Business Proposition. Global Brand Management. Media Intelligent

Transcription

1 Business Proposition Global Brand Management

2 ADAM Software

3 Executive Summary º º The Challenge of increasing complexity Your global brand embodies one key message, but must communicate effectively to many audiences through many channels. Only centralized management of brand assets can guarantee a consistent message whatever the destination - see page 1 º º Key requirements for 21st Century global brand management A strong brand requires clear and controlled communications to stand out in the complexity of today s diverse, always-on world - see page 3 º º The Solution for media intelligent global brand management ADAM delivers a media intelligent way to centralize and control approved materials for brand consistency and impact across the globe - see page 5 º º The Proof that ADAM delivers better global brand management Gobal brand management is complex but the key drivers are simple: consistency, time-tomarket and cost savings. ADAM Software s media intelligent platform is proven to deliver on all three - see page 9 Realworld Scenario Realworld scenarios that illustrate how the ADAM platform is deployed for media intelligent brand management - see page 12 ADAM Software - Related Products ADAM Software components and related products for Brand Management - see page 15

4 The Challenge of increasing complexity Your global brand embodies one key message, but must communicate effectively to many audiences through many channels. Only centralized management of brand assets can guarantee a consistent message whatever the destination Brand consistency is vital. It makes the difference between marketing impact and communications confusion. To achieve brand consistency, marketing teams need strong control of the creation of brand assets, their usage and distribution. Timing is also critical, so global teams have the brand assets and guidelines they need to launch products and campaigns to local markets. And simplicity also plays a key part, to avoid time-consuming internal approvals and to ensure the immediate availability of logos, images and localized information for product launches or marketing campaigns on the other side of the world. Marketing professionals who manage global brands are finding their job of creating, controlling and distributing brand materials ever more complex. The teams involved in creating marketing collateral for products or product-ranges are often highly diverse, involving marketers, designers, external agencies, writers, printers and other technicians. Then there are the teams of people working on localizing brand assets for local markets translators and marketers who understand local tastes. Getting a global team of stakeholders to communicate together is hard enough, but channeling these different requirements into an intelligent and efficient marketing workflow is a real challenge. Brand managers need to control many factors including creative briefs, approvals, external input from agencies and/or clients, localized content, multi-lingual versioning, control of separate release cycles for products in different regions, device specific content, multi-channel distribution and more. 1

5 The Challenge of increasing complexity continued So as brands become global reaching out to customers through multiple channels in different languages at different times you need to rein in the complexity and make it easier for your teams to take your message to the market. Only a solution that intelligently organizes, controls and distributes brand assets as they move between people, processes and systems can provide this. At ADAM Software we have made it our explicit goal to provide solutions that do just that. There is a need for localized content, multi-lingual versioning, control of separate release cycles for products in different regions, device specific content, multi-channel distribution and more. 2

6 Key requirements for 21st Century global brand management A strong brand requires clear and controlled communications to stand out in the complexity of today s diverse, always-on world Typically a brand is personified in a wealth of digital assets from guidelines, logos, images, video, existing collateral to content that often needs to be repurposed for different publishing channels. It s a complex brand universe that you need to make simple for users to navigate through. Getting this right is tough even when you re working with colleagues at the same site. Add designers, printers or customers on the other side of the world to the mix and you need tools that make it easy to find, control and distribute your brand assets globally. Key requirements for global brand management today: º º Creating a centralized library that puts your brand at the heart of the marketing machine º º Intuitive organization of brand assets to simplify how users find and use collateral º º Ensuring the correct users are accessing only the latest, approved materials º º Clarifying varying levels of permissions for different user interactions creating, validating, downloading etc. so you control who does what º º Making approval processes fast and efficient, and cutting down on the spider-web of s º º Integrating marketing and communications workflows for smooth running campaigns º º Maintaining brand consistency whatever the language, format, distribution channel or campaign timing º º Scheduling the global release of brand materials in sync with product releases 3

7 º º Linking internal users and external partners and suppliers so everyone is working within the same brand universe º º Monitoring usage to track whom is accessing which brand assets and how they are using them If your brand needs controlled communication through an intelligent, intuitive and organized solution to manage and distribute brand assets then read on. The requirements for Brand Mangement continued 4

8 The Solution for media intelligent global brand management ADAM delivers a media intelligent way to centralize and control approved materials for brand consistency and impact across the globe Moving from a way of working that has multiple versions of brand assets scattered across the globe to a simplified, centralized powerful DAM system needn t be a logistical nightmare. ADAM Software provides solutions that make brand management easier and more efficient that you thought possible. A single source for everything The best brand management solution is one built around a centralized library that contains all brand assets. ADAM ADAM Enterprise Edition can be deployed to an unlimited number of users and includes full ADAM functionality. Corporate and Express Editions also exist for organizations with smaller licensing requirements. understands that efficient management of such a library requires logical organization of large volumes of digital assets through taxonomy, metadata, classifications and versions. The ADAM platform guarantees brand consistency by ensuring that every asset has a single, centralized source that can be shared in a variety of ways according to user preferences and permissions. This leads to a well-controlled environment that makes it easier for users to access the files they need. 5

9 The ADAM platform guarantees brand consistency by ensuring that every asset has a single, centralized source that can be shared in a variety of ways. The Solution for Global Brand Management continued Managing brand assets ADAM s Asset Studio provides a single view on all brand assets and related digital media, bringing centralized consistency to otherwise disunited areas. It simplifies the classification and inclusion of different file versions and renderings depending on their destination. Combining an intuitive organization of assets with a highly functional search engine ensures that your stakeholders marketers, designers, writers and printers - can quickly find, access and contribute new brand elements (translations, localized content, web-ready images) to increase the value of your branding library and save critical time and money. The platform is scalable enough to store any additional product-based information in almost any format, such as pictures, 3D drawings, videos, datasheets, and more. Controlling usage rights and distribution ADAM also includes all the tools for comprehensive management of user permissions and security. Security is integrated right into the heart of key marketing workflows to control processes throughout the create, manage and deliver cycle. This ensures watertight approval cycles for brand assets created or repurposed elsewhere in dispersed marketing teams. The ADAM platform is also highly flexible, enabling marketing departments to set rules before assets are shared. They might, for example, define what content can be accessed by whom, and time-critical rules to co-ordinate a gradual introduction of a product in different regions at different times. ADAM can also handle specific user and rights management to limit access to non-relevant content: For example, providing only those assets relevant to users for their particular market, language or channel, and thus reducing complexity and saving precious time. This media intelligent security and adaptability is a unique feature of ADAM, based on best-in-class use of the underlying Microsoft.NET platform. Incredible workflow capabilities Getting assets to flow through your marketing processes just got a whole lot easier. ADAM provides all the tools you need to manage digital asset workflow processes and with ADAM Workflow 6

10 ADAM s Business Process Management System (BPMS) based workflows are a huge step up from other DAM systems. The Solution for Global Brand Management continued Studio s Business Process Management System (BPMS) you take a huge step up from other DAM systems as it delivers effective management of marketing and communications workflows as well as digital asset management. With Workflow Studio you can monitor project status and track the progress of marketing campaigns, and designing your workflows is as simple as creating a visual version in Microsoft Visio. This leads to greater efficiency not just in the way assets are stored and shared but also in how they are deployed through well managed projects. Scalability to grow your brand with your enterprise ADAM is designed to scale with enterprises that are growing rapidly in the global marketplace. As you enter new markets, ADAM can grow with you, delivering on new brand assets, new tasks and new volumes of work. This safeguards your technology investment and ensures your marketing and brand management tools are ready to respond to new trends without lengthy development cycles. The ADAM platform can also handle any file type and safeguards versioning history giving you instant rollback to previous versions any time you need them, so your archive can scale to infinity but still provide complete ease of use. Simplifying the user experience through Comfort Zones Brand communications work best when users are fast and efficient in their daily working environment. ADAM s brand management solution is designed to support users through a range of software interfaces. With ADAM Connectors, designers can work directly in Adobe Creative Suite and marketing professionals in Microsoft Office. We call it a Comfort Zone - ADAM Comfort Zone ADAM allows creative to work in a familiar environment while leveraging DAM brand management power. 7

11 The Solution for Global Brand Management continued whether you re working on Mac or PC, Creative Suite or Office, ADAM provides easy access to your brand assets while you continue to work with the tools of your choice. ADAM Connectors get you up and running fast and mean there s no need for expensive training programs to start working with your DAM. Timely Translations Collaborating on translations and brand asset localization is traditionally one of the areas where marketing central offices have had to let go and hope for the best. That s changed with ADAM DocMaker: a media-intelligent studio tool for editing, managing and localizing documents, brochures, catalogs and more that is linked into your marketing workflow to ensure quick and controlled approval of the use of brand assets. Using a powerful web2print interface that can be configured for different levels of control, marketing managers can now designate text fields and visuals to allow translations and modifications for localized materials. It doesn t matter if your users are in the next office or halfway across the world, ADAM interconnects and controls the appropriate access for all stakeholders (internal and external) so everyone is works in the same brand universe. At ADAM, we ve made brand management more centralized, more intuitive and more controlled. The results for our clients have demonstrated the time and efficiency savings to be gained. But don t take it from us: the Proof is in the following pages. ADAM makes it easy to create multi-lingual versions of documents, brochures, catalogs and more. 8

12 The Proof that ADAM delivers better global brand management Gobal brand management is complex but the key drivers are simple: consistency, time-to-market and cost savings. ADAM Software s media intelligent platform is proven to deliver on all three Aberdeen Group makes the case for managing brand compliance The 2010 report, Marketing Asset Management: Managing Brand Compliance in Distributed Marketing Environments by Aberdeen Group s Peter Ostrow makes a strong case for using DAM to improve brand management. Recognizing that managing marketing compliance and brand consistency across business units and geographies are among the top priorities of marketing managers, the report found that many DAM systems did not excel at providing MAM (DAM exclusively for marketing functions). Key issues of DAM for marketing and brand management were stated as: [ ] many generic DAM products lack robust workflow capabilities, dynamic collateral development, or the user security required for productive marketing asset management. What they also do not provide is centralized access to brand assets and marketing materials. Savings in time, efforts and expenses by the introduction of automation, data reuse and self- service web interfaces will easily pay the project costs back in year one. -Sam Van Ongeval, Project Manager at Stanley Works on installing ADAM 9

13 Recognition of these issues by industry experts is also vindication of ADAM Software s long-standing approach to providing DAM that centralizes, delivers Business Process Management System based workflows, and has the strongest security in the industry. By deploying ADAM, you don t just install a DAM system, you integrate a fullyfledged Marketing Execution Platform (MEP) at the heart of your brand management. Observing best-in-class companies who understood and acted on the importance of marketing specific DAM, Aberdeen Group observed these companies were seeing: º º 32% improvement on return on marketing investment º º 18% improvement in brand consistency º º 1% reduction (improvement) in marketing campaign time-to-market The case couldn t be clearer: companies deploying software systems that act as fully-blown MEPs will see dramatic improvement in quality of marketing collateral and strong return on marketing investment. And for companies that want best-in-class asset management, workflows and security, the ADAM platform is the number one choice. Further evidence: brands run on ADAM The companies and organizations that run on ADAM are some of the best proof of ADAM Software s leadership in producing cutting edge brand management software. ADAM customers include: Microsoft, RAPP Omnicon, AB InBev, Stanley Black & Decker, LEGO, Sanoma, Staples Europe, European Parliament, Royal DSM N.V., Adidas, Astra Zeneca, Britvic, Corporate Express, Elopak, IKEA, Kraft Foods, Mistra, Tetrapak, Unilever, Warner Bros and many more. ADAM is so flexible that every enterprise can tailor the platform to their specific needs through an open API and our global network of expert Partners. And with scalability a key feature of ADAM, your enterprise investment in marketing technology will continue to deliver strong ROI as your enterprise grows. Case Study Royal DSM N.V. Rebranding The Proof of Brand Management continued Royal DSM N.V. is a $9 billion global science-based organization active in health, nutrition and life-science materials, with 22,000 employees working in over 52 countries. In 2009, DSM began to put in place a new brand 10

14 The Proof of Brand Management continued strategy, putting sustainability at the heart of its corporate vision and company activities. DSM looked to ADAM Software to provide a brand management solution to ensure consistent communications to its global stakeholders and a controlled and successful implementation by staff and external suppliers. Jos Van Laastrecht, Brand Manager at DSM, explains the choice of ADAM: From the technical perspective, ADAM s technology offered the most advanced performance versatile, scalable and integrated into an overall company-wide solution. Also, the impressive list of enterprise level clients with whom ADAM has worked for many years was a key factor in our decision. Our technical consultants were confident that ADAM s API would make application development simple and quick to implement. DSM launched its new branding internally and externally in February Now the DSM Brand Center is used globally as the sole central repository, knowledge center and distribution platform for all brand materials. ADAM has been instrumental in conveying the brand essence across the company in a standardized and consistent way, and supported a fully compliant and controlled roll-out. Global brands need a fully-fledged Marketing Execution Platform (MEP) to manage their brand complexity. 11

15 Realworld Scenario Realworld scenarios that illustrate how the ADAM platform is deployed for media intelligent brand management Scenario - Brand Management in a multi-player workflow from collateral creation to timed distribution A US-based kitchenware producer is launching a new range of utensils and requires printed marketing collateral for the products. ADAM Asset Studio First, the products need to be photographed. The company s preferred photographer has his studio in Europe, so the utensils are shipped to him along with a brief from the Marketing Department. The photographer shoots the products and uses FTP the transfer method he is most familiar with to upload his picks easily to ADAM. ADAM Asset Studio centralizes and simplifies workflow management for any number of digital assets A Familiar Design Environment A Designer, based in New York and designated by the Marketing Department to create the materials, can now start the creation process. Maintaining a streamlined and manageable production setup is key, and getting started on the project couldn t be easier. The Designer is able to work directly from within her Comfort Zone Adobe Creative Suite with Adobe Drive. She drags the product photos and an InDesign template to her working folder and, as she works, her InDesign file is automatically checked out. Her working environment is no different to a conventional Adobe Creative Suite desktop environment, so it s an efficient way for a skilled designer to work as it requires no training in new, complex software systems. 12

16 Realworld scenario continued On completing her design, the Designer closes the file and it is checked back in to ADAM where she can add notes or questions for the Marketing Department. To trigger this Approval Cycle workflow is easy: she simply drops the file into the Latest Files Folder. Marketing will now receive an saying that there is a file to review and approve all interactions pass right through ADAM, eliminating unwieldy exchanges. On receiving the notification , the Marketing Department manager uses the browser-based ADAM Workflow Studio to access the new design. They click on the file thumbnail and get a clear preview of the artwork right inside their web browser. This centralized, browser-based approach is simple to use, saves time and reduces software costs. Centralized Collaboration and Approval Workflows The Marketing person then adds a few notes to the file (replace an image, delete a typo, etc.), finishes the task and the Designer immediately receives a notification that there are changes to make. Even though the Designer has not left her Adobe Creative Suite Comfort Zone, she is integrated in the centralized workflow process and has seamless, efficient interaction with the rest of the project team. The Designer makes the edits, checks the file back in, and Marketing get a new notification saying the modifications have been made. Marketing now approve the English language copy of the assets and Translators in different markets are notified that translated copy is required. Powerful, intuitive and targeted access rights... The ready-to-publish, English language assets are now in the ADAM download center. Through an easy-to-use, web browser-based interface, a user can scan all the assets related to the InDesign document and can also review all the versions of the file. Some users, like translators however, don t need access to all the resources associated with the content. For example, a Translator working on a German version of the marketing material 13

17 Realworld scenario continued only needs access to translation text fields in which they can provide their alternate copy when required in the brand material creation cycle. The Translator is therefore restricted from accessing other resources in the DAM and can only access the translation fields once the original copy is approved. This provides advanced and adaptable security at a record-based level and also means, in this case, that the translator is focused only on their designated task. Multilingualism and localization are therefore no different from other steps in the creation process they have a designated time and operator who sees only the assets they require. and timed rollout of marketing materials for staged product introductions Once the marketing materials are ready, translated and approved, the marketing campaign is coordinated to sync perfectly with the global product release cycles through ADAM s ability to provide sunrise/sunset release dates. For example, the kitchen utensils will be released a month later in Germany than they are in the USA, so a Marketing Manager sets dates that restrict when and where German campaign materials will be accessible to their markets and can even set a date after which the materials will no longer be available. One-to-Many Delivery Once the materials are released to local markets, a German user might, for example, use ADAM to send the file to a local printer with specific instructions attached. A storeowner with restricted access to the DAM might also download a PDF version of the materials and print them for in-store distribution. The advantage of this centralized model is that everyone (suppliers, printers, vendors, etc.) all source their materials from a single version of the truth stored centrally in ADAM. It s an intuitive, intelligent and organized workflow that integrates everyone from users one desk away to vendors on the other side of the planet ensuring absolute consistency in branding and greatly improved efficiency. 14

18 ADAM Software Architecture Components of the ADAM Platform Engine Product Content & Digital Asset Mgmt. Modules Comfort Zones BPMS Assets API Products Core System Database File Server Workflow Collaboration Catalogs Videos Localization Custom Studios Sales Shelf ADAM Box Creative Suite Sync SharePoint Sync Custom Comfort Zones 15

19 Related Documents Other ADAM Software documents that you might find interesting available online and in the ADAM Download Center at º º Enterprise E-Library º º Product Information Management (PIM) º º Automatic Catalog Publishing º º Online Approvals Workflow º º Enterprise Workflow Design º º Comfort Zone Connectors º º Packaging Workflow Automation º º Enterprise Marketing Collateral Localization Contact ADAM Software ADAM Software Kortrijksesteenweg 1108a BE-9051 Gent Belgium Phone: Fax: ADAM Software US Inc 1515 Broadway New York, NY United States Phone: info@adamsoftware.net Web: About ADAM Software ADAM Software is a global provider of media workflow and marketing technology software. We offer enterprises the ability to manage, structure and deliver media between people, processes and systems. Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. What drives us is a passion to organize media intelligently, making it easier and more accessible to everyone. 16