Solutions
Organizations spend millions of dollars on developing their brand strategy, identity and messaging. Most of this investment results in communicating images and voice through the company’s web site. Marketing teams (aka – the brand police) spend significant time and effort ensuring that the brand and its positioning is accurately represented by all stakeholders. This is extremely challenging as most “tools” are focused on the brand creation and not compliance.
Most companies do a great job of communicating their brand through their primary web site; however, an organizations entire value chain represents the brand. It is equally important for the hundreds or thousands of partners to accurately adhere to the brand guidelines & standards. Brand inconsistencies across social media & partner web sites can dilute the brand and confuse the customer.
Possibly the worst offenders of non-compliance are Company employees. Presentations supporting the brand are often assembled from earlier decks and are often using brand images or messaging that were part of an earlier campaign. These PowerPoints or Google Slides are quite challenging to monitor, especially in large, global organizations.
Estimates range up to half a trillion dollars annually in sales from counterfeit goods & services. Not only does this result in direct revenue loss, but also can have a dramatic negative impact on brand loyalty and trust over the long term. The rapid spread of e-commerce makes it easier for a few bad actors to quickly undermine exhaustive brand building efforts.
Trademark, copyright, and patent infringement can also lead to extensive opportunity cost, not to mention the direct legal fees exhausted in defending a brand. Global IP enforcement by governments have not been the highest priority despite the massive economic cost. The burden of enforcement most often falls back to the company to initially identify and then pursue recourse. The tools to support these efforts are quite limited.
LUX can be deployed to lead your brand compliance initiatives. LUX can easily identify tens of thousands of daily brand references across web sites, social media, news feeds, document storage and ecommerce. Each reference (images as well as messaging) can be analyzed to assess if the branding is current, compliant and accurate. Scoring systems can be applied so that your valuable marketing resources can focus on the most important, flagrant brand offenders are identified and prioritized for potential discussion. LUX will ensure that your branding investment yields the ROI that you were expecting!