Anthony Goldman slides

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Anthony Goldman slides
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Managing Brand Consistency

• What digital branding is and how to manage it as
  part of your overall marketing strategy
• The importance of brand consistency
• Key challenges
• Whats considered successful branding online and
  how its measured

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The sooner brand owners and managers change
their definition of and approach to consistency,
the sooner they will profit from increased
relevance, differentiation, and influence.
Brand consistency redefined. DDB The Yellow
Papers Series
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Is consistency in branding becoming any more or
less important?
Survey of 217 marketers, DDB Sept 07
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3 insights from survey of 299 brand leaders on
www.brandchannel.com

• Strict adherence to brand standards creates
  brands with customer impact, but few companies
  have been able to secure consistent compliance
  across their organisations.
• Centrally managed brands are no more influential
  with customers than decentralised ones.
• Brand practitioners believe consistency is the
  most important aspect of successful branding,
  followed by understanding the customer and
  messaging effectiveness.

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Digital Channel Brand Consistency

• Websites
• Campaign minisites
• Email communication
• Mobile communication
• Online advertising
• Search marketing
• Corporate communications
• E-Commerce
• Online applications
• Widgets

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Brand Consistency and Social Media?
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How strictly does your company follow branding
guidelines online? A Strictly followedB
Loosely followedC What brand guidelines?