connecting creative and technology for brand consistency

www.bynder.com | info@bynder.com

Connecting Creative and Technology for Brand Consistency

Chris LangPresident, Bynder US

Foundation: Then and Now

Interactions Among Teams

Purpose of a brand

Mediums

Are brands evolving at the same rate of all this change?

Are teams and technologies truly connected enough?

Digital interactions influenced retail sales to the tune of $2.2 trillion in 2015 (Deloitte)

By 2017, there will be more internet traffic than all prior internet years combined (Cisco)

Over 2 trillion Google searches are made every year (Search Engine Land)

WordPress users produce about 65.4 million new posts and 44.8 million new comments each month (WordPress)

Content Chaos

Welcome to the age of digital!

“‘Digital marketing’ is redundant” - Salesforce

90% of customers expect consistent interactions across channels (DMNews)

64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing (DMNews)

Only 16 % of marketers feel that their organizations are delivering customer experiences that truly fulfill their brand promises (CMO Council)

Where Are All the Marketers?But what does marketing hiring look like today?

(Source: Indeed.com)ed.com

Welcome to the age of replacing humans with technology!

CMOs buy systems now for emerging tactics and channels

Spending on marketing technology has surpassed advertising spending (Gartner)

78% of businesses indicate they plan on adding more SaaS platforms to their organization (Better Buys)

“We’ve got a platform for that”

There Are Several Options

ResultTeam Challenge

Marketer or System Admin?

Toggling between different automation platforms

Less time for great marketing and innovative ideas

Brand Challenge

Developing strong brand identity

Maintaining strong brand identity

Internally: platform to platform

Externally: cross-channel

www.bynder.com | info@bynder.com

System vs EcosystemA collection of systems does not equal one cohesive ecosystem

www.bynder.com | info@bynder.com

The Cohesive Branding

Technology Ecosystem

The Game of Telephone in MarTech

The brand message runs through a ‘game of telephone' across all systems

The potential for each platform peaks if it does not fit into the ecosystem

When the message gets confused...

The Importance of the Ecosystem

The technology ecosystem powers the brand in 2016

The role of the brand today:

First touch awareness

Customer experience and retention

“Crucial financial asset” - Forrester

Not a catchphrase, but a lifestyle

The Right WayBranded experience powered by technology

The Wrong WayThe Panasonic 'Woody'

(source: Inc.com)

The Wrong WayBob from Sales

The Wrong Way

Bob from Sales:

Pulls the wrong document from the brand portal…

Cites the wrong information off the website or intranet...

Result: Deals lost, brand diluted, legal ramifications

Bob = The ROI Destroyer

www.bynder.com | info@bynder.com

Review: Systems vs EcosystemThe purpose of a brand now vs. a brand then

A collection of technology systems does not equal one cohesive technology ecosystem

What’s a Brand to Do?

Short Term:

Establish brand guidelines

Prioritize connectivity for branding

Sunset platforms that break the chain

Beyond marketing, start acknowledging:

Who has their hands on digital

Who is shaping brand identity

How they are using platforms and accessing the assets

What’s a Brand to Do?

Long Term:

Connectivity = pillar of brand strategy and business strategy

Look out for the do-it-all platforms

APIs & Plugins

Mergers & Acquisitions activity

Long term ideal: one branding ecosystem platform

Closing Thoughts

@getbynder

@Chris_Lang_

Thank You!