Brand Consistency: |
Does your organization use franchises, sales representatives, and/or distributors to market your products and services? Do your sales channels reference a web site that accurately reflects your brand? If not, are you struggling to find an affordable, technically sound web solution that effectively prevents brand dilution? With Knowvision Software, you can effectively centralize or distribute control of your Internet marketing message as you see fit, maintaining brand consistency even on the sites of your valued representatives. |
| Elements of a consistent web brand: |
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Consistent corporate message at all employee, customer, partner and supplier touch points |
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Alignment between corporate Internet messaging and satellite web elements (for example: franchise web sites, regional web sites) |
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Efficient, controlled content management (when you adjust the brand - it happens deliberately and strategically) |
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Communicate, communicate, communicate |
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| Problems with maintaining a consistent web brand: |
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Control over web sites that are independently developed and maintained by franchise owners, sales representatives, and/or distributors |
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Franchises, sales representatives, and distributors sometimes have their own agenda. Many times a franchisee or sales person represents multiple brands |
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Cost in dollars and time of keeping up with business drivers. The market dictates a refocus but the cost is too high. |
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| Knowvision Software makes a good web branding strategy actually work: |
| Knowvision Software solutions keep pace with the changes in market trends and the need for brand focus and adjustments. Knowvision Software solutions are developed to meet organizational needs that fall into three broad categories: |
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Single brand site |
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Co-branded site |
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Template site |
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| Single Brand Site: |
| A single brand site represents a traditional web solution where content is maintained entirely by one corporate entity (such as marketing) - one primary corporate message is delivered via that web asset. Aspen Leaf Software uses the term "mother ship" to describe the single brand site as it is the typical solution promoted by an organization's corporate office. Single brand sites assure complete control over site branding and content. |
| Co-branded Site: |
| A co-branded site offers a unique blend of consistent corporate content (managed by the "mother ship") with "local" content that is created and managed by the franchise, regional office, distributor, etc. Corporate content is managed once by corporate content managers and automatically made available for viewing on all satellite web sites without any need for action by the satellite organizations. Depending on the relationship between the corporation and the satellite organization, the 'look and feel' and navigation are can be governed by either the satellite organization or the corporate head office. |
| Template Site: |
With a template site, Knowvision Software technology is used to "lock down" the "look and feel" and navigation of all satellite web sites. The "mother ship" completely controls web branding on the satellite web sites using one or more predefined templates. Satellite organizations control those portions of site content, documents, forms, events, etc. that help them effectively communicate with their particular constituency.
The flexibility of Knowvision Software technology enables an organization to implement one or more of these branding strategies, based on their particular strategic needs. |
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