Multichannel Brand Management: Refine Your Message

So along with the FTP site, have an internal “brand policeman” — someone who knows your unique selling proposition, design and selling strategy intimately. That person can guide developers within your channels.

An example of a brand misinterpreted by a Web programmer: The brand standards at PeopleSoft were very clear. There was a Web site in which you could access CMYK and Pantone color schemes, many logo variations with rules on logo treatment, and even fonts and approved photos.