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Stop Branding Pollution: Managing brand complexity & ensuring consistency

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Originally presented at the Adam Sync event in May 2015.

Published in: Business
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Stop Branding Pollution: Managing brand complexity & ensuring consistency

  1. 1. STOP BRANDING POLLUTION: MANAGING BRAND COMPLEXITY & ENSURING CONSISTENCY
  2. 2. BECAUSE IT’S THE …….
  3. 3. REPLACING EMAIL & JOB BAGS W. ONLINE PROOFING Make it easy to Capture/Communicate Clear & Actionable Feedback
  4. 4. TECH IS ONLY ONE PIECE OF THE PUZZLE
  5. 5. • Measurement & Success image Successfully solving Review & Approval needs to be based on measurement”
  6. 6. • Fortune 500; financial services • Thousands of campaigns, tens of thousands of assets • 3 dozen agencies + large internal team
  7. 7. R&A SUPPLY CHAIN CASE STUDY PRE SUPPLY CHAIN APPROACH WE FEEL WE HAVE A PROBLEM
  8. 8. R&A SUPPLY CHAIN CASE STUDY THE CHANGE & IMPACT • Approached client with facts • Behavior changed within 30 days • Eliminated 18% review time “fat” • Eliminated 1 entire revision round on average • Save time, capacity & margin • Avg. Review Cycle: decreased by 15 days • # Revisions/Asset: 4 to 1.8 • Savings: Hundreds of thousands $$$/yr.
  9. 9. • We know which agency is the most efficient by asset • We know how to staff quick turnaround projects • We are fixing how we work with “slow” agencies
  10. 10. • We are implementing R&A SLAs internally & externally • We have a benchmark to improve on • This year our goal is to reduce our R&A time by 15%
  11. 11. • Approval Process Compliance: 81% to 98% in 4 months • Minimized risk to brand • Minimized exposure to regulatory infractions
  12. 12. IF YOU REMEMBER JUST ONE THING
  13. 13. WANT TO TALK MORE ABOUT IT? Nish.Patel@ConceptShare.com @nishpatel 1.613.617.5778

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