Brand Asset Management Offer

With the addition of a whole host of new marketing channels, managing the appearance of your brand across all media can prove to be an arduous task, especially for companies operating across the globe. For the past 3 years Digital Marmalade has developed brand asset management tools for Gallaher International, Cap Gemini Ernst & Young and PPG Industries. These bespoke tools all offer solutions for automating the deployment of the brand across various media.

Brand Asset Management solutions by client

Our solutions are tailored specifically to our clients needs. Every company has different requirements when it comes to producing and distributing branded collateral and we have the experience to develop the ideal solution.

It's worth reading about the projects we've worked on as it will give you a good idea about what can be done. The answer to which is of course everything, budgets permitting! It's more important that you get an understanding of how other companies are tackling the branding issues and how their approaches may suit you.

Cap Gemini Ernst & Young
International provider of consulting, technology and outsourcing services

When Cap Gemini approached us they had just merged with Ernst and Young. They needed a tool that would ensure an easy transition from the old look to the new, across the globe.

Our approach was to develop a wizard-based, asset deployment tool, on CD-ROM. By following a graphical step-by-step selection process the user can produce branded brochures, fact sheets, exhibition stands, newsletters and more.

The selection process involves choosing the output document type (e.g. brochure); the company department (e.g. insurance solutions); the paper size (from pre-defined list); the colour scheme (from pre-defined palette); and the front page graphic (from a pre-set group). The user can then type both the heading and sub-heading directly into a field.

As each option is selected an on-screen mock-up is displayed, showing exactly what the final outputted document would look like. This selection process is followed until all the pages are populated. The user then confirms the selections before clicking the download button. The application then locates the required files (images and quark template) on the CD-ROM and transfers them to the user's desktop, along with jpegs of the mock-up screens and a detailed designers brief.

The process is simple and quick and provides the designers with all the assets needed to produce perfect printed materials that fully comply with the brand guidelines. The time from brief to re-production is dramatically reduced giving an instant return on investment every time a new piece of branded collateral is produced.

Alternatively, the user can graphically browse all the images from the gallery and download print resolution copies at various cropped sizes. Colour palettes, templates, logos and fonts can all be downloaded at the click of a button. A full interactive brand guidelines section is included with links to a dedicated website for updated information.

Further detail can be found in the Cap Gemini Ernst & Young casestudy

Gallaher International
Major tobacco manufacturer wholesale company

Gallaher own a number of cigarette brands including Silk Cut, Benson & Hedges and Hamlet, amongst others. They wanted to ensure that point-of-sale printed material was uniform across all brands, within every country.

Our approach was to develop a wizard-based, point-of-sale artwork generator, on CD-ROM. A procedure was devised for each of the European marketing departments to follow.

Each department was given the Generator CD-ROMs. When a piece of artwork is needed, they follow a simple 5 step process.

Gallaher's 5 steps for producing point of sale artwork

Select a country Select the brand Type in the required dimensions Select whether to include a promotional message or not Confirm selections and download the artwork

As each of the options is selected, an on-screen representation of the artwork is automatically displayed. Behind the scenes the application does all the hard work. By selecting the country, each of the specific country's tobacco laws (% health warning sizes, tar & nicotine levels, image rights etc) are accounted for. By selecting the brand, the artwork displayed is subsequently updated. Typing the artwork size, repositions all the artwork in-line with the new proportions (the most impressive part of the application). Including a promotional message, again automatically repositions all the artwork leaving a space for a promotional message. On clicking download the relevant assets are copied to the users desktop with full graphical instructions.

The whole process from conception to print-ready artwork can be done in less then an hour, resulting in huge savings in time and money for the marketing department, the production company and the legal department.

This is a powerful application which we'd be happy to demonstrate to you.

Further detail can be found in the Gallaher casestudy

How can Digital Marmalade help?
Digital Marmalade can either produce the artwork or work hand-in-hand with your design company to ensure dynamic templates can be developed then interactively modified by the user. No additional software or training is required to use these solutions.

Brand Asset Management Solutions for:

What benefits can this approach offer you?

• Ensure that artwork is 100% compliant with the brand guidelines across service, offices and countries

• Dramatically reduce the production time and costs needed to produce branded collateral

• Reduce the man hours needed to sign-off artwork and police the brand guidelines

• Provide an easy-to-use central asset storage and deployment environment to every department

• Automatically comply to legislation, reducing legal approval time and costs