Multichannel Brand Management: Refine Your Message

Organization, Easy Access

The catalogers that organize their brand standards and all the elements needed — and even examples of use — in an FTP site accessible to all vendors, communicate their brands the best. Many vendors, such as e-mail or Web programmers, have no marketing training, so they really don’t understand how branding works. This is where many an integration strategy suffers from a general lack of experience.