Customer - Centric" brand management
We have been talking for years about the importance of putting the customer at the center of brand management(customer-centricity), and therefore generating strategies segmented by customer, in a thoughtful way and from the "eyes of the customer". The objective is clear: to create solid relationships with customers, retaining them throughout their life cycle, and not just capturing them as when the focus is more on the market.
The "customer-centric" strategy is an orientation that not only depends on the marketing department, but it is an orientation that must be carried out by most departments of the company, from Sales, Quality, R&D, Supply Chain, Human Resources, among others. For this, technology is providing us with the possibility that this interdepartmental orientation to put the customer at the center of everything, can be done in an easier, faster and more efficient way.
The digital challenge
However, currently, we find that most companies do not have digital platforms that allow them to manage their brand assets and order them according to the needs of their customers. Or if they do have a platform, it does not offer all the necessary potential, falls short or does not integrate with others to create a bidirectional system that feeds on relevant information for brand management.
The main challenge that a digital platform must solve is that, if the assets are well managed, these assets will be correctly focused on the customer, so our strategies and actions will be more effective in the short and long term.
Dynamic brand asset management
Currently, the market offers two types of platforms:
Platforms that compile digital brand assets, which fulfill the objective of ordering and classifying these assets and sharing them internally and externally. In any platform, the correct management of the metadata associated with these brand assets is key to facilitatecustomer-centricity. These assets need to be manually uploaded, making them passive brand asset managers.
Workflow platforms in projects, which fulfill partial objectives of approval cycles of a creative, for example, that do not take into account the globality of a project. They are dynamic workflows, but do not manage brand assets.
In our opinion, the ideal platform is the one that can unite both types of platforms, and that becomes a dynamic brand asset management platform. For this, it is key that the entire workflow is within the same platform and minimize or eradicate workflows that go through other circuits that cannot be integrated into the platform (calls, emails,...).
Cross-platform communication
In the same way that at the user level, we are getting used to technological devices and apps communicating with each other for the same purpose: for example, projecting the series "The Office" to our TV (a recommended classic, by the way), may involve communicating a smartphone, which in turn has the Amazon prime app, which connects to an AppleTV, connected to the TV via HDMI.
This, which can be so common at a domestic level, is what we should also demand at a professional level in the management of brand assets, not having a multitude of independent software and platforms, but a hub platform that allows interconnection and communication with other platforms/software such as SAP, Oracle, Slack, G-Suite,... In this way, the management of brand assets is simplified and coordinated to perfection.
MyMediaConnect: our digital platform
Fortunately, and thanks to the background of several years working on various digital platforms, but also because of the background in the business environment and the domain of the graphic chain, we can say that our MyMediaConnect platform responds to new business challenges, providing a powerful, versatile and modular platform that fits the real needs of each client.
Mainly, MyMediaConnect differs from other existing platforms because:
It is a dynamic brand project manager that nurtures the platform's brand assets as they are created/ordered.
It allows the creation of unlimited users, with a single payment, not linked to individual licenses, to simplify the management of the platform and the traceability of users.
It can communicate with other platforms, thanks to existing integrations, but new integrations can also be considered, as it is open source.
It allows to adjust to the necessary project management needs: the platform adjusts to the way the company works, not the other way around.
For all these reasons and many others, we invite you to contact us to get to know the platform and all its potential in brand management, for a more intuitive, fast and efficient management. Shall we talk?
