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“To protect and to serve” Turning brand managers into asset managers

Brant LongGlobal Brand Director15 March 2012

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15© Hotnacho on Flickr© Simon Sait on Flickr

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My strategic imperatives

• Modernise marketing

• Go global

• Build (and differentiate) our brand

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Brand attribute mind map

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‘It would be great to see what others are doing’

‘I couldn’t find what I was looking for’

‘Do we have to use these images?’

‘Boring’

‘When are we getting new templates?’

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Three challenges

1. Location

2. Location

3. Location

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Asset management system requirements

1. A place

2. Less friction

3. Keep it fresh

4. It looks like us

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The journey

• Local

• Fragmented

• Coax and cajole

• Global

• Selectively centralised

• Command and control

ToFrom

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The journey

• Local

• Fragmented

• Coax and cajole

• Brand police

• Brand management

• Global

• Selectively centralised

• Command and control

• Brand champions

• Asset management

ToFrom

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Redefine ROI*

• Culture- Allay fears of digitisation and globalisation- Revitalise the teams- Create a community- Recognise and celebrate

• Quality- Use the power of pictures- Stimulate and set free- Do fewer things better

* Return on intangibles

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