This document discusses how marketing has changed and the need for consistent branding. It states that not everyone knows how to stay on-brand and that well-managed brands are the most effective creators of wealth. It says winners will embrace change and enable employees to create consistent, on-brand content while losers allow rogue content preventing a strong brand. It proposes building a consistent brand by having brand managers spend more time branding and less policing, graphic designers spend more time designing and less tweaking, and marketers spend more time personalizing content and less waiting on designers.

1. MARKETING
HAS CHANGED

2. TODAY, EVERYONE IS A "MARKETER"

3. BUT, NOT EVERYONE KNOWS
HOW TO STAY ON-BRAND
"Well-managed brandsare the most efficient and
effective creatorsof sustainable wealth."
?Richard Cordiner, Director, Leo Burnett

4. The Winners
Embrace the change
and enable employees
to create consistent,
on-brand content.
The Losers
Allow employees to
create ?rogue content?,
preventing a strong &
consistent brand.
WITH EVERYCHANGE THERE WILLBE
WINNERS AND LOSERS

5. BUILDING A
CONSISTENT BRAND
MEANS:
Brand Managers
Spend more time branding and less time policing.
Graphic Designers
Spend more time designing and less time tweaking.
Marketers
Spend more time personalizing content and less time waiting on designers.

6. The Brand Prison
- Corporate creates all
content
- Designers overloaded and
stressed (not scalable)
- ?Rogue content?created
you don?t know about
TYPICAL CONTENT
CREATION TODAY

7. The Wild West
- No brand guidelines
- Everyone creates their
own content without
guidance or direction
- Your brand suffers
TYPICAL CONTENT
CREATION TODAY

8. THERE'S A BETTER WAY
Create a new
template or import
one from InDesign.
Share approved
templates & assets
with employees.
Lock down
important brand
elements.
Allow employees to
customize approved
templates.
Distribute via print,
web, or social
media.

9. ?
Weneeded anew marketingsystem. Each
location operated completely independently,
with no commonality or branding. Weneeded
unity, and Lucidpressgaveusthat.
KW AN CHEUNG, M HA