Your SlideShare is downloading. ×
New challenges in brand management  some automation solutions
New challenges in brand management  some automation solutions
New challenges in brand management  some automation solutions
New challenges in brand management  some automation solutions
New challenges in brand management  some automation solutions
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

New challenges in brand management some automation solutions

655

Published on

The expanded number of platforms on which a customer now interacts with a company has increased tenfold the complexity in managing customer perceptions of brand. …

The expanded number of platforms on which a customer now interacts with a company has increased tenfold the complexity in managing customer perceptions of brand.

Brand Management is an ongoing, enterprise-wide task, involving every unit of an organization. The goal: ensure that the position created for a brand is accurately reflected in the image customer’s develop. This white paper identifies these particular challenges and explains how automation software can ease the task of brand management across multiple platforms.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
655
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. NEW CHALLENGES IN BRAND MANAGEMENT: SOME AUTOMATION SOLUTIONS
  • 2. Executive SummaryThe expanded number of platforms on which a customer nowinteracts with a company has increased tenfold the complexity inmanaging customer perceptions of brand. Brand management is the complex effort to ensureBrand Management is an ongoing, enterprise-wide task, involving that once a product isevery unit of an organization. The goal: ensure that the positioncreated for a brand is accurately reflected in the image customer’s positioned, every singledevelop. This white paper identifies these particular challenges and interaction a customerexplains how automation software can ease the task of brandmanagement across multiple platforms. has with the organization precisely reflects that positioning.Brand Management; New avenues for brandpositioningBranding was traditionally synonymous with logos and advertisements, mascots and bottledesigns. The modern definition of “Branding” has abandoned this dated and non-customer-interactive notion. Brand management is the complex effort to ensure that once a product ispositioned, every single interaction a customer has with the organization precisely reflects thatpositioning. In short, every touch-point should be in lockstep with the message. (Disney andMcDonalds take this so seriously they created “colleges” for their employees) The challenge ismanaging and unifying the message as the number of meeting places with customers expands.Sites for interaction include … E-mails Customer service chat rooms Social networking sites: Facebook, MySpace, & Twitter Company websites Customer & industry Blogs, Franchisees Brick and mortar locationsThe challenge here is to project a consistent Brand image at all of these locations. From everycontact, customers take away a perception of the company that builds –or distorts-its brandimage. With the addition of each new channel for interaction comes the challenge to keep thatchannel in line with your internal brand positioning. On top of this, remember that socialnetworking has created a very public space where the customer initiates a discussion of thebrand, not the enterprise. (See also white paper Customer Care through Social Media)
  • 3.  In summary, all of these new platforms offer great new opportunities to reach new markets, and new customers in old market. However, they add layers of complexity and risk to the task of ensuring each interaction is appropriate and reflective of your brandWith these challenges facing the Brand Management function, MindMatrix proposes itssolutionAutomation Can HelpUse of technology can simplify the complex process of brand management. A good branding ormarketing automation software program can help in the following areas CONSISTENCY - A marketing automation program can lend the all-important element of consistency to Branding. Whether the company logo is appearing on a flyer, print advertisement, sales presentation or on its social networking page, automation can help ensure that the logo and other corporate branding mechanisms are consistent with the company standards. COST & TIME SAVINGS - By leveraging technology offered by marketing automation programs, the company can save on
  • 4. certain branding-related costs. For example, it would cost the company much more in terms of dollars and time if it had to individually brand every corporate communication. An advanced marketing automation program can replicate brand elements faster throughout the various communication channels, and at a lower cost than traditional methods. In short, it achieves greater accuracy, lower cost, and faster response times, all with a consistent message. COORDINATION: A good marketing automation software program would make sure that there’s conformity among all the marketing channels. The company’s message goes to the various avenues (including blogs, social media, e-mail marketing) in the same form and manner, assuring no dilution or distortion of the company messageBy bringing the various elements of brand management onto a single platform, automationmight just be the solution for the problems haunting brand management today.
  • 5. For the past 14 years, MindMatrix has been aligning sales and marketingfunctions for over 20,000 sales and marketing professionals across 200companies, from diverse verticals through its innovative sales andmarketing software and solutions.Unique to the industry, MindMatrix offers N ext Generation MarketingAutomation software on a single unified platform for Sales and Marketing.Our solutions bring about a seamless integration of the 2 functions helpingour clients derive the maximum benefit from their investment in marketingand sales automation.Contact me today to know more about how MindMatrix solutions can helpyou align your marketing and sales processes for improved results.

×