Online networks improving speed-to-market

By streamlining its brand assets, one healthcare company has improved communication and visual consistency—and it expects to save $11 million or more.

The management of all these assets is tough enough for many consumer packaged goods companies. It often worsens when products are marketed globally. The process is tedious because packages and other brand assets are developed from an array of sources, such as design agencies, worldwide. When that happens, the result often is packaging that doesn’t look consistent on shelf from country to country.

New graphic life-cycle management systems are coming onto the market to help brand owners solve this challenge as it relates to the design-to-print process. CPG companies that are using these systems are beginning to achieve success. However, for proprietary reasons, they hesitate to discuss the details. But, Shelf Impact!, working with Sun Branding Solutions (www.sbrandtech.com), one provider of such systems, culled together a generalized case study based in part on a CPG company’s approach using its Online Digital Information Network (ODIN) to store, access, route, and distribute brand assets, such as package-design files.

Healthcare company project

The CPG company is a global healthcare brand owner whose objective was to streamline the design-to-print process from a single global platform. The company operates in 60 countries, with more than 40 manufacturing facilities, and markets its brands in 180 countries.

Lacking a graphics life-cycle management system, the healthcare brand owner sought a comprehensive way to streamline the design-to-print process and thereby expedite and more cost-effectively operate across all its worldwide markets. Because the company worked with numerous agencies, little transparency or control existed over brand assets. Contributing to the inefficiencies, those assets, including design and artwork, were stored on multiple disparate systems.

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