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How did "brand management" get onto IT's to-do list?

by Dave Hannon

September 8, 2011

By Dave Hannon


"Brand management" isn’t something you learned about in an IT certification training course. And it’s probably not something that comes up in your ERP project meetings. But it is something that is rapidly becoming an IT issue. (Thank you Mark Zuckerberg.)

In the era of social mobility (or is it mobile social-ability?) brand damage spreads faster than a professional golfer flying out of his driveway after his wife has read his text messages. Let's face it - success stories are great, but crash-and-burn stories get the retweets.

And it's one thing for a celebrity to get caught in a compromising position. But when it happens within the enterprise – within YOUR enterprise – those panicky folks up in marketing (you remember them—with the funky glasses) are looking to technology to track the exact extent of the damage as well as find ways to counter it.

As this article on social media marketing points out, "brand management is less about holding your brand's hand out in the world, and more about listening and learning from your customers' experience to guide your brand appropriately away from dangerous situations."

And the "listening" part requires the right IT strategy. In fact, the IT solutions used to monitor these trends are now referred to as "listening tools." And there are a number of "listening tools" emerging today to suit the needs of various businesses. Some are smaller, focused tools that let a single or several users track brand mentions.

But as Deloitte points out in this Deloitte Review article, for large companies, there needs to be a broader, more integrated strategy in place to analyze and disseminate the information that's being gathered. Deloitte points out that steps in that strategy should include:

  • Integration of traditional and social media monitoring into existing enterprise resource management systems and risk management processes
  • Use of advanced analytics to predict potential brand risks and proactively manage these risks
  • Incorporation of brand risk management into an overall risk management framework
  • Improved training for employees on brand risks and their role in reducing the likelihood of brand risks
  • Better tracking of brand risk and brand value metrics, including incorporating these metrics in management and external reporting

Now it makes more sense, right? You see "systems" and "analytics" and "framework" and "reporting" and you realize - successful enterprise brand management is, at its core, an IT strategy.

If you’re an SAP customer, you have a head start in many of these areas. You've got an enterprise platform to build on, you've go t analytics, you've got (maybe) integrated CRM. Heck, you're halfway there already. In fact, many of you may have already implemented such a strategy (if so, we should talk).

For those of you who are still trying to develop a strategy, I'm going to pass on a couple of articles that might help drive the point home and get you off and running (note these articles require subscriptions).

This article in Project Expert includes a very useful section on sentiment analysis for SAP users:

Social Tools for the Business Part 2: How Your Company's Image, Marketing Strategy, and Sentiment Analysis Efforts Can Benefit from Social Media Tools

And here's an article from GRC Expert that will be helpful:

Use SAP StreamWork to Track Sentiment Analysis and Performance Metrics

As always, I welcome your feedback.


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