© 2013 Brandworkz Ltd

How to get any 3rd party to communicate your brand

consistently.

Hello and Welcome

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Jens Lundgaard

Founder and CEO

Abigayle Norman

Content Marketing Manager

Housekeeping

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You are

all mute.

Feel free

to ask any

questions

here.

Social Media

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• Connect with us on social media for the latest information

and news.

• The hashtag for today’s webinar is #brandconsistency.

@brandworkzworld Brandworkz

Jens Lundgaard

Abigayle Norman

Brandworkz

Introduction

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• Challenge: Getting 3rd parties to communicate our brand

consistently across all our channels.

• Brand inconsistency leads to chaos and confused

customers.

Align Internal Teams

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• The first step in minimizing brand chaos and getting on the

road to consistency.

• Contact me at abigayle.norman@brandworkz.com for a

copy of the recording and slides

Brand and company value

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• Brand is a key intangible business asset.

• It is the key driver of competitive advantage and sales.

• Defines who you are, how you operate and how you

differentiate.

• In the 1980s tangible assets made up 75% of company value.

• Today intangible assets make up 80% of company value.

Brand and company value

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• Coca-Cola’s brand is worth 50% of the company value or

$73 billion.

• Coke is able to charge a 112% premium for their brand

because of their clear, consistent brand messages.

Brand and company value

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• 10% above the water is the brand messages that

consumers see.

• 90% below the water is everything that makes is possible

to send consistent brand messages to consumers.

Client Examples

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JLL: The Story

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• Grew quickly through acquisition.

• Challenge:

• needed to align 45,000 people in 1,000 offices and 70

countries to the brand message.

• needed to ensure the communicated the brand

consistently.

• Needed to allow for quick on brand localization of

marketing materials.

• Didn’t want to lose autonomy.

JLL: Solution

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JLL: Results

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• Cohesion, clarity

and draws people

into the brand.

• Increased the

sharing of

marketing

materials.

• Increase in brand

consistency.

• Saved money.

• Gave all parties

access to the

correct materials

every time.

Transitions: The Story

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• Had an old digital asset management system that just

wasn’t working.

• Challenge:

• Needed to get 1,200 people in 15 countries and 5

geographical regions to communicate the brand

consistently.

• Had a serious lack of brand consistency.

• Needed reduce the number of requests to the central

team.

• Needed to give autonomy with out losing brand

consistency.

Transitions: Solution

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Transitions: Results

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• Increased

productivity.

• Control over

the brand.

• Reduced

requests.

• Savings of

$500,000.

• Autonomy

without

sacrificing

consistency.

Common Themes

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• Autonomy without losing consistency.

• Self-service.

• Easy to use.

• Draw people in.

• Give access to the materials needed.

• Reduce low level requests to head office.

Tips to getting people engaged with your brand

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• Quick sign off on localized content.

• Head office can’t be seen as the brand police.

• Make the system something people will want to use.

• Encourage reuse of current campaigns from other regions

or countries.

• Communicate the brand story.

Tips to getting sign off or budget

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• Request our ROI calculator and we’ll take you through it

and show you where your costs savings will come from.

• Visit our case studies page to view more examples of

successful projects.

• Have a chat with one of our brand management experts.

Key Takeaways

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1. Align internal teams.

2. Encourage sharing of marketing materials from across

channels.

3. Give end users autonomy.

4. Keep it simple. Make sure the process or system is easy

to use.

Q&A

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Thank You

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• Please don’t hesitate to get in touch with us if you have

any questions or are interested in learning more about

Brandworkz.

• Website: www.brandworkz.com

• Phone Number: +44 (0)20 7288 9700

• Email: info@brandworkz.com