SO DIGITAL Global Brand Operations Excellence Platform

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Misaligned Global Brand Function

Strategy execution between headquarters and countries or global strategy and local implementation is out-of-tune. This misalignment becomes especially obvious during campaign execution and product launch brand campaign support. Waste of time, money and process data exponentially grows within these deadline determined and intensive downstream and upstream campaign information and brand assets flows between headquarters and countries.

Trapped in Email Micromanagement

Process driven digital enablement of branding seems to have bypassed even biggest and very brand driven organisations. Operations which involve actual steps of branding, workflows, and especially top-level ones - between geographically dispersed organisational levels which work as virtual teams in global campaign execution, still rely on email as a 'branding software'.

Late Nights At The Office

Global organisations that mostly are the owners and creators of global brands, in the process of 'going global' have became so complex that, their organisational structure itself creates complexity costs in term of time lost, loss of agility and speed. The way brand professionals incur complexity costs are days and days spent with flooded inboxes, assets chases and overtime - late nights spent at the office, instead of with their friends and families.

'Gut Feeling' Decision Making

Without a centralised system which would treat global branding execution as a business process, data is lost, and trapped in individual inboxes or at best on organisational levels (such as EMEA or a single country). Branding professionals, without centralised process data sources or centralised output data sources are actually forced to make decisions based on their 'gut' and personal experience.

Deteriorating Global Brand Practices

Without being codified within softwares of other types of documented processes, brand building knowledge, and especially branding execution methodologies, tactics, processes, and steps drip away from the organisation with each employee that leaves. This is how branding practices and brand expressions organisationally deteriorate and become inconsistent.

Agency overtime charges

Global branding execution as a process is a complex system where geometrically rising number of interactions between elements and participants create exponentially rising complexity costs.. (In)visible results of complexity costs of global branding execution are hundreds of thousands wasted hours in misalignments between organisational levels. Misalignments also often lead to last minute launches which create additional costs and overtime charges by agencies.

Branding Process Execution Platform

Platform architecture represents a tiered digitalised brand content supply chain system that resides on predefined user level roles and needs, assigned platform and campaign process phase views, mapped out stakeholder/partner brand touchpoint specs, brand directives and 3rd party productivity tools. Tailor made to an organisation’s operative model, coupled with responsive customer service that operates with 1 hour turn-around & response times.

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Our service merges technology that creates structure both on supply and demand side of brand content relationship between headquarters and countries with scalable and cost-efficient digital brand production resources. Together they compose a support system that is able to effectively handle wide range of digital brand content needs.

Who is it for?

Central brand teams who oversee branding execution in multi-market environment. HQ and country based global brand professionals, trapped in email micromanagement of internal stakeholders across organisational levels, daily witnessing waste of time, money and opportunities due to misalignments in global execution.

When is it needed?

Late nights at the office, email chains, asset and people chases ending up in last minute launches and overtime charges by the agencies are all symptoms of a misaligned global brand function. If on top of this you keep track of the execution - specs, journeys and reporting in excel sheets and different programs, you are digitally disabled and set up to fail.

Who benefits?

Establishing clear roles and responsibilities, translating them to platform interface in shape of user levels, standardising and codifying branding operations, introduces digital processes which benefit all involved. Headquarter and country level brand professionals save time and money, while capturing campaign operations data.

How is it implemented?

Our implementation model is based on the combination of continuous improvement and agile delivery methods where we continuously explore operational problems in brand content operations, and quickly iterate on platform solutions to them.

Exploration workshop is followed by a MPV which is iterated to the pilot version of solution, later to be successfully scaled to an increasing number of brands and countries. In this way we completely remove any implementation risks, as success is only a matter of persistence.

How long does it take?

While noting that each client's internal organisational system and operational context set the pace for the actual implementation, from the initial contact to the workshop as a collaboration first kick-off milestone should not take more than two months.

Workshop deep dive into your operational context will enable us to give you an accurate timeline. However, on average, first MVP is deliverable within a month, while first pilot within 3 months. Scaling up to the complete solution should take between 6-12 months.

How much does it cost?

Even though our solutions are completely tailor made to you and your organisational setup, our innovative business model enables us to deliver them at comparably lower prices. For a two year period, cost per country (unlimited users) ranges between 100 - 500 EUR per month.

Pricing structure evolves with time. Until the pilot, we charge subsidised hours of development, project management and workflow optimization consulting. As we transition to the scaled up version, hours disappear, transitioning into subscription.

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Scaling up centralised brand campaign execution

Nike EMEA Brand Digital Wholesale.com department leverages SO DIGITAL GLOBAL BRAND OPERATIONS EXCELLENCE PLATFORM to simplify, speed up and scale up centralized digital brand campaign execution within the 14 WE markets’ e-retail network.

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Transforming global brand marketing, creative and eCommerce function into a competitive advantage

(EMEA) 14 markets

brand digital wholesale. com team / brand creative team / digital supply chain team

(EMEA) 47 markets

in-house marketing / creative agency

(EMEA) 17 markets

in-house creative agency / HBO Max EMEA CS / marketing department teams (11 teams) / WarnerBros IT team

(WHQ)

CRM / Internal Comms team

Europe (10 markets)

media / integrated marketing / UGC / creative / local marketing team

WHQ

European D2C eCommerce Team

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Testimonials

"Having your brand represented well on a big retailer such as Foot Locker is a key priority. To deliver such a project, we needed a partner who would understand the needs both of the consumer and the brand. We’ve achieved a great end result: a brand page that serves as the authentic sport destination for the consumer, on and off the field of play, aligned with both Nike and Foot Locker business visions."

Gregory Pek

WE Digital Brand Manager Nike EMEA