New Guide on Brand Management! What’s it All About?
New Guide on Brand Management! What’s it All About? https://stage2.marcom.com/wp-content/uploads/2018/09/img-playbook-blog.jpg 780 460 Jody Scheldt https://secure.gravatar.com/avatar/f7245f12cfeff73b358e764f3dc8f18b?s=96&d=mm&r=gWe recently partnered with the Demand Gen Report to release a new guide on brand management. Part of the reason we felt compelled to cover this topic was due to how often we hear from our customers and prospective customers what a massive challenge it is to maintain consistent branding across a company’s channels. There are so many factors that could potentially contribute to messy brand management practices including:
- Startups that have grown too quickly without proper guidelines in place
- Acquisitions and mergers
- Traditional organizations being slow to invest in new technology
- Multiple agency vendors
- Supporting any number of field-facing teams
One area of commonality though is that this problem affects organizations across industries and of all sizes. A customer of ours in the franchise space explained that prior to putting in place brand management guidelines and technology their franchisees would create their own marketing materials, which created a huge problem with their brand equity. With inconsistent visuals and messaging representing the brand, it gave visitors a poor customer experience when interacting with their multiple locations.
Another customer, a nationwide medical device company, described the same challenge, but with doctors and local offices instead of franchisees. Unapproved brochures were being developed for patients that contained out of date information, which in the healthcare industry could lead to massive fines by regulatory committees.
These are only two examples of the many we hear, but this is what drove us to create an interactive guide on this common problem. We’re thrilled that industry thought leaders- B2B marketing strategist, Ardath Albee and Analyst, Rebecca Lieb of Kaleido Insights- could contribute to this resource and share their advice and steps you can take to alleviate your own brand management challenges. Check it out when you get a chance and see how it can help your team.
