Inspiring Best Practice Brand Asset Management

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1 Inspiring Best Practice Brand Asset Management A case study of Brand Asset Management (BAM) in action Bupa Industry Healthcare Site Scope Brand Asset Management Solution On Brand Bupa is a leading international healthcare group serving over 22 million customers in more than 190 countries. Bupa offers personal and company-financed health insurance and medical subscription products, run hospitals, provide workplace health services, home healthcare, health assessments and chronic disease management services. They are also a major international provider of nursing and residential care for elderly people. Bupa employs more than 70,000 people, principally in the UK, Australia, Spain, Poland, New Zealand and the USA, as well as Saudi Arabia, Hong Kong, India, Thailand, China and across Latin America. 1

2 Business Requirement The new Bupa Inspire allows our employees and agencies to access all our brand assets, templates and guidelines in one place. Searching for templates and images is now easier than ever. Feedback from our users has been very positive and I m very satisfied with the solution and relationship we have built with Northplains. Shin-Tsyi Yang Brand Expression Manager Bupa s extranet site, Bupa Inspire, is an engaging and interactive tool that helps build stronger brand alignment globally. Through brand education and the provision of an asset library that encompasses brand standards and approved assets, Bupa is able to ensure the highest levels of compliance. Bupa Inspire also provides a platform for users to share their work and showcase best practice. The Solution Bupa was looking to replace their existing brand asset management system with a one stop shop, out-of-the-box solution that they could manage autonomously and get up and running quickly. At the top of their requirement list was the ability to manage assets and guidelines globally, powerful search functionality and a platform that would enable them to share best practice across their 25 Business Units. Other key requirements included: A simple, intuitive user interface with minimal training required. High performance capabilities for all of their global locations. A system that allowed for appropriate automation reducing the burden on administrators. A future proof solution that would be capable of extending with additional features as required. First class support service. A smooth transition from their current platform to the new site. Why On Brand? After collecting proposals from a number of vendors, Bupa selected On Brand for its robust feature set and ability to grow with them as their requirements evolve. Through the deployment of On Brand, Bupa are able to improve compliance and ensure consistency in how the Bupa brand is represented around the world. Using the Guideline and Asset Modules employees are able to search for and access the latest approved assets and brand guidelines, as well as showcase best practice quickly and efficiently from a single solution. 2

3 Homepage The Bupa On Brand homepage has been designed to highlight new activity on the site in addition to various work showcases. What s New Latest activity including new standards or case studies selected to feature on the homepage. Showcase Best practice work uploaded by Business Units worldwide to inspire best practice. Brand The brand section contains information about the Bupa brand and is divided into four subsections: Brand Standards A centralised location for Brand Mandate documents. All touch point (channel) standards are housed here to ensure consistent application of the Bupa brand. Our Brand Brand direction, ambition on a page, brand framework and personality. Showcase Users can share best practice and provide inspiration to colleagues. Training and help Induction training and overview videos for Bupa Inspire and the brand identity. 3

4 Search The Assets section is comprised of three main areas: Search, Collections, Upload Search enables users to find all asset types using the search bar and/or right hand filters, which are dynamically linked to the assets in the library. Assets are categorised into four types: Brand standards; Brand elements (including logos, iconography, imagery, endlines); Best practice work, and Templates including stationery and collateral as well as design templates such as posters and websites). Collections Collections (left) are a convenient way to collaborate upon and share groups of assets both with users of the system and external stakeholders. Upload The upload section (below left) is a secure area that streamlines the approval process by allowing multiple users to upload assets into the system and assign them to the relevant contact for sign off. Being able to set agencies up is fantastic, easy and allows for consistency. It s quick to get around, the old site was very slow. 4

5 Additional Benefits Improved search functionality On Brand provides Bupa with a wide range of search options and saved searches. Higher performance Faster upload/download speeds and a more reliable/stable platform (SaaS model means there are SLAs on performance). Better user experience A UX review was conducted by Sapient to ensure On Brand was simple and intuitive. Best practice sharing Relevant best practice examples are linked to brand standards. Business Units can create content/articles to share brand news, campaign launches and case studies globally. Easy access to PDF guidelines On Brand provides Bupa with the ability to watch assets and receive automated updates on changes. Complete Ability to host almost all file types including digital and video, as well as preview and embed files. Flexible Share assets with other users through ing a link or by creating public or private collections. End Results and Benefits Gained With just one day of training Bupa were able to get 14 of their business units up and running and now have 1649 users and 30,681 downloads (figures correct as of November 2013). 5

6 About North Plains North Plains is recognized as the world leader in helping companies effectively leverage their visual media content through images, photos, videos, 3D designs, and others to maximize market success. Providing a complete array of products, services and solutions, we are uniquely positioned to help corporate marketers, advertisers, content creators and publishers to be more agile in the creative development process and management and distribution of marketing and brand communications. Customers can maintain control of their visual assets and support processes globally, while improving collaboration and efficiency. Since 1994, we have helped our customers stay ahead of their rapidly changing marketing needs but expanding and evolving our suite of offerings to include Digital Asset Management (DAM), Marketing Resource Management (MRM), Creative Workflow and more. Headquarters Toronto, Canada T: USA Berkeley, California T: Europe London, UK T: +44 (0) Munich, Germany T: +49 (0) With offices in Canada, USA and Europe we count many of the world s leading companies and brands among our clients and 1,000,000 users. Copyright 2014 North Plains a Digital Asset Management Company. All rights reserved. North Plains, Xinet, Telescope and all associated logos are registered trademarks of North Plains. Third-party trademarks are the property of their respected owners. 6

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