In this joint presentation with Diageo and VYRE, Gerry Brown discusses the importance of corporate branding, and how best practices can be enabled by Brand Asset Management technologies. This presentation preceeded a presentation on branding by Diageo, the world's largest premium drinks company, and home of such brands such as Smirnoff (vodka), Guinness (beer) and Johnny Walker (whisky).

1. Managing Corporate Brands
Gerry Brown
Director
MIS Associates
For: Diageo / VYRE Seminar
Date: Tuesday 29th May 2012
Location: The Hospital Club, London WC2

2. What does Gerry do?
 Strategy advisor
 Technology industry analyst
 Marketing lecturer
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3. Agenda
1. Why corporate branding is a business imperative
2. Managing risks to corporate brands
3. How Brand Asset Management helps / adds value
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4. What is Corporate Branding?
“Corporate branding unites
products or businesses by using a
single name, a shared visual
Monolithic
identity and a set of symbols. It is a
set of managed communications
Endorsed
activities to build favourable
associations and positive Branded
reputation with both internal and Olins (1989)
external stakeholders”.
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5. The Digital Age has facilitated
investment in Corporate Branding
“Transparency has come with digital technology.
People want to know who is the company behind
the brands.
What are the values? Are they interested in
making more than money? What is its purpose?”
P&Gs CMO, Marc Pritchard (May 2012)
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6. Managing Corporate Brands
Symbolism
Internal External
Audiences Communication Audiences
Behaviour
Birkigt & Stadler (1986)
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7. 6 Key Brand Elements
Recognition Transferable
The Corporate
Image Value Registerable
Brand
Price
Differentiated
Premium
Davies (1992)
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8. Corporate Branding Enables Other Marketing
Strategy Options
1. Product or service differentiation? 
2. Market segment focus? 
3. Outsource (be the low cost operator)? 
4. Product quality?
5. Price aggressively to acquire new customers? 
6. Business partnerships and channel distribution? 
7. Innovation? 
8. Collaboration / social media? 
9. Customer Loyalty? 
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9. “Putting all your eggs in one basket”
financial
performance
and
profitability
association
allegations of with
fraud disgraced
entities
mismanagem
Risk poor
ent or handling of
inappropriate crises and
behaviour the media
product regulatory
recalls or non-
service compliance
failures and litigation
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10. What are brand assets?
 Logos, slogans, tag lines, positioning statements
 Patents, Trademarks and Intellectual Property (IP)
 Advertising and Point-of-Sale materials
 Signage, presentations etc.
In technology terms “assets” refer to
rich media files such as marketing
images, product photography, video
and audio that form part of the brand
creative communications process.
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11. Some Brand Asset Management Issues
 Using outdated / inappropriate technologies “PowerPoint?!!”
 Search, location, access “Where have we put the logo?!”
 Version control “Is 2.2.1 or 2.1.2 the current version?”
 Rights management “Are you sure we can use this photo?”
 Re-use / re-purposing “A logo change costs that much?!”
 Approval processes / sign-off “It’s still in Corporate . . . “
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12. So what is Brand Asset Management?
“BAM is much more than just a central
repository. BAM is also a pro-active
management tool for closed loop, end-to-
end marketing that provides complete
visibility over marketing assets, rights,
approvals and usage”
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13. The Value of BAM: The 5 Cs
Collaboration
Compliance Cost
Value
of BAM
Control Consistency
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14. 7 Point Start-up Checklist
Governance
Stakeholder group
Personalisation & ownership
Outsource?
Incremental approach
Change management
Define goals
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15. Conclusions
 Corporate branding is key all-embracing marketing strategy in the
current digital age, but it comes with risk attached
. . . to quote Warren Buffett: "It takes 20 years to build a reputation
and five minutes to ruin it. If you think about that, you'll do things
differently“.
 BAM helps minimise the risks to brand integrity – and also reduces
waste and outsourcing costs, and improves marketers’ productivity
and effectiveness
 Enjoy the white paper (and the Diageo case study)!
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16. Thank you

17. Questions?
For a copy of the slides email:
gerry.brown@misassocs.com
Gerry Brown
Director, MIS Associates Limited
5 Kew Road, Richmond TW9 2PR
Mobile: +44 (0)7855 525598
Web: www.misassocs.com
Twitter: @gerrybrown
. . . optimise your marketing strategies
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