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The Future of Brand Management is Complexity Management
Managing a brand today — let alone a global brand or brand portfolio — is fundamentally different than it was 15 years ago. One of the most profound differences is the level of complexity involved in modern brand management. We’ve spoken at great lengths before about the impact social, smartphones, connected devices and globalization are having on the brand building process, but the net results are very tangible — and often, acutely painful — for marketers.
Take the example of a hypothetical “multi-channel” digital marketing campaign. If you launched that campaign in 2000, you had three channels to reach customers: (1) email, (2) your website and (3) display ads. Arguably, search was a fourth channel, but remember this is three years before Google launched AdWords. You likely partnered with one advertising agency, and you stored a small number of campaign files locally on desktops, hard drives and disks. Overall, digital was a side dish at the marketing table: Facebook didn’t exist, only 6% of the world’s population had internet access and TV reigned as the only relevant screen for reaching consumers.
Today, the complexity of that same campaign has increased exponentially. Crops and custom assets are needed for dozens of different ad units and channels (and, in some cases, devices and regional markets), files are spread across inboxes, internal asset libraries, content management systems and cloud hosting services, and campaign execution may involve coordinating between multiple remote teams and agencies. Marketing without digital has become unthinkable, thanks to Facebook’s 1.4+ billion monthly users, ten-fold growth in global internet usage to 3 billion people and mobile becoming the first screen by share of consumer attention.
According to Columbia Business School professor Rita Gunther McGrath, there are three ingredients for complexity:
- Multiplicity – the number of potentially interacting elements.
Interdependence – how connected those elements are.
Diversity – how different the elements are.
Applying McGrath’s three complexity ingredients to marketing, it’s clear modern brand management has become a battle against complexity: ten times as many internet users are being exposed to exponentially growing volumes of digital content throughout the physical world and in digital. That means more places where your brand is seen, shared, purchased and spoken to, all of which adds complexity to brand management, thereby making your job harder.
That’s why we’re thrilled to announce a new solution to help you cut down on marketing complexity: Percolate Asset Manager. Designed to win back weekends and cut down on late nights in the office looking for the right version of that file you need, Asset Manager completely re-envisions file management for marketing, providing one secure, central place to organize and manage all your marketing files and brand elements, including images, videos, audio, PDFs, Adobe Creative artwork, Microsoft Office documents and more.
Best of all, Asset Manager fully integrates across all of Percolate, enabling team to quickly use and edit Asset Manager files during campaign planning, brief creation or content distribution.
File management may not be the flashiest feature release we’ll make at Percolate, but it’s a critical element of marketing productivity and brand safety. In a recent Forrester study of a CPG company with $2 billion in annual revenue, the brand realized $5 million in yearly net savings by introducing a central repository for marketing images. Our own internal analysis of a global retail client using Percolate also arrives at similar findings: annual ROI of $5.1 million from media sourcing savings, time savings and reductions in media production costs. From a brand management standpoint, giving every marketer in your company a single, easy-to-navigate destination for all their approved, on-brand files ensures universal brand consistency and message quality.
Goodbye complexity, hello better brand management.
To learn more about the capabilities and benefits of Percolate’s new Asset Manager, click here.