Managing Corporate Brands with Diageo & Vyre

Managing Corporate Brands

Gerry Brown

Director

MIS Associates

For: Diageo / VYRE SeminarDate: Tuesday 29th May 2012

Location: The Hospital Club, London WC2

What does Gerry do?

Strategy advisor

Technology industry analyst

Marketing lecturer

29th May 20122 Diageo / VYRE Seminar

http://www.misassocs.com

Agenda

1. Why corporate branding is a business imperative

2. Managing risks to corporate brands

3. How Brand Asset Management helps / adds value


What is Corporate Branding?

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“Corporate branding unites

products or businesses by using a

single name, a shared visual

identity and a set of symbols. It is a

set of managed communications

activities to build favourable

associations and positive

reputation with both internal and

external stakeholders”.

Monolithic

Endorsed

Branded

Olins (1989)

Diageo / VYRE Seminar

The Digital Age has facilitated investment in Corporate Branding

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“Transparency has come with digital technology.

People want to know who is the company behind

the brands.

What are the values? Are they interested in

making more than money? What is its purpose?”P&Gs CMO, Marc Pritchard (May 2012)


Managing Corporate Brands

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Symbolism

Communication

Behaviour

External Audiences

Internal Audiences

Birkigt & Stadler (1986)


6 Key Brand Elements

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The Corporate Brand

Recognition Transferable

Price Premium

Image Value

Differentiated

Registerable

Davies (1992)


Corporate Branding Enables Other Marketing Strategy Options

1. Product or service differentiation?

2. Market segment focus?

3. Outsource (be the low cost operator)?

4. Product quality?

5. Price aggressively to acquire new customers?

6. Business partnerships and channel distribution?

7. Innovation?

8. Collaboration / social media?

9. Customer Loyalty?


“Putting all your eggs in one basket”

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Risk

financial performance

and profitability

association with

disgraced entities

poor handling of crises and the media

regulatory non-

compliance and litigation

product recalls or service failures

mismanagement or

inappropriate behaviour

allegations of fraud


What are brand assets?

Logos, slogans, tag lines, positioning statements

Patents, Trademarks and Intellectual Property (IP)

Advertising and Point-of-Sale materials

Signage, presentations etc.

In technology terms “assets” refer to

rich media files such as marketing

images, product photography, video

and audio that form part of the brand

creative communications process.


Some Brand Asset Management Issues

Using outdated / inappropriate technologies “PowerPoint?!!”

Search, location, access “Where have we put the logo?!”

Version control “Is 2.2.1 or 2.1.2 the current version?”

Rights management “Are you sure we can use this photo?”

Re-use / re-purposing “A logo change costs that much?!”

Approval processes / sign-off “It’s still in Corporate . . . “


So what is Brand Asset Management?

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“BAM is much more than just a central

repository. BAM is also a pro-active

management tool for closed loop, end-to-

end marketing that provides complete

visibility over marketing assets, rights,

approvals and usage”


The Value of BAM: The 5 Cs

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Value of BAM

Collaboration

Cost

ConsistencyControl

Compliance


7 Point Start-up Checklist

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Define goals

Change management

Incremental approach

Outsource?

Personalisation & ownership

Stakeholder group

Governance


Conclusions

Corporate branding is key all-embracing marketing strategy in the

current digital age, but it comes with risk attached

. . . to quote Warren Buffett: "It takes 20 years to build a reputation

and five minutes to ruin it. If you think about that, you'll do things

differently“.

BAM helps minimise the risks to brand integrity – and also reduces

waste and outsourcing costs, and improves marketers’ productivity

and effectiveness

Enjoy the white paper (and the Diageo case study)!


Thank you

Questions?

For a copy of the slides email:[email protected]

Gerry BrownDirector, MIS Associates Limited5 Kew Road, Richmond TW9 2PRMobile: +44 (0)7855 525598Web: www.misassocs.comTwitter: @gerrybrown

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