Click to learn how MarTech can help connect creative and technology to facilitate brand consistency.

1. Public
www.bynder.com

2. www.bynder.com | info@bynder.com
Connecting Creative and
Technology for Brand
Consistency
Chris Lang
President, Bynder US

3. Foundation: Then and Now
Interactions Among Teams
Purpose of a brand
Mediums
Are brands evolving at the same rate of all this change?
Are teams and technologies truly connected enough?

4. Digital interactions influenced retail sales to the tune of $2.2 trillion in 2015 (Deloitte)
By 2017, there will be more internet traffic than all prior internet years combined (Cisco)
Over 2 trillion Google searches are made every year (Search Engine Land)
WordPress users produce about 65.4 million new posts and 44.8 million new
comments each month (WordPress)
Content Chaos

5. Welcome to the age of digital!
“‘Digital marketing’ is redundant” - Salesforce
90% of customers expect consistent interactions across channels (DMNews)
64% of marketers cite lack of resources and investment as their top barrier to
omnichannel marketing (DMNews)
Only 16 % of marketers feel that their organizations are delivering customer
experiences that truly fulfill their brand promises (CMO Council)

6. Where Are All the Marketers?
But what does marketing hiring look like today?
(Source: Indeed.com)ed.com

7. Welcome to the age of replacing humans with
technology!
CMOs buy systems now for emerging tactics and channels
Spending on marketing technology has surpassed advertising spending (Gartner)
78% of businesses indicate they plan on adding more SaaS platforms to their organization
(Better Buys)
“We’ve got a platform for that”

8. There Are Several Options

9. Result
Team Challenge
Marketer or System Admin?
Toggling between different automation platforms
Less time for great marketing and innovative ideas
Brand Challenge
Developing strong brand identity
Maintaining strong brand identity
Internally: platform to platform
Externally: cross-channel

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System vs Ecosystem
A collection of systems does not equal one cohesive ecosystem

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The Cohesive
Branding
Technology
Ecosystem

12. The Game of Telephone in MarTech
The brand message runs through a ‘game of telephone' across all systems
The potential for each platform peaks if it does not fit into the ecosystem
When the message gets confused...

13. The Importance of the Ecosystem
The technology ecosystem powers the brand in 2016
The role of the brand today:
First touch awareness
Customer experience and retention
“Crucial financial asset” - Forrester
Not a catchphrase, but a lifestyle

14. The Right Way
Branded experience powered by technology

15. The Wrong Way
The Panasonic 'Woody'
(source: Inc.com)

16. The Wrong Way
Bob from Sales

17. The Wrong Way
Bob from Sales:
Pulls the wrong document from the brand portal…
Cites the wrong information off the website or intranet...
Result: Deals lost, brand diluted, legal ramifications
Bob = The ROI Destroyer

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Review: Systems vs Ecosystem
The purpose of a brand now vs. a brand then
A collection of technology systems does not equal one cohesive technology
ecosystem

19. What’s a Brand to Do?
Short Term:
Establish brand guidelines
Prioritize connectivity for branding
Sunset platforms that break the chain
Beyond marketing, start acknowledging:
Who has their hands on digital
Who is shaping brand identity
How they are using platforms and accessing the assets

20. What’s a Brand to Do?
Long Term:
Connectivity = pillar of brand strategy and business strategy
Look out for the do-it-all platforms
APIs & Plugins
Mergers & Acquisitions activity
Long term ideal: one branding ecosystem platform

21. Closing Thoughts
@getbynder
@Chris_Lang_

22. Thank You!