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I Need Examples Of Brand Savings To Impress Cfo's.
Posted By: ed on 8/4/2005 11:42 AM (CST) 125 Points
I'm doing a presentation outlining how focusing the corporate brand can save the company money. This presentation will be to CFO's of companies. I want to hold their interest. I'm looking for insight and specifics.

Posted by: SRyan ;] Member Response
8/7/2005 7:26 AM (CST)
No responses yet, Ed?

Maybe focusing the brand to SAVE money isn't a message that makes a whole lot of sense. The opposite, perhaps? Focusing the brand to increase revenue. Or talk about measuring brand value to the bottom line.

Sorry I can't be of much help here!
 
Posted by: ROACH* Accepted Answer
8/8/2005 9:53 PM (CST)
I agree with you that the ultimate goal of focusing the brand is to increase revenue, but one example of savings comes from a peer of mine in Michigan. She is working on the brand of a commercial glass manufacturer where the catalog people addressed brand image separate from the advertising divison. She convinced them to focus on one brand message instead of the two they were using. At the time the advertising and the catalogs looked like they were coming from two entirely different companies.

This consolidation resulted in several hundred thousand dollars in savings, and also an increase in revenue due to a stronger focused direction. I'm looking for more examples like this, as I'm told that CFO's are more concerned with savings as opposed to revenue generation.
 
Posted by: Morar Consulting Accepted Answer
8/15/2005 3:54 AM (CST)
The example I had indirect experience of was IBM, who by rationalising their vast plethora of sub-brands and product names / descriptors into a simple monolithic brand architecture, saved $50+ million a year in direct packaging and protection (legal) costs alone.

However when you consider the additional savings from rationalising their advertising actitivities, from limiting their support to the IBM brand alone, then this $50m is a drop in the bucket.

Definitely worth researching further - good luck!

Roger.
 
Posted by: rob Accepted Answer
8/16/2005 7:25 PM (CST)
It's definitely not a story about saving money but increasing revenues. There's a great research study on the British Design Council site that makes the case for design and branding on corporate value. The web site is http://www.design-council.org.uk.

You might also want to check out http://www.brandchannel.com for more info to help your presentation.

Best of luck. If you need further help, feel free to get in touch with me. I've been through this kind of thing before at the C-level of a major international firm.
 
Posted by: Shelley, MProfs Moderator Response
8/27/2005 6:16 AM (CST)
I am closing your question since there has been no activity in over a week and it's getting stale. Next time you post something on our forum, please reward the contributions of participants in a timely manner.

Thanks for participating anyway, everyone!

 


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