Brand Content Management
"Nothing undermines our brand more than to see variations of our logo appearing at our different country locations when field offices localize their collateral. But it's hard to enforce. People get old graphics on their systems and just use them because it is easier." VP of Marketing Communications
While marketing evolves to take advantage of new channels and technologies to combat an ever more fragmented and attention starved audience, it continues to recognize the value of a strong and consistent brand. This explosion of complexity only makes it more important to define a brand that crosses channels, geographies, and customer segments. Additionally, the cost of licensing content, localizing for each market, and tracking rights continues to escalate, increasing the mandate for effective asset management. The audience for this solution includes CMOs, VPs of Brand Marketing and Advertising, Directors of Brand Services, Brand Managers and Directors of Corporate Marketing.
Critical Business Challenges
- Need to localize, personalize, and customize marketing material without losing brand consistency
- Requirement to localize collateral in remote locations while maintaining core brand standards
- Need to centralize all creative material including purchased assets
- Costly reliance on agencies to resize ads and marketing collateral instead of leveraging them for their creativity
Key Aprimo Products
The Aprimo Value Proposition
- Manages the full digital asset lifecycle from concept to development to distributed access
- Provides sophisticated search capabilities based on marketing attributes to dramatically improve the productivity of creative staff
- Enables regional offices, dealers, and business partners with the flexibility to localize collateral while maintaining brand integrity
- Eliminates the need to purchase the same content in multiple geographic markets
- Scales digital assets to fit size requirements of different publications which reduces cost and decreases cycle time.
Since we have implemented Aprimo, our time spent finding and retrieving branded materials has dropped dramatically. Our creative staff can focus on marketing, not finding assets that others have already paid for. An Aprimo customer -- VP of Brand Marketing