BrandMaker at Commerzbank - working with corporate style
Good day!
BrandMaker-Russia has been blogging on Habre a little less than two months. During this time we have already briefly talked about the BrandMaker system as a whole and in a little more detail about some of its component modules ( Media Resources , Marketing Planning , Web-to-Print , Review Manager ).
In today's publication we move from theory to practice. We present to your attention the description of the real system operation on the example of BrandMaker, one of the European customers, Commerzbank AG, the largest banking group in Germany.
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“Commerzbank was looking for a software solution to increase the efficiency of central and local communications,” says Rolf Darmstadt, director of public relations at Commerzbank AG. - At the same time, this tool had to guarantee full compliance of communications with the company's corporate identity. In addition, the head office in Frankfurt wanted to have more information about the local communication activities of the branches.
- Preference was given to BrandMaker because of the flexible possibilities of the system to adapt to the requirements of customers and its excellent technical data. In addition, BrandMaker allowed seamless integration into third-party automated marketing processes - marketing service providers and creative agencies, which was an important factor in the choice for Commerzbank AG.
As a result, the solution developed for Commerzbank based on BrandMaker modules is one of the most striking and successful examples of using MRM systems for working with media resources and corporate style.
So, how it all looks in practice *
A person who has an account in the system enters the browser, enters a username and password:
Goes to the portal main page:
In this case, it serves as a kind of internal corporate information page - it publishes news related to the development of new promotional materials, changes in regulations, and the like. In the center is a large block in which flash banners scroll. In the horizontal menu under the orange bar are buttons that lead to the main tabs. Consider them in more detail.
The first three tabs after “News” are made specifically for the bank’s order and, strictly speaking, are not part of BrandMaker. In fact, they form a mini-site dedicated to the brand.
Tab "Our Brand" . This is a kind of encyclopedia of the brand: here you can find information on the mission and values ​​of the bank, its history, etc. Everything is implemented in the form of small articles that can be opened from the side list. There is a version for download in .pdf format.
The next tab is devoted to corporate design and is implemented around the same principle: there is a side list in which information on the requirements for corporate style is laid out in categories. At the same time, where necessary, the right to immediately give links to download documents with detailed requirements and examples - so that you can, for example, send to the designer or to the printing house.
With “Best Practices” everything is also clear - here they publish the most successful promotional materials of the bank, examples from different years, different departments.
And finally, the actual development of BrandMaker. The “Media Poool” tab is the central repository of all media files, equipped with tools for searching, viewing, converting to different formats (for more information about the module, read here ).
And the “Web-to-Print” module, which allows managers to independently edit printed materials using predefined templates. We also wrote about this module recently .
What was the result of the introduction of this portal for the bank?
• A single resource was created to promote corporate values ​​and disseminate relevant information on the branch network.
• Reduced time to market new products
• Improved communication between center and branches
• Due to standardization and partial automation of work with media files, the overall efficiency of the bank’s marketing services has increased.
* Commerzbank has kindly provided BrandMaker with the opportunity to use the beta version of its server for promotional purposes - as a demo stand. All screenshots are from there. The release version differs from beta only in the volume of stored content and its relevance.
BrandMaker-Russia has been blogging on Habre a little less than two months. During this time we have already briefly talked about the BrandMaker system as a whole and in a little more detail about some of its component modules ( Media Resources , Marketing Planning , Web-to-Print , Review Manager ).
In today's publication we move from theory to practice. We present to your attention the description of the real system operation on the example of BrandMaker, one of the European customers, Commerzbank AG, the largest banking group in Germany.
')
“Commerzbank was looking for a software solution to increase the efficiency of central and local communications,” says Rolf Darmstadt, director of public relations at Commerzbank AG. - At the same time, this tool had to guarantee full compliance of communications with the company's corporate identity. In addition, the head office in Frankfurt wanted to have more information about the local communication activities of the branches.
- Preference was given to BrandMaker because of the flexible possibilities of the system to adapt to the requirements of customers and its excellent technical data. In addition, BrandMaker allowed seamless integration into third-party automated marketing processes - marketing service providers and creative agencies, which was an important factor in the choice for Commerzbank AG.
As a result, the solution developed for Commerzbank based on BrandMaker modules is one of the most striking and successful examples of using MRM systems for working with media resources and corporate style.
So, how it all looks in practice *
A person who has an account in the system enters the browser, enters a username and password:
Goes to the portal main page:
In this case, it serves as a kind of internal corporate information page - it publishes news related to the development of new promotional materials, changes in regulations, and the like. In the center is a large block in which flash banners scroll. In the horizontal menu under the orange bar are buttons that lead to the main tabs. Consider them in more detail.
The first three tabs after “News” are made specifically for the bank’s order and, strictly speaking, are not part of BrandMaker. In fact, they form a mini-site dedicated to the brand.
Tab "Our Brand" . This is a kind of encyclopedia of the brand: here you can find information on the mission and values ​​of the bank, its history, etc. Everything is implemented in the form of small articles that can be opened from the side list. There is a version for download in .pdf format.
The next tab is devoted to corporate design and is implemented around the same principle: there is a side list in which information on the requirements for corporate style is laid out in categories. At the same time, where necessary, the right to immediately give links to download documents with detailed requirements and examples - so that you can, for example, send to the designer or to the printing house.
With “Best Practices” everything is also clear - here they publish the most successful promotional materials of the bank, examples from different years, different departments.
And finally, the actual development of BrandMaker. The “Media Poool” tab is the central repository of all media files, equipped with tools for searching, viewing, converting to different formats (for more information about the module, read here ).
And the “Web-to-Print” module, which allows managers to independently edit printed materials using predefined templates. We also wrote about this module recently .
What was the result of the introduction of this portal for the bank?
• A single resource was created to promote corporate values ​​and disseminate relevant information on the branch network.
• Reduced time to market new products
• Improved communication between center and branches
• Due to standardization and partial automation of work with media files, the overall efficiency of the bank’s marketing services has increased.
* Commerzbank has kindly provided BrandMaker with the opportunity to use the beta version of its server for promotional purposes - as a demo stand. All screenshots are from there. The release version differs from beta only in the volume of stored content and its relevance.
Source: https://habr.com/ru/post/132801/
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