Embrace your inner brand cop! How to build a digital asset management system to manage a corporate brand as strategic asset in a decentralized organization. Full article to be published in the Journal of Digital Media Management - Volume Two Number Three (January 2014)

1. Good cop, bad cop, brand cop
Turning brand managers into asset managers
Brant Long
Global Brand Director
28 June 2013

3. 5

12. My strategic imperatives
•Modernise marketing
•Go global
•Build (and differentiate) our brand

14. 16

16. ‘It would be great to see what others are doing’
‘I couldn’t find what I was looking for’
‘When are we getting new templates?’
‘Do we have to use these images?’
‘Boring’

17. 1. Location
2. Location
3. Location

18. Practical requirements
1. A place
2. Less friction
3. Keep it fresh
4. It looks like ours

24. From
• Local
To
• Global
• Fragmented
• Selectively centralised
• Coax and cajole
• Command and control
• Brand police
• Brand champions
• Brand management
• Asset management

25. Redefine ROI*
• Culture
• Quality
- Allay fears of digitisation
and globalisation
- Use the power of pictures
- Revitalise the teams
- Do fewer things better
- Create a community
- Recognise and celebrate
* Return on intangibles
- Stimulate and set free

26. Brant Long
brant.long@jll.com
© 2013 Jones Lang LaSalle. All rights reserved.