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Some things about marketing are universally acknowledged to be difficult; Calculating ROI, Securing budget and keeping the sales team supplied with leads (and happy!)
But others things like staying on brand, version control of documents and quickly and efficiently proofing files are a walk in the park, right? Wrong.

You’ve probably heard of Murphy’s Law. The one that says, “If something can go wrong, it almost certainly will”. Well, there’s a variation on it that could easily be applied to those and the other simple challenges that marketers face, “While important things are simple, simple things are never easy.”

It’s an optimistic (and oft-disappointed) marketer that believes a fool-proof set of brand guidelines distributed across the business will ensure everyone sticks to the letter of them, or that proofing a piece of collateral is a task that can be speedily accomplished by even the most junior member of a team.

In reality, without the right application in place, these and plenty of other simple marketing tasks are just not as easy as they should be. It takes Brand Asset Management technology to strip out the repetition and automate/enforce rules so that the marketing team doesn’t need to.

I couldn’t re-call it so had to Google the term for when a brand-name becomes so popular and all-pervading that it’s accepted as a common noun. Think Hoover (for vacuum cleaner) and Xerox (for photocopier). It’s “generification”, apparently. Or the sinister sounding “genericide”, if you want the proper legal term. My prediction for another was “Kindle” because, while there are plenty of other devices on the market, Amazon seemed to have captured hearts and minds with its model. The latest research points to on-screen reading falling out of favour though.

Looking for marketing ideas to liven your campaigns, bring print and online togeather, help map the customer journey?