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BrandWizard Technologies

Sales Collateral Automation


Streamlining and automating your organization’s sales collateral production

Address
130 Fifth Avenue
New York, NY 10011

Telephone
212 798 7600
Fax
212 741 7672
Website
www.brandwizard.com

Associate Offices
Amsterdam
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New York
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Zurich
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The Challenges of Sales Collateral Management


Traditionally, empowering your sales force with the
collateral items and presentation materials they need
has been an expensive, frustrating challenge. Your
representatives in the field need promotional materials
customized to their region, purpose, and client type, but
getting this accomplished has proven to be a financial
and logistical headache. The problem is that the
production and distribution methods that have been
available to you up to now are slow, expensive, and
insensitive to change.

Current methods are slow


The success of your business is heavily dependent on
getting new products to market quickly. By doing so,
your organization is able to attain a larger market share
and higher profit margins before competitive products
move in. Regrettably, in many cases, your sales force
must wait weeks or months for new product collateral
materials to be developed before they can sell the
product en masse.

Especially in lean times, unnecessary delays cost you


dearly. Our research indicates that product launches
can commonly be delayed by up to three months while
you wait for sales collateral to be created and delivered.
In fact, multinational corporations sometimes wait an
additional one to two months for a collateral item to be
localized or regionalized for an international market,
even though the product is currently being sold in the
United States. While your sales force waits, your
competition gains hard-won market share.

Current methods are expensive


Creating, distributing, and warehousing sales collateral
in the traditional manner is also a costly endeavor. A
design agency must be employed to create the materials
for you. These materials must then be shipped around
the globe, often multiple times to multiple locations.
Then they sit on the shelf until they gradually become
outdated. This process is an expensive one; the cost of
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unnecessary shipping alone can range well into the


hundreds of thousands of dollars per year for a large
corporation with a global reach.

In addition to the above costs, perhaps the greatest


expense you suffer will occur when you need to make an
enterprise-wide change to some or all of your sales
collateral items. This can occur when you acquire a new
company and must convert all of their product sales
collateral to your brand, or when your own brand
identity is modified. Across-the-board changes like
these cost your company significant resources of
both time and money. It is not uncommon for a
simple corporate identity change to take six months
to a year to be updated across all of your company’s
promotional materials.

Current methods are inflexible


In addition to being slow and expensive, current
methods of sales collateral management are highly
insensitive to change. A member of your sales force on
the road must rely on a one-size-fits-all brochure to
leave behind when presenting to a potential client. There
is very little provisioning for customization of materials
for a particular client in a specific time and place.
Perhaps most troubling, after a merger, warehoused
collateral items branded with the previous identity must
simply be thrown away. This inflexibility of current
methods is wasting your time, wasting your money, and
costing you new customers.
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The Benefits of a Sales Collateral Management System


Description
The BrandWizard Sales Collateral Wizard is an
Internet-based system that can be accessed through
any standard Web browser (i.e., Internet Explorer and
Netscape Navigator) running on a PC, Mac, or Linux
operating system. Your users simply log on to the
BrandWizard system and choose from various lay-
out, copy, and image options. The system will then
automatically produce customized sales collateral
items that meet your corporate graphics standards
exactly, every time.

Process
The following steps outline the procedure of loading
master sales collateral templates to a server and
producing a customized sales collateral piece using the
BrandWizard system:

Step 1:
Master collateral template files are created and
uploaded to the BrandWizard system by your internal art
department or an outside agency. These master files can
be created in Adobe InDesign or Adobe Illustrator
software with Postscript or Truetype fonts. Sample
BrandWizard master templates for the American Cancer
Society are illustrated on the left.

Step 2:
The BrandWizard Administrator sets up the rules and
constraints for the system.

− A Setup Wizard, similar to the ones used to set


up most Windows-based programs, prompts the
Administrator through the procedure.

− Possible parameters include:


- user group access levels
- image and copy selection options
- layout options
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Step 3:
The user logs on to the secured BrandWizard system
using any standard Web browser (i.e., Internet
Explorer or Netscape Navigator).

− The system serves up copy and template options


appropriate for the user’s access level, as
previously determined by the Administrator.

− The user selects the appropriate layout, copy,


and art elements and enters the information that
BrandWizard needs to complete the piece.

− The request is sent to the BrandWizard server.

Step 4:
The BrandWizard server automatically builds an original
piece of sales collateral based on the user’s selected
master template and content choices.

− Our patented Adobe plug-in technology


dynamically builds the piece from the constituent
elements chosen by the user, and inserts any
original copy the user has keyed in.

− The system can output any standard file format,


including but not limited to:
Adobe Acrobat (PDF), Quark XPress, Adobe
InDesign, and Adobe Illustrator.

Step 5:
The file can now be routed to a professional offset
printer for a large run, or to a color laser printer for
a short run.
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Branding at the Speed of Business


You need a branding system that keeps up with the
speed of business. Whether a business change results
from changing market conditions or a new corporate
merger, your branding system needs to immediately
adjust to the new reality. Simply put, your branding
process must be as flexible as the business world is
unpredictable. BrandWizard’s Web-based technology
can help you to achieve this.

Implement identity modifications quickly after mergers


Successful mergers depend upon successful
communication, both internally among the employees of
the combined company and externally to the general
public. BrandWizard’s Sales Collateral Wizard will allow
your company to implement instant, worldwide updates
to your brand identity across all of your promotional
materials, instead of waiting months for the new identity
to trickle down your supply chain.

Respond quickly to changing market conditions


Marketing and pricing strategies can change from day
to day when you are looking to gain a temporary
competitive advantage over your competition. These
strategies can also differ from one region to another in
a concurrent timeframe. Your BrandWizard system will
allow you to make changes to your pricing on the fly,
and give you the ability to roll out region-sensitive
marketing strategies to your sales force overnight.

Customize sales collateral materials for specific clients


It is now a given: people have come to expect
personalization in all areas of their lives. A sales meeting
is no exception to this rule. The standard dog and pony
show will not cut it anymore when your competition is
developing customized presentations. BrandWizard will
give your sales representatives the tools they need to
create sales collateral that is customized to a specific
client or opportunity in a specific place and time, which
will lead to more closed deals and wider profit margins.
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Immediate Global Coordination


For a large national or multinational company,
coordinating sales and marketing efforts across the
entire organization has posed a difficult challenge to
conquer. With no enterprise-wide internal system to
distribute information and encourage collaboration,
corporate headquarters has no way to control how
their initiatives are carried out. The end result is
inconsistent marketing materials across the world.
BrandWizard leverages the full power of the Internet
to solve this problem.

Immediate access to the latest information


The faster you can get your sales collateral updates into
the hands of your sales force, the faster they can start
selling. BrandWizard’s automated, database-driven
technology gives System Administrators the facility to
make real-time updates to collateral information that
can be propagated worldwide at the click of a mouse.
This will ensure that the information available to your
sales representatives is always the most current.

Centralized knowledge management


As important as it is to tailor a sales pitch to a specific
target, your sales force shouldn’t have to reinvent the
wheel every time. Pitches that were successful for clients
in a particular industry in the past are very often
successful again in the future. The Best Practices
Gallery of your BrandWizard system will allow your sales
reps 24/7 access to the most effective collateral
materials your company has ever produced, which will
provide them with a blueprint for success in the future.

No wasted inventory or distribution costs


Corporations are spending billions of dollars every year
distributing and storing printed promotional materials.
BrandWizard servers will keep all of your sales collateral
files securely stored in a central database, where they
may be accessed by authorized users at all times, which
will eliminate the need for shipping. Your sales force will
also be able to print short runs of up-to-date collateral
pieces when they need them, which will save you the
costs of keeping inventory on hand.
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Consistent Brand Alignment


Nowhere is it more important than in your marketing
communications to present a unified brand voice to
the world. Sales collateral materials are often the first
experience that potential clients will have with your new
products and services, so it is critical that the way they
are branded agrees completely with your master brand.

Business-as-usual methods of sales collateral


production commonly leave your brand image open
to a local vendor’s interpretation, and this can cause
significant erosion of your brand equity as the effect
becomes compounded over time. By regulating the
number of ways your brand can be represented
change across sales collateral to pre-approved
configurations, BrandWizard’s automated technology is
stalwart in protecting the integrity of your brand on a
global basis.

Consistent brand image worldwide


Especially for large multinational corporations,
consistent global branding has been almost impossible
to achieve. Lingual and cultural differences can cause
even the simplest initiatives to be lost in translation.
Your BrandWizard system will provide the platform for
all of your global employees and vendors to create sales
collateral pieces that meet your corporate branding
requirements, quickly and easily. This means that the
brand identity chosen by corporate headquarters is
the one that will be applied in sales presentations
around the world.

Consistent corporate information


With BrandWizard, the information contained in your
sales collateral can be instantly updated and quickly
promulgated throughout the world. Master product and
corporate information can be updated on BrandWizard
instantly. This will save you time and money while
ensuring that your vital corporate information is always
kept current.
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About BrandWizard Technologies


BrandWizard Technologies is a consulting firm that
offers companies a fully integrated global solution
for all of their brand management requirements. Our
Web-based custom tools work in concert with an
organization’s wide array of digital assets, empowering
employees and vendors around the world with instant
access to corporate identity materials, brand
guidelines, packaging artwork and more. Our patented
Wizards offer clients unparalleled branding
automation. No matter how large the corporation or
how complex its product offerings, BrandWizard can
harness the reach and speed of the Internet to tailor a
complete turn-key brand management solution.

The branding elements illustrated here were all created


with BrandWizard Systems. For more information on
these and other BrandWizard systems, please call or
e-mail us at our corporate offices.

BrandWizard Technologies is a subsidiary of


Interbrand Corporation. As part of its commitment to
being the world’s leading strategic branding
consultancy, Interbrand Corporation has set up
BrandWizard Technologies to provide Internet-based
brand management tools and consulting.

Interbrand Corporation is a member of Omnicom


Group, a strategic and financial holding company that
manages a portfolio of market-leading companies in
the disciplines of advertising, marketing services,
specialty communications, interactive media, and media
buying services. Omnicom is listed on the New York
Stock Exchange (OMC).