managing brands for maximum profits
DESCRIPTION
This presentation covers brand content, managing brands, North Plains Systems' technologies for creative production and an introduction to On Brand brand management features and functionality. The effective management of brands is increasingly challenging due to the proliferation of media channels, the need to effectively manage global brands and deliver consistent but often localized messaging. On Brand is designed to address these challenges by empowering teams to control, protect, create and collaborate on all aspects of their brand through a simple and intuitive modular cloud-based solution. On Brand’s functionality enables and facilitates the creation of multiple brand interfaces, asset management, brand guidelines, creative approval, campaign management and resource management. Related topics covered include Brand Management, Digital Asset Management and Marketing Resource Management.TRANSCRIPT
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© 2012 IO Integration, Inc. All rights reserved. © 2014 IO Integration, Inc. All rights reserved.
Since the very beginning, managing digital media and production workflow automation have been at the heart of what we do. Founded in California by former Xinet, Apple and DALIM executives and
partners, IO Integration has been helping companies innovate, automate and resonate with customers since 2001. Fast forward to 2014, and
we help top retailers, agencies, marcom and publishers rapidly deliver digital media to any
platform worldwide.
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© 2012 IO Integration, Inc. All rights reserved.
Jill is a results-oriented executive with 20 years of experience in integrated technology marketing and product management for startups and industry leaders alike, including Adobe, Microsoft, Akeena Solar, and Equifax. She has led product management teams that produced award winning shrink-wrapped and SaaS software that benefits millions of users, and directed
world-wide ROI-driven marketing strategies and campaigns, driving demand and building brand equity. She has a passion for customer experience and engagement, an analytical
background, and an entrepreneurial spirit.
MBA in Marketing from Seattle University and BA in Cognitive Science and Econometrics
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Jill Talvensaari
VP of Marketing
IO Integration @ioi_inc
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© 2012 IO Integration, Inc. All rights reserved. © 2014 IO Integration, Inc. All rights reserved.
Introductions - Rory McClelland, North Plains Systems
One of the world’s foremost experts on On Brand, Rory has helped define, develop, manage, roll-out and grow both beautifully simple and highly sophisticated brand management and web application solutions for many bespoke brands such as the
National Trust, US Army, BBC, Distell, Nokia, Lowe Worldwide, Grey Advertising and more. Since 2006, in positions ranging from developer to program and product
management, Rory has worn many hats while he helped grow On Brand into one of the most recognized user-friendly, brand management applications available today. During
his tenure, the company has grown from 15 to 200 people. On Brand is built on the powerful, proprietary Java based web application framework Unify.
Holds an MS in Computer Science from the University of Birmingham
PRINCE2 Project Management Certified"
Rory McClelland
On Brand and Unify Product Manager
North Plains Systems
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© 2013 IO Integration, Inc. All rights reserved.
multi-channel content marketing technology Creating engaging consumer experiences for maximum brand value
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© 2013 IO Integration, Inc. All rights reserved.
Creatives create . . .
Let technology
communicate.
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© 2013 IO Integration, Inc. All rights reserved. 7
Mission
Tactics
Measurement
Customer Intelligence
THEN NOW
Represent the brand Finding customer
Mass Advertising Demographic
Point in time blasts Few isolated channels
3rd party table Intuitive decision making
• Represent the consumer • Find the consumer
• 1:1 targeting • Behavioral
• Continuous relationship • Exploding integration channels
• Owned big data • Fact based decision making
Marketing is transforming
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© 2013 IO Integration, Inc. All rights reserved. 8
Technology is driving new conversations . . .
…with consumers across every
media platform
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© 2013 IO Integration, Inc. All rights reserved.
And it’s going to continue to grow . . .
TB/yr
2013 2014 2018
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© 2013 IO Integration, Inc. All rights reserved. 10
Did you know…
60% of all goods are bought on the
strength of the brand communications. Source: Millard Brown
And Brands need to build consumer experiences to be relevant
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© 2013 IO Integration, Inc. All rights reserved.
Why - because other brands are doing it better!
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© 2013 IO Integration, Inc. All rights reserved.
And every brand needs a 1:1 Consumer Relationship
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1:1
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© 2013 IO Integration, Inc. All rights reserved.
• Centalize all media-content assets
• Build a uniform Global Creative/Publishing Platform
• Enable all online, offline, social and mobile media
• Integrate ERP/CRM for personalized context
• Build uniform, agile and adaptive content experiences
• Listen and analyze content interactions
• Deliver relevant, engaging and interactive content
So how do you monetize content (because really-good content sells)
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© 2013 IO Integration, Inc. All rights reserved.
Apps CRMs
Marketing Media Channels
Events & Promotions
Social Media Magazines Web2Print Intranets Websites
Blogs
Data & Information
Branded content
consumer brand value
To maximize the value of your Content Communication Strategy
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© 2013 IO Integration, Inc. All rights reserved.
Web Print
Mobile Social Networks
PIM/ERP CRM
Analytics Geospatial
e-commerce
Customer engagement
Customer experience
Content
Well at IOI, we bring together brands and marketing technology
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© 2013 IO Integration, Inc. All rights reserved.
Marketing Resource and Brand Management solutions that automate the creation, production and execution of media content across multiple-marketing channels.
• Creating once delivering multiple online and offline Consumer experiences.
• Executing through internal and external communication channels
Media Asset Management
Publishing / Creative
All Channels Offline Online
Consumer Experience
By using smart people and smarter technology
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© 2013 IO Integration, Inc. All rights reserved.
With this technology . . .
Higher Efficiency in all processes Higher Creativity – less transaction work
Higher Quality – less mistakes
Fast – on all channels
Save money – system amortized quickly
…your marketing will start working really hard in every area.
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© 2013 IO Integration, Inc. All rights reserved.
And your consumers will really . . .
Your brand!
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© 2014 IO Integration, Inc. All rights reserved.
Talk to IOI. Win markets, win customers More about censhare
More about David Parker
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Corporate
Overview
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We enable companies to connect with, and engage, people by unleashing the power of their Visual Media
Our Mission
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20 years experience
1400 installations
+ 1,000,000 active users
+
Global Reach
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• Large collection of Visual assets
• Multi-brands / multi-markets / multi-channel
• Reduced time to market
• collaborative work process / environment
• Regulatory compliance / brand integrity
Creatives In-House Creative Teams, Digital And Print Agencies
Production Publishers Media & Entertainment
Marketing Global Brands
// Various Needs
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CONNECTINGYOUR
WORLD
- Accelerate time to market - Increase relevancy - Maintain branding consistency - Ensure control - Improve effectiveness - Create impact
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Creative Asset Lifecycle
MANAGE LEVERAGE
visual assets efficiently and effectively
PRODUCE
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PRODUCE
Design
Layout Synchronize
Capture
Re-Express Proof
visual asset creation / production
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MANAGE
Tag Curate Organize
Automate
Transform
visual asset management
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LEVERAGE
across all output devices, media & platforms
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Comprehensive Portfolio
visual asset
PRODUCE
visual asset
MANAGE
visual asset
LEVERAGE
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Solutions Portfolio
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North Plains Confidential
On Brand Overview23 April 2014
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North Plains Confidential
About me
Rory McClelland
Product Manager, On Brand & Unify
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North Plains Confidential
Agenda
● Introduction● What is On Brand and Brand Asset Management?● How does this differ from DAM?● What makes it different in the market?● What is the difference between On Brand & On Brand Enterprise?● Example clients: Distell, US Army, Exelon and BBC● Live demonstration● Questions and answers session
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North Plains Confidential
What is On Brand and Brand Asset Management
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North Plains Confidential
What is On Brand
On Brand is an out-of-the-box Brand Asset Management solution
In simple terms: It is a SaaS Cloud based web application.
It provides four quick-to-deploy modules and can be further customised with the addition of print and campaign management.
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North Plains Confidential
On Brand Clients
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North Plains Confidential
What is On Brand
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North Plains Confidential
Asset Management
● Enterprise search based● Track usage & control access● Share assets ● Collaborative lightboxes● Update notifications● Role based permissions● Automatic media conversions
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North Plains Confidential
Brand Guidelines
● Simple guidelines builder● Easily create sections & folders● Create media rich articles● Link videos, images, documents● Showcase work● Guide users on correct usage● Sales kits, tool kits, & more
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North Plains Confidential
Creative Workflow
● Centrally manage entire creative workflows
● Annotate media● Group commenting and
discussions● Project overview and reports● Easily approve assets through
the workflow
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North Plains Confidential
Reporting
● Audit trails and usage reporting● View asset popularity and use● Group stats for summaries● View user searches● Configurable columns● Easily export reports
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North Plains Confidential
Dynamic Publishing (web-to-print)
An additional customised module not available out-of-the-box
● Easily localise approved artwork and templates
● Guide users through simple and easy artwork creation
● Provide approval workflows● Industry standard InDesign
template based● Clearly show users where they can
and can’t modify
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North Plains Confidential
Campaign Management
An additional customised module not available out-of-the-box
● Implement continuous campaign improvements; reduce costs, time and effort
● View and review multiple creative workflow projects within a single campaign
● View campaign statistics, budgets, and costs
● Campaign and project auditing
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North Plains Confidential
What is Brand Asset Management
● Similarities with Digital Asset Management – but approved brand assets
● It incorporates management of brand guidelines● Brand approvals and compliance is central to its
success
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North Plains Confidential
How does this differ from DAM
● Brand asset management focuses on approved digital files for brands
● These are typically final artwork, logos, branding, packaging, videos files
● Emphasis is on guiding end-users to the correct asset through brand guidelines, tools, best practice articles, and search.
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North Plains Confidential
How does this differ from DAM?
● Key to BAM is controlling access, compliance, and ensuring effective distribution of assets
● Connect users to the right assets, easily● It ensures approved assets are reused &
localised rather than duplicated● Using a BAM solution
ultimately increases the accuracy and efficiency for brands
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North Plains Confidential
Who benefits from On Brand?
Roles:CMOs, Brand Managers, Digital Managers,Creative Directors, Marketing Operations,Marketing Compliance, Asset Managers, Creative Agencies, Creative Departments
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North Plains Confidential
Example Clients
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North Plains Confidential
Distell
● Global company with over 75 brands● Needed centralised, easy to use system● Take back control from agencies
(days to get assets)● Empower brand managers to manage
own assets and themed portals● Improve efficiency and accuracy of
brand asset creation and distribution
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North Plains Confidential
Distell Brand360 – 60 Brands in One System
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North Plains Confidential
US Army (On Brand Enterprise)
● Tailored On Brand solution● Configured look & feel and structure● Best practice articles, templates● Ratings, insights, events● Multiple asset libraries● Logo finder
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North Plains Confidential
US Army (On Brand Enterprise)
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North Plains Confidential
US Army (On Brand Enterprise) – Logo finder
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North Plains Confidential
Exelon
● Centralised resource for Exelon group of companies● Over 10,000 users within weeks of going live● Single brand portal with multiple brands & guidelines● Utilise Creative Workflow module for creative approvals
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North Plains Confidential
Exelon
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North Plains Confidential
Exelon
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North Plains Confidential
BBC (On Brand Enterprise)
● Tailored On Brand solution that allows the BBC to streamline their brand and creative marketing processes
● Includes planning, campaign, resource, brand management
● Single solution to deliver greater efficiency, transparency and accountability
● Chose North Plains because of flexibility, approach and domain expertise
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North Plains Confidential
BBC (On Brand Enterprise)
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North Plains Confidential
BBC (On Brand Enterprise)
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North Plains Confidential
BBC (On Brand Enterprise)
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North Plains Confidential
Live demonstration
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North Plains Confidential
Summary
● High adoption – clear, simple & intuitive● Flexible – On Brand or On Brand Enterprise● Multi branded – Themed, permission based brands● Modular – 6 Pre-built OOTB modules● Cloud based – Hosted, secure, managed● Interoperability – Integration options
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North Plains Confidential
Questions and answers
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North Plains Confidential
Thank You