Monthly Archives: January 2016

Media Managers Bring Brands to Life

26 Tuesday Jan 2016

Posted by in Communications, Media, Technology, Video

≈ 1 Comment

When someone mentions BMW… most people think about great engineering and high performance. And when someone mentions Apple… they probably think about clean, simple design and reliable technology. What do people think about when they hear your organization’s name?

Video, more so than any other media brings your brand to life. As Media Managers, we have an opportunity and responsibility to be active brand stewards.

Think about your organization’s brand attributes…the aspirational characteristics you want your organization to stand for. We are swift, agile, customer focused, innovative, etc… Now look at the video being produced in your company from the POV of your customers, and stakeholders. Does the video look, feel, and sound like those brand attributes?

We’ve all been trained to know the guidelines around proper use of our organization’s logo. These are generally clearly spelled out and very specific. These guidelines we’re driven and perfected by the print industry. This was a challenging task, but, at the end of the day, it only addressed one static image – the logo itself.

But as motion media has evolved and been democratized – we suddenly realize that people will judge our brand by the pictures, we show, the sounds we include, the pace and cadence of the video and most importantly, in the emotions we express. All of these components and more become our brand.

Writing guidelines around these elements is far more challenging, but, vitally more important than the guidelines around use of a logo.

As a Media Manager, you have an opportunity to champion the cause of bringing your brand to life. But, it comes with the challenge of developing guidelines that are clear, measurable and enforceable.

Well written video standards and guidelines are an important key part of governance. And as user/employee generated content becomes more commonplace, standards and guidelines become more necessary. Being proactive in developing these standards and guidelines helps position you and your team as the experts and gives you the tools to manage and control the video that is produced in your organization.

Without clear guidelines and standards, video becomes the wild, wild, west leaving you and your team with the feeling of trying to address a forest fire with a small garden hose. And more importantly, the raging fire of video that looks, sounds and feels arbitrary and inconsistent, is creating an impression of your brand and organization that can at best be inconsistent and at worst be detrimental to the brand your organization has worked so hard to create and maintain.

So, if you have not begun creating some brand standards and guidelines for your organization, get started. It’s not easy, but, the rewards can be huge for your organization and can help you and your team gain credibility as not just technical and creative advisors, but as a core part of preserving your organization’s most valuable asset – your brand.

This article is contributed by Bill Marriott, CMMA Board Member

Fighting Giants

05 Tuesday Jan 2016

Posted by in Leadership, Management, Technology

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We are a small creative department inside a large company. Too often we feel powerless against any number threats or “GIANTS.” It’s at those times we are reminded of the story of David and Goliath. It’s a good read, offering much to learn.

We see ourselves as little young David, and the perceived threats are the big old Giant named Goliath. Those Giants could be big projects, executive dictates, corporate restructuring, outside agencies, etc. Whether real or perceived, a Giant is still a threat. Failure at the hand of one of these Giants is not an option for a little department. We simply cannot afford a loss.

So, what do we do? Get all the data. Invest time in making sure the Giant is real, and that he is a threat. Make calls, talk with old friends, introduce yourself to the new folks, send open-ended emails, read articles and do some internet searches. You may find that the Giant is just a straw man or shadow of something that is not real at all. If it’s a good day, it’s a real Giant that is on your side and may benefit you! If it’s a bad day…it’s a real Giant, and you have work to do!

The story says David “slew” the Giant. So how did he bring the big guy down? I imagine it might have been a few things like these:

  • Knowledge: he listened, asked, and learned. Make sure you get all the data. Do the research. Be the expert you are.
  • Experience: he was a shepherd…it wasn’t the first danger he’d encountered. Calm down. You’ve been here before. You’ve been around the block. Show it.
  • Skill: he was an expert with the sling. You are an expert on things, especially in the minds of those that may be making the decision. Use those skills as only you can.
  • Attitude: he was not intimidated. Know who’s supporting you and who you represent. Remember what’s at stake. Stay focused, keep your head up.
  • Speed: the little guy was fast. The ability to get things out the door quickly is always an advantage. Get in there and get it done!
  • Agility: he didn’t get encumbered by some over-sized armor. Keep it simple. Be glad you don’t have all those complicated layers in your little department. Think on your feet. Make your move!
  • Influence: he won over the king and all the soldiers. Bring on the happy customers. Parade recent successes. Lean on those that rely on you. It’s your fight.
  • Faith: against all odds, he single-handedly took on the Giant. Sometimes you just have to step out and have faith in what your and your employees can do.

David succeeded. He deftly brought down the Giant while everyone else was cowering. He took advantage of what little he had. It wasn’t much, but it was all he needed.

It’s your turn. Show ’em what you’ve got!

This article is contributed by Roger Hansen, CMMA Board of Directors