This white paper discusses how brand point management improves a business’ ability to react to the marketplace more quickly. Brand point management promotes marketplace agility by considering three critical components: people, process and technology.
Pharmaceutical Branding: Therapeutic Franchise / Range Brand ModelDavid Delong
The traditional pharmaceutical branding model is flawed strategically, tactically and financially. In this presentation we review the different branding models available to pharma with a focus on the disadvantages of the current pharma Brand as Product model
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
Pharmaceutical Branding: Therapeutic Franchise / Range Brand ModelDavid Delong
The traditional pharmaceutical branding model is flawed strategically, tactically and financially. In this presentation we review the different branding models available to pharma with a focus on the disadvantages of the current pharma Brand as Product model
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Healthscape Pharma Marketing Capability Building Program "Building Big Brands"Shailesh Rau
HealthScape is a strategic consulting and business advisory services firm set up in 2012. HealthScape provides data driven strategic insights and helps build both marketing and strategic capabilities in building big brands, product portfolios and new product launches. We aim to be the preferred and trusted partner across all dimensions of product marketing and portfolio management. We also drive high science programs besides product marketing like market shaping/disease shaping initiatives, Preceptorship Programs, CME Accredited Modules etc.
Capability Building Program:
Building Big Brands is a marketing workshop which is delivered over a period of six days, and followed by hand holding of participants over a period of 6-12 months.
Target Audience: Product Managers, Marketing Managers, Medical Affairs Managers and Market Research.
Program revolves over three key pillars which are:
A. Thorough environment scan to develop deeper understanding and value of key insights,
B. The art and science of brand positioning and
C. Conveying this value proposition in a powerful way, so as to build a solid differential over competition.
Each of these pillars is delivered through following workshop modules:
1. Importance of key customer insights
a. Fundamental understanding on insights, importance and value of market research.
b. Tools
c. Templates (A standard process for any organization to bring in a discipline)
d. Case Studies (Both from Pharma and non-pharma)
e. Simulation exercise on company’s own brand
2. Importance of Brand Positioning
a. Fundamental understanding of both science and art of developing brand positioning statement
b. Tools
c. Templates
d. Case Studies (Both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
3. How to develop powerful communication/ Medico-Marketing Programs
a. Fundamental understanding of communication strategy
b. Tools
c. Templates
d. Case Studies (both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
We ensure that this does not get viewed as a mere annual activity, but create a back bone of the functioning and we strongly recommend a simulation of these learnings on one of the company’s own brand.
This method of delivery of this workshop makes it most unique and valuable capability building program.
this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
Three Secrets to Becoming a Mobile Security SuperheroSkycure
View recorded webinar here - http://hubs.ly/H03W-Ns0
Learn the secrets of one mobile security superhero as he details his journey to defend his organization, the 2nd largest beverage distributor, against mobile threats.
When Healthcare Data Analysts Fulfill the Data Detective RoleHealth Catalyst
There’s a new way to think about healthcare data analysts. Give them the responsibilities of a data detective. If ever there were a Sherlock Holmes of healthcare analytics, it’s the analyst who thinks like a detective. Part scientist, part bloodhound, part magician, the healthcare data detective thrives on discovery, extracting pearls of insight where others have previously returned emptyhanded. This valuable role comprises critical thinkers, story engineers, and sleuths who look at healthcare data in a different way. Three attributes define the data detective:
They are inquisitive and relentless with their questions.
They let the data inform.
They drive to the heart of what matters.
Innovative analytics leaders understand the importance of supporting the data analyst through the data detective career track, and the need to start developing this role right away in the pursuit of outcomes improvement in all healthcare domains.
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Healthscape Pharma Marketing Capability Building Program "Building Big Brands"Shailesh Rau
HealthScape is a strategic consulting and business advisory services firm set up in 2012. HealthScape provides data driven strategic insights and helps build both marketing and strategic capabilities in building big brands, product portfolios and new product launches. We aim to be the preferred and trusted partner across all dimensions of product marketing and portfolio management. We also drive high science programs besides product marketing like market shaping/disease shaping initiatives, Preceptorship Programs, CME Accredited Modules etc.
Capability Building Program:
Building Big Brands is a marketing workshop which is delivered over a period of six days, and followed by hand holding of participants over a period of 6-12 months.
Target Audience: Product Managers, Marketing Managers, Medical Affairs Managers and Market Research.
Program revolves over three key pillars which are:
A. Thorough environment scan to develop deeper understanding and value of key insights,
B. The art and science of brand positioning and
C. Conveying this value proposition in a powerful way, so as to build a solid differential over competition.
Each of these pillars is delivered through following workshop modules:
1. Importance of key customer insights
a. Fundamental understanding on insights, importance and value of market research.
b. Tools
c. Templates (A standard process for any organization to bring in a discipline)
d. Case Studies (Both from Pharma and non-pharma)
e. Simulation exercise on company’s own brand
2. Importance of Brand Positioning
a. Fundamental understanding of both science and art of developing brand positioning statement
b. Tools
c. Templates
d. Case Studies (Both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
3. How to develop powerful communication/ Medico-Marketing Programs
a. Fundamental understanding of communication strategy
b. Tools
c. Templates
d. Case Studies (both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
We ensure that this does not get viewed as a mere annual activity, but create a back bone of the functioning and we strongly recommend a simulation of these learnings on one of the company’s own brand.
This method of delivery of this workshop makes it most unique and valuable capability building program.
this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
Three Secrets to Becoming a Mobile Security SuperheroSkycure
View recorded webinar here - http://hubs.ly/H03W-Ns0
Learn the secrets of one mobile security superhero as he details his journey to defend his organization, the 2nd largest beverage distributor, against mobile threats.
When Healthcare Data Analysts Fulfill the Data Detective RoleHealth Catalyst
There’s a new way to think about healthcare data analysts. Give them the responsibilities of a data detective. If ever there were a Sherlock Holmes of healthcare analytics, it’s the analyst who thinks like a detective. Part scientist, part bloodhound, part magician, the healthcare data detective thrives on discovery, extracting pearls of insight where others have previously returned emptyhanded. This valuable role comprises critical thinkers, story engineers, and sleuths who look at healthcare data in a different way. Three attributes define the data detective:
They are inquisitive and relentless with their questions.
They let the data inform.
They drive to the heart of what matters.
Innovative analytics leaders understand the importance of supporting the data analyst through the data detective career track, and the need to start developing this role right away in the pursuit of outcomes improvement in all healthcare domains.
Healthcare Analytics Adoption Model -- UpdatedHealth Catalyst
The Healthcare Analytics Adoption Model is the result of a collaboration of healthcare industry veterans over the last 15 years. The model borrows lessons learned from the HIMSS EMR Adoption Model, and describes an analogous approach for assessing the adoption of analytics in healthcare.
The Healthcare Analytics Adoption Model provides:
1) A framework for evaluating the industry’s adoption of analytics
2) A roadmap for organizations to measure their own progress toward analytic adoption
3) A framework for evaluating vendor products
This Analytics Adoption Model will enable healthcare organizations to fully understand and leverage the capabilities of analytics and so achieve the ultimate goal that has eluded most provider organizations – that of improving the quality of care while lowering costs and enhancing clinician and patient satisfaction.
How to Sustain Healthcare Quality Improvement in 3 Critical StepsHealth Catalyst
Many healthcare organizations don’t hold quality and cost gains because they don’t make improvement the backbone of their organization. Rather, they approach improvement as a series of initiatives. Ronald D. Snee, a fellow with the American Society for Quality states, “Many organizations focus on sustaining the gains only after improvement has been achieved. Intuitively, that may seem the correct sequence, but it is in fact backwards. The time to focus on sustaining improvement gains is well before the initiative is launched.”
Here are 3 critical organizational steps that can help sustain those gains.
Clinical Data Repository vs. A Data Warehouse - Which Do You Need?Health Catalyst
It can be confusing to know whether or not your health system needs to add a data warehouse unless you understand how it’s different from a clinical data repository. A clinical data repository consolidates data from various clinical sources, such as an EMR, to provide a clinical view of patients. A data warehouse, in comparison, provides a single source of truth for all types of data pulled in from the many source systems across the enterprise. The data warehouse also has these benefits: a faster time to value, flexible architecture to make easy adjustments, reduction in waste and inefficiencies, reduced errors, standardized reports, decreased wait times for reports, data governance and security.
What is the best Healthcare Data Warehouse Model for Your Organization?Health Catalyst
Join Steve Barlow as he addresses the strengths and weaknesses of each of the following three primary Data Model approaches for data warehousing in healthcare:
1. Enterprise Data Model
2. Independent Data Marts
3. Late-binding Solutions
Addressing the Change and Configuration Management ImperativePTC
Mention “Change and Configuration Management” (CCM) to even the boldest
manufacturing executives, and they’ll tell you it’s a serious and complex issue that is
frequently a stumbling block. More often than not, companies wistfully hope CCM
can be magically solved by a set of patchwork solutions.
Find out why the ability to operate effectively in business networks, be they coordinated or collaborative, is critical to sustaining competitive advantage in a commoditizing global economy. This white paper provides insight into the trend of business network transformation from top thought leaders and SAP executives.
Manufacturers, Retailers Look to Adaptive Supply Chains to Increase Revenue, ...Cognizant
Changing market dynamics and emerging technologies enables players across the consumer goods value chain to revisit their supply chain strategies to propel growth and gain operational efficiencies.
Idea management is an important part of management in the 21st. century. Watch this presentation to see how you can enhance your competitveness by implementing idea managment and how Ideas2benefit software can support your business.
Achieving Compliant Manufacturing Excellence through Real-time Performance Ma...FindWhitePapers
Consider how life sciences manufacturers can deal effectively with dynamic market needs, increased compliance requirements, more distributed manufacturing operations, and rapid product innovation.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Marketing Agility: A Brand Point Management Perspective
1. marketplace agility
a Brand point management perspective
ExEcutivE Summary
consumer-products, pharmaceutical, entertainment and Consistent Brand Experiences, which explains that
and other kinds of companies face tremendous challenges brand point management is a powerful means of guiding
today. Familiar marketing realities are changing by the a brand through today’s changing environment. in the
day, and manufacturers, service providers and retailers companion paper you are reading, a vital component of
now must redefine essential processes that encompass brand point management is explored: marketplace agility.
the entire life of a brand, from concept creation to When a company practices in the category of brand point
in-store presentation. management, marketplace agility is one direct, important
result. and it reinforces brand point management’s most
these realities have been treated in detail in the schawk® significant benefits – compelling and consistent brand
white paper, Brand Point Management: Creating Compelling experiences wherever consumers interact with a brand.
2. What iS markEtplacE agility and Why iS it thE BEnEfitS of markEtplacE agility
important today?
the benefits of marketplace agility include – but are not
a 2006 cornell University study defined marketplace agility limited to:
this way, in part:
• Quicker reaction to consumer needs and desires as
When there is early a steady stream of both large and small innovations in dictated by market research.
products, services, solutions, business models and even
communication internal processes that enable [a company] to leapfrog • The ability to beat the competition and to maximize
between upstream and outmaneuver current and would-be competitors…1 revenues in the introduction of new products or product
contributors in innovations. consumer products and healthcare products
several of today’s business realities explain why routinely report seven-figure incremental revenues for
strategy and design marketplace agility is paramount. each day eliminated from the to-market process.
and downstream
contributors in • Many forms of traditional advertising can’t be counted • The ability to tailor revenue generation patterns to
on alone to provide brand lift today. as a result, brands satisfy investors.
premedia, prepress, and retailers are turning to more sophisticated in-store
etc., there are promotions and presentation, innovative packaging and • More economical way to achieve sales lift in a tough
significant savings customized offerings. marketplace agility makes these economic climate through product/packaging modification
more timely and more impactful. vs. full-on new product launch.
of time and money.
• Consumers’ consumption patterns are changing, and • The ability to time and coordinate launches in multiple
they are demanding product innovation across the markets to avoid being beaten by the competition in
board. But there is good evidence that in the packaged- any market.
goods area (unlike healthcare, technology and process
• Overall cost reductions through manpower efficiencies
manufacturing), pure research-and-design spending
and the sourcing and producing of materials closer to
does not correlate to strong bottom-line results.2 this
2 has put an emphasis on smaller, incremental innovations,
their final marketplace.
in products and – increasingly – in packaging. agility • More flexible and strategic media buying thanks to
marketplace agility: a Brand point management perspective
is crucial here. quicker turnaround time and more control over the timing
ad delivery to publications.
• globalization is causing huge changes. manufacturers
and service providers are developing audiences in achiEving markEtplacE agility through
new locales and increasingly decentralizing their own Brand point managEmEnt
operations and sourcing goods and services closer to
where their consumers are. these changes, along with the schawk defines the category of brand point management
need to respond to changes in the availability of materials this way:
and vendor services, make agility paramount.
the strengthening of a brand through the delivery of
it is tempting to view efforts to increase marketplace compelling and consistent brand experiences that create
agility as too ambitious and not practicable in the current greater affinity between consumer and brand. Brand point
economy. But the fact is, they can pay benefits immediately, management touches all phases of a product’s life – from
and investments in areas like staff development and ideation to design to market implementation – because
technology can pay benefits permanently, the more so all phases contribute to that moment of interaction
as the economy improves. between that consumer and the brand.
marketplace agility is built into schawk’s offering of brand We can get a clear sense of how the category of brand point
point management services. its offerings speak directly management promotes marketplace agility by considering
to the services, solutions and processes referenced in the three critical components: people, process and technology.
cornell definition above. in the rest of this paper, we will
illuminate marketplace agility and place it in the context of
compelling and consistent brand experiences.
dyer, l., & ericksen, J. (2006). dynamic organizations: achieving marketplace agility through workforce scalability (caHrs Working
1
paper #06-12). ithaca, ny: cornell University, school of industrial and labor relations, center for advanced Human resource studies.
http://digitalcommons.ilr.cornell.edu/cahrswp/454
Jaruzelski, Barry, & dehoff, kevin. “smart spenders: the global innovation 1000.” From strategy+business, issue 45, Winter 2006.
2
3. people Broad economic forces and distinct trends in the brand-
management services sector now encourage the use of
the cornell study asserts that “workforce scalability” is: vendors that aggregate and synthesize brand-management
skills under one roof.
the capacity of an organization to keep its human
resources aligned on an ongoing basis by constantly process
digital asset transitioning from one human resource configuration to
another and another, ad infinitum, on a timely basis and First and foremost, marketplace agility requires discipline
management in a seamless way. on the brand’s part, and a commitment to improved
systems can ensure internal communications. When a brand is willing to
uniformity of visual it further suggests four dimensions in which this can be make this commitment, brand point management can
expressed: headcount, competence mix, deployment reward and leverage that commitment. When there is early
and written brand pattern and employee contributions. communication between upstream contributors in strategy
materials worldwide and design and downstream contributors in premedia,
and allow the brand Brand point management as envisioned and executed by
prepress and print management, there are significant
schawk addresses the first three of these directly. trends
to do economically in the brand-management world have contributed to
savings of time and money, more compelling and consistent
what it formerly brand experiences for consumers, and corresponding
positioning companies to handle a greater share of the
bottom-line benefits.
paid agencies to brand-management duties for cpgs, retailers and service
do repeatedly. providers. ten to fifteen years ago, advertising agencies Here are many of the more specific agility benefits of
were still the “brand managers” for many products. since brand point management services in terms of process:
that time, that duty has returned to many of the brands
themselves, with advertising agencies continuing with • Smoother, quicker hand-offs between successive
strategic, creative and executional work at the behest of departments, such as strategy and design, design
their clients’ in-house brand managers. and production art, and production art and print
conversion. this can significantly reduce the time
this continues today, but additional forces are at work. in
3 europe – and potentially in the U.s. within a few years – the
required for a project.
production or “executional” phase of brand management • Elimination of mistakes and missteps due to lack
marketplace agility: a Brand point management perspective
– premedia, prepress, graphics lifecycle management – is of understanding of the capabilities of downstream
being “decoupled” from ad agencies and migrating to partners and to lack of joint awareness of the project
vendors who are wholly or in some part devoted to execution brief in general.
and can do it with more agility and more economically. this
shifts the burden of human-resource configuration and • higher-quality deliverables due to synthesis of design
alignment onto the vendor, who is built to react to the ever- and premedia services. in increasingly complex areas
changing needs of multiple clients. like package design and printing, factors like innovative
substrates and new inks, new printing processes and
these brand-management trends couple with other demanding brand standards for color and image quality
kinds of outsourcing to offer significant benefits. Brands call for vendor synthesis.
increasingly contract with agencies to position outsourced
employees within the company itself to work as teams • Savings of time through: global workforces that
to handle myriad brand-management functions, from can work “round-the-clock” on digital elements of
strategy through execution. these employees are not only brand materials, such as advertisements, direct mail,
skilled in their core tasks, but their own companies have signage, packaging, etc.; global sourcing of vendors to
developed and taught them skills at adapting quickly to more closely align product, printing of packaging and
new workplaces, processes and cultures. major retailers fulfillment; and integrated services that aggregate
now reap the benefits of workers who have the familiarity premedia, printing and fulfillment under one roof.
and insight of permanent employees but work under finite,
• more favorable advertising rates and delivery
manageable and flexible contracts with companies.
schedules for ad materials to publications due to agility
especially in a challenging economy, the responsibility to and solid planning, especially given the challenging
commit to, train and organize a large permanent workforce advertising market for those publications.
can inhibit the very agility that the economy now demands.
4. When the brand, retailer or service provider makes a
commitment to the discipline required, brand point
Skill, relationships, Synergy:
management can reward that discipline with marketplace
agility in Brand point management
agility and the resulting time savings, cost savings and
revenue benefits. the simultaneous approval of product, a major food manufacturer found
packaging and ads is perhaps a utopian dream, but it’s a
that its artisanal flower brand was
concept that the category of brand point management strives
dropping quickly in the marketplace –
toward, with results. in the meantime, more compelling and
consistent brand experiences for consumers are a reality. to third overall – after a redesign that
was too dramatic and caught loyal
technology customers off-guard. the company
came to schawk for an adaptive
technology exists today that greatly facilitates the
redesign and got much more.
contributions from people and processes suggested above.
Foremost among these are graphics lifecycle management schawk’s adaptive-redesign experts
systems, which facilitate digital asset management, online returned to the brand’s core visual
proofing of images and designs, online project management
assets and very quickly executed a re-
and kpi (key performance indicators) reporting:
design that both refreshed the look and
• online – and therefore paperless – proofing and adhered to the imagery that conveyed
management systems streamline workflow and save the reassuring message of top quality.
resources and even flag jobs when they are “stuck” on
someone’s virtual desk. With each day crucial, schawk carried
the project through all premedia stages
• digital asset management systems can ensure uniformity and leveraged printer relationships
of visual and written brand materials worldwide and to have the packaging printed quickly
4 allow the brand to do economically what it formerly paid and at higher quality than the previous
agencies to do repeatedly. the cost of these processes,
agency had. schawk and its printer
such as the acquisition of a single brand image for use
partner understood the challenges of
marketplace agility: a Brand point management perspective
in a new context, is reduced enormously when all digital
brand assets are available worldwide on a shared network. printing on the demanding substrate
of flour packaging, and the results
• retail-performance and campaign-performance were superior.
management systems can give quick feedback that gives
brands the agility to make quick changes in strategy. Quickly back in the marketplace, the
brand began a return to the no. 1 spot
• Shared databases containing worldwide publication nationally. and the company asked
advertising specs and proprietary printing-press specs schawk to extend its redesign to all
save time and greatly improve the consistent quality of
of the brand’s skUs.
finished materials.
skill, relationships and the ability to
When purchased by brands and retailers, these systems
have incremental costs up-front, but they’re proven to begin synergize among several creative and
paying benefits immediately and to pay for themselves executional phases allowed schawk to
quickly through the elimination of work steps, increased bring impressive agility to a brand that
marketplace agility and the strengthening of the overall needed it. this is one benefit of schawk’s
brand experience in the marketplace. When used by delivery of brand point management.
vendors, such as printers, design agencies and premedia
companies, they confer benefits to clients without direct
cost to those clients.