Why Brand Managers Fail (and How to Get Back in the Driving Seat)

Why Brand Managers Fail (and How to Get Back in the Driving Seat)

Brand fail

This is a guest post from Michael Weissman.

Companies make huge investments in brand marketing — nearly $500 billion globally each year  — to communicate as effectively and beautifully as possible.

But as soon as they distribute their brand content to resellers, blogs, social media and other online outlets, the content becomes out-of-date, old content gets reused and/or new content gets misused. In other words, it’s one hot mess.

Why is this happening?

Managing distributed content is expensive. It costs 10x more to manage and update content than it costs to create it. As a result, marketers operate more like brand “launchers” that lose control over their content once it’s “launched” or sent to others. That is, until now.

A new technology has been created that allows digital marketers to reclaim control over their brands online – even when sharing content on websites they don’t own.

Why Brand Managers Fail

To date, tools for controlling distributed content haven’t been available. Without automated tools, when a marketer wants to update content across 1,000 reseller websites, each reseller has to manually receive an update and then make modifications to their site.

For companies with a broad product line – this could mean over 100,000 updates per year or more. What tools do marketers have to automate the distribution, updating and compliance tracking of this content? None.

This problem isn’t isolated.

Most companies suffer from problems with online brand consistency. One survey said that most marketers see consistency getting worse, not better. Delivering online brand consistency is difficult for even the largest brands to achieve.

A recent test showed that only 37% of Pepsi logos online are correct and only 8% of Dolby logos are correct – even though the logos were redesigned over 5 years ago. This is definitely a big issue everyone needs to address.

Equally frustrating, not controlling the online brand presence has ripple effects on other areas of marketing and business operations:

  • Productivity suffers.  Who wants to waste time? No one. Yet, that’s what happens when partners have to be convinced to update content manually.
  • Trustworthiness drops. An inconsistent brand image sends the wrong message – especially when partners are becoming more important than ever.
  • Search gets cluttered. Old content gets in the way of marketer’s new messages. Out of date content often gets ranked higher than new, more relevant messages.
  • Legal hot water. Expired promotional or regulated content that still exists on partner sites can put companies in jeopardy or force the company to honor out-of-date offers.
  • Poor story-telling. Brand messages get delivered in fragments, forcing the customer to “connect the dots” for a bigger brand story on their own.
  • Blind to ROI. Real content tracking and ROI remains elusive. Little usable data on where and how the brand is available to marketers.

Clearly, marketers have been set up to fail.

Emerging Technology to the Rescue

Brand managers can thank technology for giving them back the “Remote.” New solutions are emerging that help brands distribute content and still keep control – even when sharing branded content on third party sites the brand doesn’t own.

  • No more wasted time.
  • No more manual updates.
  • No more out-of-date content.
  • No more running blind.

Technology can help put an end to the pain points of syndicating brand content.

What’s on the brand manager’s wish list?  Full time remote brand management, real-time updates, complete tracking, and the dream capability to “set it and forget it”– eliminating the need to constantly be monitoring the web for outdated logos, images and offers.

Here are two new technologies that are making this happen:

  • SYNQY (pronounced sync ee) is a radical new service that integrates and syndicates brand content like logos, images, PDFs, HTML and videos in a way that can be shared, updated and tracked in real time. (www.synqy.com)
  •  Dlvr.it (pronounced deliver it) syndicates of social media content. – like a wire service but to the social media outlets (www.dlvr.it)

For decades the only way to ensure brand control and deliver the desired high-quality consumer experience was to centralize the engagement on the company web site, and do everything possible to drive traffic to that place.

Today, this model is turned upside-down; bringing high-quality, controlled and consistent content to anywhere that brand exists online today.

This finally puts the brand manager back in the driver’s seat and helps realize the impact and performance that they desire:  content and messaging that properly reflects the brand 24/7 no matter where it goes. 

Michael WeissmanAbout the author: With twenty-five years of high technology marketing experience with large companies and start-ups—and 15 of those years in senior executive positions—Michael Weissman is currently Chairman and CEO of SYNQY Corporation (SYNQY.com)—the first company enabling marketers to consistently deliver and control brand experiences on web sites they don’t own, transforming static brand assets into a fully-functional platform that delivers relevant content and services to the consumer, right where they are already engaged online. He may be reached at www.SYNQY.com.

image: Daniel Pisano

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Danny Brown
Co-author Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing. #1 marketing blog in world as per HubSpot. Husband. Father. Optimist. Pragmatist. Never says no to a good single malt. You can find me on Twitter - Google+ - LinkedIn.
5 comments
Ivan Widjaya
Ivan Widjaya

Interesting. I am pretty sure that this can help brand managers collate all their brand information in one location for resellers to see. Also, the key is finding some resellers who can carry the brand and not just people who have the money to spend.

Bilal Malik
Bilal Malik

The challenge with brand management is the migration of a brand manager from creative/visionary to be a spreadsheet/process manager. As a brand manager in the 80′s and 90′s I found the migration of roles to be an issue. Creativity is the key to brand management. The brand manager not only needs to be the creative guru in the room – they need to know how to translate that vision into reality. Ironically that means a good BM doesn't only need to have the strategic smarts – they also need to be able to sell their vision. Hence why a good BM is worth their weight in gold. Thanks for your post! I've enjoyed It..

Belinda Summers (@belindasummers)
Belinda Summers (@belindasummers)

At any side of the marketing industry, more points would still be for content marketing. Even you have the most followers in social media or you're one of the influencer, people will still opt for quality content that could help them, tips and how tos that are sensible and applicable for their business. It's about relaying the right message at the right time with right people else branding fails. Kudos to Michael. :)

Danny Brown
Danny Brown

Great points, Bilal, and so spot on. For me, it's exactly the reason so many brands do struggle to adapt - they're silo'ing roles without understanding how that impacts the bigger picture. If a brand is defined by what it does and how consistently it does it, then essentially every employee is a "brand manager", since they're defining the experience a customer has with the business, regardless of department - support, customer service, sales, community management, etc. As you rightly say, that makes a great BM a core part of any business - or it should.

Danny Brown
Danny Brown

Hey there Belinda, Yep - even though I'm not a huge fan of the term itself, there's no denying that a solid content marketing strategy stands you apart from competitors who are approaching it haphazardly. From research to curation, creation to distribution and all the insights that can garner, it's become a business essential in today's marketplace. The companies that can help businesses adapt and benefit in that world will be the ones that prosper.

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