Brant Long, the global brand director, outlines the need to modernize marketing and build their brand on a global scale. He identifies three strategic imperatives: modernize marketing, go global, and build and differentiate the brand. Long proposes moving from local brand management to centralized asset management, and shifting from coaxing compliance to commanding a unified approach. The presentation recommends developing an asset management system that provides a central place for assets, reduces friction, stays fresh and reflects their brand identity.

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2. “To protect and to serve”
Turning brand managers into asset managers
Brant Long
Global Brand Director
15 March 2012

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15. © Simon Sait on Flickr © Hotnacho on Flickr
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23. My strategic imperatives
• Modernise marketing
• Go global
• Build (and differentiate) our brand
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25. Brand attribute mind map
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31. ‘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’
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32. Three challenges
1. Location
2. Location
3. Location
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33. Asset management system requirements
1. A place
2. Less friction
3. Keep it fresh
4. It looks like us
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39. The journey
From To
• Local • Global
• Fragmented • Selectively centralised
• Coax and cajole • Command and control
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41. The journey
From To
• Local • Global
• Fragmented • Selectively centralised
• Coax and cajole • Command and control
• Brand police • Brand champions
• Brand management • Asset management
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43. Redefine ROI*
• Culture • Quality
- Allay fears of digitisation and globalisation - Use the power of pictures
- Revitalise the teams - Stimulate and set free
- Create a community - Do fewer things better
- Recognise and celebrate
* Return on intangibles
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