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edition 14: sept 9, 2003 |
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who owns your
brand?
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It’s Spring and
time for some spring cleaning. Increasingly, marketers are realising
they have a significant investment in the brand assets they
have created. But many are still coming to terms with how to
maximise their value and protect these assets from misuse, abuse and
destruction. In this edition we discuss the issues associated with
Brand Asset Management.
p3 –
helping people achieve commercial purpose through creative
process
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realise the
value
of your brand assets
There is a saying that “possession is 9/10
of the law”. If this is the case, who has possession of your
brand? Or more specifically, your brand assets? Many
marketers spend millions of dollars building the value of their
brand, but spend little time or money ensuring the security of the
brand assets.
What are your brand assets?
The brand assets are the visual expressions of your
brand – logotypes, fonts, colours, illustrations, images,
photography, layouts, designs, corporate identity, packaging and the
like. Each of these elements is an essential part of the
brand expressions. The Nike swoosh and line “Just do it” are
as well known as the Cadbury “purple” and the “Glass and a half”
illustration. These are valuable assets, which the companies who own
them protect vigorously.
Who is holding your assets?
On reviewing many advertisers print processes, we find that brand
assets often reside not with the advertiser, or their agency,
but with a myriad of suppliers. Printers, packaging
companies, design companies, public relation firms all have these
brand assets in their possession.
One advertiser had taken steps to consolidate their brand assets with
one supplier, only to have to pay that supplier a significant fee
when they want a copy of the asset. In another case, the advertiser’s
agency had placed all their brand assets with an external supplier,
who subsequently went into receivership. The receivers then demanded
payment to return those assets.
So how do you manage your brand assets?
With brand assets scattered across many different suppliers, managing
the various versions becomes difficult, time consuming and in the
case where a wrong version is used, costly. You could lock them away,
but brand assets appreciate in value with use, not just time.
There are a number of ways to protect these assets, depending on the
number of assets, how often they change and the number of
stakeholders that need to access them. The simplest way is to
develop a brand asset kit that is shared with stakeholders and
updated, through to an investment in one of the many Asset
Management Systems available.
P3Print has the experience and expertise to help you
define your brand assets, locate them and develop a system to manage
and protect them. To discuss your brand assets or for more
information, contact print@p3.com.au
| everything you needed to know about production but
were too afraid to ask |
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P3 Production Workshops
on TV, Print or Creative Briefing.
* step by step breakdown of processes
* ‘what should I be doing?’ checklists
* cost implications and variables
* case studies and quiz
* Comprehensive glossary of terms
See www.p3.com.au for more details.
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| speaking of production |
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Inspiring
Entertaining
Thought provoking
Insightful
Find out more on our speakers
and topics for your next Planning Day, Training Day or Team
Meeting.
Check our website www.p3.com.au |
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| Latest top10 to hit the
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Top 10 misleading statements
heard in advertising.
You’re going to love this
one!
Look out for it next week.
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