Topic: BEAM
Linking brand to results: How, when and what
Ultimately, brand delivers sales. It’s the most obvious outcome. However, it is the most complex to find causality or correlations. Brand also impacts perceptions, word of mouth, and margins relative...
Abandon Digital Asset Management – It’s time for Brand Asset Management
Historically, brands had time to develop guidelines and assets slowly. Time was available to cure them. Digital asset management (DAM) systems grew in this environment. Assets were seen as...
Your Brand Scorecard – Part 2: 20 questions for clarity
We have developed our report card for brands– to produce your scorecard, rate each of the 20 items below on a scale of one to five, with five being best...
Your Brand Scorecard – Part 1: A two-dimensional concept
Brand managers often use primary research to track and assess brand performance. While this approach is good for understanding the external dimensions of brand performance, it overlooks an equally important...
The building of a Brand Center – Part 3: A new mindset
A brand center is a content-rich, concentrated version of a typical brand website. It puts a brand lens on the user experience for specific tasks and relevant content.
The building of a Brand Center – Part 2: Avoid the IT transformation problem
As the digital evolution of customer experience continues to gain momentum, businesses are struggling to determine who should own the customer experience.
How to get a Brand Center approved
Many of you have asked, “While I am getting my brand center budget approved, what should I do to get ready?” There are three key components to building a brand...
Why brand is your best recession-proof investment
Expectations matter. I once worked in a company where employee tenure was very high. After a few years there, I noticed that most people did not have the resources they...
Calculating the ROI on a Brand Center
Well, it happened. The first time ever. Unbelievable occurrence. I put a question into Google and I did not get an answer. The question was “How to make a case...
Is now the time for a Brand Center?
Global mergers and acquisitions hit new highs in 2021. PWC estimates that the number of deals announced in 2021 exceed 66,000, up an unprecedented 24% from 2020.
Why a Brand Center belongs in your rebranding RFP
Research, brand strategy, architecture, naming, visual identity… As you think about what to include in your RFP (Request for Proposal) for your future rebrand or (increasingly common) brand refresh, these...
Brand alignment: the meaning and measurement behind the buzzword
Recently, we completed a research project with 50 brand leaders and their teams. These brands were selected because they operated, at scale, over $1B in sales, most have global reach,...
Avoiding pitfalls in the customer journey: Allocating brand resources
Often resources are concentrated on the consumer experience (CX). This CX focus undercuts the delivery of a better overall experience. Strictly making decisions through the CX lens overlooks the role...
Branding during the great resignation – Part ll: Personal and system accountability
The harsh reality of bad management shows up in the news and stock prices, quickly. To minimize brand failure, two forms of accountability are required.
Branding during the great resignation – Part I: Expertise as an employee benefit
The scale and speed of brand management has changed. In response, brands have grown their marketing investment by over 150% in 2021. Often overlooked while these investments are made is...
Part III – Unlocking value through brand ecosystems: Three key ingredients that make your brand rise to the top
Brand ecosystems exist. They perform at the speed with which loyalty is won or lost. They scale to decisions to build value. Branded ecosystems are juggernauts. So how does this...
Part II: Unlocking value through brand ecosystems – Cross-sector partnerships
I love Cheetos. I love the crunch, prefer the puffs, and occasionally go for the flaming hots. What is a wonder is that the brand is now available in the...
Better, faster, stronger brand management
I’d challenge anyone to argue that speed is not critical for business performance. The research is in (and has been in for a while) that speed matters at all levels....
Unlocking value through brand ecosystems: The new standard
Out of the top 7 most valuable companies in the world, 6 of them (Apple, Alibaba, Amazon, Alphabet, Facebook, and Microsoft) are companies that have built brand ecosystems.
NN Group – Behind the Brands Webinar
What’s old can be new again. That was the goal for one of the oldest-newest brands in the world, NN Group, a 175-year-old $6B company split from ING Bank. Despite...
Deloitte
The Big Four professional services firm builds a brand — and brand center — for the speed of business.
Elevating Engagement with a Best-in-Class Brand Center
eHealthcare Leadership Award Winners: Duke Medicine and Children’s Health BEAM (Brand Engagement and Asset Management) sites won eHealthcare Leadership Awards for Best Interactive and Best Intranet sites at the Nineteenth Annual...
Driving Efficiency with Digital Guidelines
Digital Guidelines The need for content within organizations has transcended business verticals, and now every team has a need for branded content in some capacity. Companies create an exponential number...
A Brand Owner’s Guide to Surviving Mobilegeddon
Congratulations! If you are reading this, it means you have survived the latest doomsday event. And while few people bought into the Mayan prophecy that stated the earth would end...
How Digital Contributes to Brand Development
Each November I attend the Healthcare Internet Conference (HCIC), which is my chance to learn about the newest and coolest ideas being implemented in healthcare marketing. The 2014 HCIC was...
How Digital Tools Help Build Your Brand, Part Two
In Part Two of this series we explore the features and benefits of brand management sites and digital tools so you can decide what’s right for you. While we typically...