You may be surprised to hear that branding goes back 5,000 years. It’s true. Potters branded their work around the world, circa 1300 BC. And branding livestock (ouch) dates back to the ancient Egyptians.

Branding originated to:

  • Ensure honesty
  • Provide quality assurance
  • Identify source or ownership
  • Hold producers responsible
  • Differentiate
  • Identify objects
  • Create emotional bonding

And we value brands for many of the same reasons today.

As a marketer, you probably already know that brand consistency is worth up to hundreds of billions of dollars –yes, billions. The trouble is, branding is far more complex today than ever before. You’re not the sole shepherd of your brand; instead, you rely on many agency partners and internal teams to present a consistent brand to the world.

Now you manage a large branded herd—and it’s roaming

Brand consistency has flooded into smartphones, apps, mobile websites and ads, and now into social network ads on Facebook, Twitter, and so on. This makes it essential to find one place where you can organize and categorize brand messaging to share with multiple collaborators. You also need to be able to track assets and keep all of your dispersed teams in the loop. And don’t forget safeguarding brand assets, which requires government-level security these days.

Ensuring brand consistency and understanding the need to adapt to different channels while promoting a myriad of products is tricky; it requires strategic balance. Tactics that work well for one channel may not work across all of them. Marketers need a cohesive collaboration system that has the intelligence to resist bombarding consumers with different messages on different channels, one that understands the multifaceted human side of consumers. The old adage, “know your customer”, has never been more important to marketing. Achieving it has never required more intelligent collaboration.

We need one centralized location, in the cloud, where no matter who is working on a campaign and which product they’re marketing or supporting, they can practice consistency and maximize the value and integrity of every brand communication. Marketers and their teams need access to the latest assets, tasks, due dates, and discussions—regardless of where they are and which device they’re using.

What it takes to achieve brand success

Think about the most recognizable companies with exceptional brand consistency—Nike, Coca-Cola, Ford. Why do they evoke so much emotion, and how have they endured? Even when they stumble, how do they regroup and rise, once again, regaining consumer trust and producing successful brand consistency?

Get the inside scoop on why some brands achieve phenomenal success. Learn why logos are not enough. Discover powerful, successful techniques to develop, monitor, and promote your brand message.


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