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Connecting Creative and Technology for Brand Consistency


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Click to learn how MarTech can help connect creative and technology to facilitate brand consistency.

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Connecting Creative and Technology for Brand Consistency

  1. 1. Public
  2. 2. | Connecting Creative and Technology for Brand Consistency Chris Lang President, Bynder US
  3. 3. Foundation: Then and Now Interactions Among Teams Purpose of a brand Mediums Are brands evolving at the same rate of all this change? Are teams and technologies truly connected enough?
  4. 4. Digital interactions influenced retail sales to the tune of $2.2 trillion in 2015 (Deloitte) By 2017, there will be more internet traffic than all prior internet years combined (Cisco) Over 2 trillion Google searches are made every year (Search Engine Land) WordPress users produce about 65.4 million new posts and 44.8 million new comments each month (WordPress) Content Chaos
  5. 5. Welcome to the age of digital! “‘Digital marketing’ is redundant” - Salesforce 90% of customers expect consistent interactions across channels (DMNews) 64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing (DMNews) Only 16 % of marketers feel that their organizations are delivering customer experiences that truly fulfill their brand promises (CMO Council)
  6. 6. Where Are All the Marketers? But what does marketing hiring look like today? (Source:
  7. 7. Welcome to the age of replacing humans with technology! CMOs buy systems now for emerging tactics and channels Spending on marketing technology has surpassed advertising spending (Gartner) 78% of businesses indicate they plan on adding more SaaS platforms to their organization (Better Buys) “We’ve got a platform for that”
  8. 8. There Are Several Options
  9. 9. Result Team Challenge Marketer or System Admin? Toggling between different automation platforms Less time for great marketing and innovative ideas Brand Challenge Developing strong brand identity Maintaining strong brand identity Internally: platform to platform Externally: cross-channel
  10. 10. | System vs Ecosystem A collection of systems does not equal one cohesive ecosystem
  11. 11. | The Cohesive Branding Technology Ecosystem
  12. 12. The Game of Telephone in MarTech The brand message runs through a ‘game of telephone' across all systems The potential for each platform peaks if it does not fit into the ecosystem When the message gets confused...
  13. 13. The Importance of the Ecosystem The technology ecosystem powers the brand in 2016 The role of the brand today: First touch awareness Customer experience and retention “Crucial financial asset” - Forrester Not a catchphrase, but a lifestyle
  14. 14. The Right Way Branded experience powered by technology
  15. 15. The Wrong Way The Panasonic 'Woody' (source:
  16. 16. The Wrong Way Bob from Sales
  17. 17. The Wrong Way Bob from Sales: Pulls the wrong document from the brand portal… Cites the wrong information off the website or intranet... Result: Deals lost, brand diluted, legal ramifications Bob = The ROI Destroyer
  18. 18. | Review: Systems vs Ecosystem The purpose of a brand now vs. a brand then A collection of technology systems does not equal one cohesive technology ecosystem
  19. 19. What’s a Brand to Do? Short Term: Establish brand guidelines Prioritize connectivity for branding Sunset platforms that break the chain Beyond marketing, start acknowledging: Who has their hands on digital Who is shaping brand identity How they are using platforms and accessing the assets
  20. 20. What’s a Brand to Do? Long Term: Connectivity = pillar of brand strategy and business strategy Look out for the do-it-all platforms APIs & Plugins Mergers & Acquisitions activity Long term ideal: one branding ecosystem platform
  21. 21. Closing Thoughts @getbynder @Chris_Lang_
  22. 22. Thank You!