The Brand Management Playbook

Brand management plays an integral role in creating a streamlined omnichannel buying experience for both B2B and B2C customers. In order to serve the complexity of branding across organizations, marketers must ensure their brand is consistent everywhere, from the organization’s website to social channels and beyond. Failure to deliver consistent messages and campaigns carries huge risks — not only to brand identity, but to customer acquisition and retention, as well.

This report covers:

  • The biggest challenges of brand management in complex organizations;
  • How to identify relevant touch points and conduct a brand management audit;
  • Best practices for creating, enforcing and delivering customized content that supports the brand; and
  • How technology solutions can help maintain consistent brand messaging.

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