growthand le compellng, le content conumer experence.in today’ challengng marketplace, brand managementtechnology obouly a good dea. But adance nthe technology now prode addtonal ncente. Brandmanagement technology nterace eamlely wth large-cale enterpre management otware; t ha a well-denedmplementaton proce; t quckly pay or tel; and tbenet are permanent, not temporary. Th paper explanschawk’ nght nto brand management technology’tal role n enablng compellng and content hopperexperence wth the brand.
2
B R A N D M A N A G E M E N T T E C H N O L O G Y : A B R A N D P O i N T M A N A G E M E N T P E R s P E C T i v E
What iS brand managEmEnt tEchnology?
Brand management technology ntegrated otwareand erce that help almot any conumer-acngcompany manage, execute and track the procee bywhch t brand aet are turned nto marketng materaln multple meda. Logo, photography, llutraton,packagng label, delne, brochure, POs/POP,adertement, preentaton, ale collateral – theeaet are the buldng block o brand deelopment, andbrand management technology help enure that they areleeraged ully, ecently and protably.Brand management technology can carry out dgtal aetmanagement, copy management, workfow management,ot (or onlne) proong and reportng. smply put, brandmanagement technology bult around a ophtcateddgtal “lbrary” that houe dente brand aet andallow approprate uer acce.The technology goe urther by houng dynamc projecttmelne and empowerng n-houe and endor partcpantto execute all phae o a project on-brand, on-bre andon tme, ncludng trategy, degn and executon acropremeda and prntng. it allow crucal partcpant –rom brand manager to degner to legal counel toprnter – acce to project materal at the rght tmeor conderaton and approal. And t ue report onprogre, aet ue, een ROi.
Why brand managEmEnt tEchnology noW?
Today’ economy demand cot ang, ecence,accuracy, aglty and peed to market. For conumer-acng brand, thee can’t be maxmzed wthout brandmanagement technology, whch brng ull ecency to thebranded-materal proce.But becaue the economy challengng, t demand thateery expendture be juted. A ull brand managementtechnology ytem can cot roughly $1.5 mllon to $2mllon or a our-year lcene, ncludng mplementaton,tranng and mantenance. Th a racton o the coto a PLM or ERP ytem – whch conumer brand nowconder a necety – and a brand management technologyytem coner benet that no other ytem can, whlenteracng eamlely wth a company’ other datamanagement ytem.Brand management technology epecally powerul nenurng contency and ecency or compane nowoutourcng an ncreang porton o ther graphc workfow,a t eature and uncton – ncludng trackng andreportng – engage all n-houe and o-te contrbutor.And t can pay or tel n nne month or a CPG/FMCG,n a year or a pharmaceutcal company (wth pharma’ter requrement or regulaton and ntegraton wthgoernment and endor databae).Fnally, t wll pay benet permanently. Once ntegrated,the ytem eole wth a brand’ need.
SuPPort
ncludentallaton, tranng andeen management andoperaton by a thrd party.
EntErPriSE SoFtWarE
thetechncal backbone o tronggraphc workfow procee.
conSulting
nclude analyzngworkfow ue, ettng goaland uggetng oluton.
brand managEmEnt tEchnology
a combnaton o conultng, otware and upport.
3
B R A N D M A N A G E M E N T T E C H N O L O G Y : A B R A N D P O i N T M A N A G E M E N T P E R s P E C T i v E
EFFiciEnt crEation oF brand matErialS
Huge reource go nto the creaton o brand materal,whch mean th proce can leerage – or mue –reource n a gncant bottom-lne way. Here are detal.
asse ee
– Although brand depend on dente(.e., correct, approed and ocal) aet, oten t’ notclear whch aet are dente and where they rede –a rghtenng thought. When team member can’t nd anaet quckly, the nclnaton to recreate t – and thcot tme and money. it wdely etmated that 30 percento all aet wll be recreated, uually unnecearly.
1
Th the oppote o ecent creaton.
asse se
– A typcal knowledge worker pend 2.5 houra day earchng or normaton that n’t ndexed, a huge cotto the company.
2
By comparon, content n a rch medamanagement ytem take 90 percent le tme to locate.
asse sse
– Many compane hae had the experenceo the wrong label reachng the prnter. it’ cotly n manyway, ncludng re-do expene, lot tme-to-marketand een erou lablty ue n th age o grownggoernment regulaton o all conumable product.And the ue o outdated ual aet can alo weakenor margnalze the brand n the marketplace. Brandmanagement technology enable decon-maker todegnate dente aet, copy and more, enurng thatwrong data not ued.
asse s
– E-mal a notorouly mprece way totranmt aet, and tradtonal hppng low and cotly.Many corporate e-mal ytem hae a lmt on le zecomng n rom the outde, and mot art le are too bg toqueeze through. Alo, large e-mal le oten get corrupteddurng e-mal trant een they do arre. Large le alolow down the network on both de.By contrat, dtrbuton oer a ecure network dependable, mmedate and eentally ree atermplementaton o the network.
Pf spp
– From create concept to delery to theprnter, artwork goe through multple reew cycle wthneach tage (concept, producton and premeda). Wth brandmanagement technology, proo can be ewed, annotatedand approed drectly through a web brower – eenmultaneouly by multple uer – greatly reducng cycletme and hppng cot.
Ss
– The ang o reource n paper,prntng and hppng ha an mmedate and long-term enronmental utanablty eect, n addton torepreentng long-term annual cot ang.
1 Dgtal Publhng soluton Magazne, January, 2008.2 “The Hgh Cot o Not Fndng inormaton,”whte paper, iDC/LexNex, 2001, 2008.
What arE thE SPEciFic bEnEFitS oF brand managEmEnt tEchnology?
The ecent creaton, eecte deployment and condent expanon o a brand are crucal n today’ global marketplace.The ollowng chart how how brand management technology’ benet apply to thoe thoe crucal tage.
StratEgyExEcutionat all StagEScrEativE
Central lbrary
zes
bre, early art,orecat, preadheet, etc., and protect/organze ocal aet.
Ses pje s
or tme, cot,deadlne.For Brandng (n-houe), Degn (n-houe),Corporate marketng, Brandng/Degnagency partner
ozes
concept, prelmnary degn,logo, trademark data, copy, photography,palette, 3D
Fes
comment, annotaton,change, proong and approal
Ees/eees
• Dynamic copy changes• Visual comparison
(fahe derencebetween eron)
• Remote proofing• Versioning/version control• Confident distribution
o eron acromultple meda and degn tage.
• 2D>3D mapping
For Degner (n-houe and agency)
ozes
nal art
Fes
prnt-qualty management,dgtal le dtrbuton, nal art approal,onlne proongEnure
more reliable files
Enable ater, more economcal
s
of files
Fes ps
o dynamc copy tomultple medaRetan
definitive versions
o proce can
“p k”
and tart agan condently, ornew regon or market globallyFor Brandng, Legal, Regulatory, Qualty, Manuacturng,Marketng erce, Premeda partner
Ees/eees
•“Virtual roundtable”
collaboraton
• KPI reports
on aet ue (who, how, why),cycle tme, bottleneck caue, reaon orrejecton, etc.
• Calendar functions
et deadlne andtop gate
• Date rippling
adjut entre calendar tochange
• Audit trail
or blty, erablty andaccountablty
• Sustainability
at ALL phae throughang o multple reource
Add a Comment