1. The ROI of Smart
Brand Management
Harnessing the power
of digital systems for a
stronger brand
Leading Brand
TechnologyTM

2. BrandWizard | Pg. 1
The ROI of Smart Brand Management
Harnessing the power of digital systems
for a stronger brand
By Simon Ward
For organizations of all kinds, consistency What’s in the toolbox? Sideline mistakes
in brand expression is one of the most
Guidelines and templates have been the It takes years of effort to build value in a
important benchmarks for success.
brand manager’s traditional allies, providing brand, but only moments to diminish it.
As touchpoints increase and consumers
official standards to ensure the legacy color Something as seemingly minor as using
become more sophisticated and perceptive,
always matches and the paper stock delivers a previous version of a logo or the wrong
brand managers play an increasingly
the right impression. Unfortunately, with typeface in a piece of signage can suggest
essential role by ensuring a cohesive
an ever-expanding catalog of touchpoints, a company that lacks discipline and doesn’t
experience at every stop along the
these tools often lack the flexibility needed pay attention to the details. In a world rich
customer journey.
to guarantee a consistent experience in backlash through blogs, Twitter feeds
With this in mind, Interbrand and its digital wherever the brand is encountered. and photo-sharing sites, the damage can
asset management systems specialist, be instantaneous and immense.
BrandWizard, conducted research into Brand managers have learned
DAM systems are designed, however, to
what brand managers felt they were missing that the simpler it is to access
prevent mistakes like these and countless
from their current systems and what sort and navigate an online others by providing a central repository
of improvements they longed for. What
platform, the more likely users of the latest identity assets, as well as
resulted was a thorough discussion on
exactly what consistency is and how digital are to embrace it. guidelines and templates on how to use
them. Easy to access and navigate, these
asset management (DAM) systems can help In a recent survey, Interbrand approached platforms can provide valuable assistance
them achieve it. a number of brand managers about their by eliminating guesswork and freeing
Getting it right the first time, all the time current asset management systems; nearly brand managers from fielding countless
half said they were less than satisfied and questions on what is approved and what
Consistency is defined as the degree to saw significant room for improvement. The is obsolete. With less policing and fewer
which a brand is experienced without fail survey clearly showed that most managers mistakes to fix, brand managers can then
across all touchpoints and formats. In a fully appreciate the importance of effective realize significant savings to their budgets
perfect world, a brand is expressed the exact systems to maintain a consistent brand. while having more time to maximize the
same way in New York City as it is in New
In response, more and more brand value of the brand.
South Wales. In reality, implementation is
a constant challenge, sapping both time and managers are looking to DAM systems for The right proportions
budgets as mistakes are fixed, best practices help. Similar to a company’s intranet, these
online platforms provide a centralized With each organization’s unique needs,
are put into place, and employees are trained
resource for employees at every level of an there is no such thing as one-size-fits-all,
on the importance of staying on brand.
organization to learn about the brand and or even one-size-fits-most. The advantage
When a company operates in multiple
access the tools needed to deliver on of a digital asset management system is
categories and geographies, the chances
it efficiently and effectively. that its size and structure can be precisely
of an inconsistency hurting brand value
tailored to the needs of the brand. By
rise exponentially.
eliminating unnecessary sections and
functionality, users find it easier to navigate

3. The ROI of Smart Brand Management: Harnessing the power of digital systems for a stronger brand BrandWizard | Pg. 2
With less policing and fewer mistakes to fix,
brand managers can realize significant savings
to their budgets and have more time to
maximize the value of the brand.
content and locate only the assets they management tool. By hosting essential Rather than an asset repository, many
need for their project or their role. As a documents, tracking project phases, brand managers are thinking of these
company expands its portfolio or moves updating delivery schedules, monitoring platforms as content delivery systems,
into new markets, the system can scale resources and more – often on a and inviting various groups in their
proportionally to meet a greater range minute-by-minute basis – it can become organizations to use them as such. In the
of needs and assist more employees in a master resource that focuses every process, they reach more people and
delivering a consistent brand experience. employee’s efforts. realize more value than they could before.
For companies launching or re-launching With this greater transparency, it is easier What it adds up to
brands on a global scale, DAM systems can to spot inefficiencies – and with them
With more effective systems in place –
be essential to ensuring rollout is seamless money-saving opportunities – meaning a
systems that take into account the exact
and by the numbers, saving precious brand can get to market faster and enjoy a
needs of the brand and employee usage –
resources and extending implementation significant advantage over the competition.
brand managers foresee a dramatic rate of
budgets further.
Now with more value adoption and with it, greater consistency in
Think about who’s using it their brand expressions as a result.
Many brand managers are using DAM
Traditionally, online tools have been systems for more than storing files and One of the benefits, of course, is a stronger,
designed around functionality and documents. They are also using them to more authoritative brand, one that is
developed to include the maximum number deliver content in multiple formats and clearly differentiated from its competitors,
of features, leaving the user experience a therefore extending its value. and whose offerings are preferred in the
secondary concern. Not surprisingly, this marketplace , in short a brand worthy of
approach often leaves less-savvy tech users It takes years of effort to build the loyalty of its customers.
intimidated and looking for ways to avoid value in a brand, but only
But there are more immediate benefits
logging on. moments to diminish it. as well, especially ROI. Through a
As DAM design has progressed, a smooth, For example, a DAM system can be well-designed DAM system, process
easy–to–engage interface has become a instrumental in managing a piece of and output efficiency can increase
critical component equal in importance to collateral by making it easy to track versions dramatically, preserving operational
content and functionality. Brand managers and provide access to the document, as well budgets from the constant drain
have learned that the simpler it is to access as facilitate communication between the of traditional implementation and
and navigate an online platform, the more relevant groups. management strategies.
likely users are to embrace it. Because
One example is an employee’s original Once in place, a DAM system can even
better-designed DAM systems feature
thought piece written on behalf of the bring about cultural changes by promoting
the same look and feel and ease of use as
brand. The draft of the article is entered internal understanding of the brand,
popular websites, employees are more
in its original form into the DAM system its goals and how to deliver on it. With
comfortable with the system, meaning
where versions are tracked, and other the brand playing such a central role in
a higher rate of adoption, a better return
groups, such as editors, web specialists and everyone’s day-to-day work, it becomes
on investment and a more consistently
designers, can easily access the document. easier than ever for brand managers to
delivered brand as a result.
By also facilitating communication between ensure the consistent expressions that are
Stay focused these various groups, the DAM system so critical to a successful brand.■
A well-implemented DAM system can makes it simple to translate the collateral
fundamentally change the way employees across media, from journal to web to case
work by providing a centralized workflow study to archive.

4. Simon Ward
Simon is the Business Development Director
of BrandWizard, responsible for new business
and marketing globally.
Like most of us, Simon uses technology
every day, interacting with friends,
colleagues and brands. Merging this personal
experience, brand consultancy background
and BrandWizard technology knowledge,
Simon’s a strong believer that businesses and
marketers could harness technology far more
effectively for strategic brand growth.
Simon Ward
Business Development Director, BrandWizard
T: 212 798 7545
simon.ward@brandwizard.com
interbrand.com Leading brand Creating and managing
brandwizard.com technologyTM brand value
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