Insights


On Board - Petplan

Tuesday, 27 April 2021

Lockdown did not slow down Petplan in getting their new bethebrand system from brief to live in just 3 months. The new system, nicknamed RAP (Review and Approval Portal), provides a suite of functionality fully configured for the award-winning pet insurer.

Over the last 40 years, Petplan has helped millions of pets through illness and injury. Today, Petplan insures over 1.3 million pets, more than any other provider, with an outstanding record of paying 97% of the claims received. Petplan is a subsidiary of Allianz Insurance plc, part of the Allianz Global Group.

As the UK’s leading pet insurer driving a market-leading marketing programme, Petplan needed a system that could support its sophisticated multi-channel, multi-media marketing communications mix. What’s more, they wanted to further boost the business’ ability to collaborate, be creative and be nimble.

Petplan reviewed many different systems providers prior to appointing bethebrand in the Autumn of 2020. What they found is that many involved too many workarounds and compromises, or were too complicated. The team did not want to compromise in getting a system that could be moulded to exactly to how they like to work.

A great example of this is the RAP system feature to allow peer review. Rather than a signoff procedure, this allows team members to provide feedback and ideas for the development of new marketing assets. So well before an asset proceeds along a sequential signoff round, everyone can contribute and work together. This not only enhances speed to market, but also delivers the very best solution.

Petplan has built a powerful brand and managing brand delivery across all touch-points is key for success. As part of the build, bethebrand has delivered a brand guidelines and imagery site, all housed within the RAP system, providing an important brand management tool to play its part in supporting the team in driving Petplan’s competitive advantage.

The pandemic created no barrier to getting the system up and running speedily. A series of remote workshops allowed the team to quickly identify how they wanted the system configured, which laid the blueprint for rapid implementation.

Managing the Expiration Dates of Financial Services Literature Or How to prevent becoming wilfully blind to a massive problem

Tuesday, 27 April 2021

Wilful blindness is far from a new term. It came to be used in legal circles in the middle of the 19th century and has cemented itself firmly as a concept, not only in law but also in many other walks of life. Not least of these is in business.

How often have we been in a situation where there is an opportunity for knowledge and an opportunity to be informed, but we simply choose not to? We choose to keep ourselves in the dark, blind ourselves to the existence of the facts, look away singing la la la la la la. (If you would like to know more about how we all succumb to being wilfully blind have a read of Margaret Heffernan’s fabulous book Wilful Blindness).

Perhaps the first and most common issue that we see in supporting clients obtain the right digital asset management solution for their financial services business is expiration dates.

Without a system driving a process to keep on top of expiration dates then keeping on top of them is simply a matter of human will.

The problem with human will is that it can be beaten down. Beaten by 101 different demands every working day, restructuring, reorganisation, people coming, people going, and simply ‘Well no one’s going to fire me for letting this slip, so I’ll stick my fingers in my ears and just start singing la la la la la la’.

In financial services, not managing expiration dates represents a significant breach risk. If you let 1 turn into 10, then before you know it you are into the 100s and systemic wilful blindness has well and truly kicked in.

If you are relying on the old ‘excel and email’ solution for document management then you are basically setting a timer for the problem to manifest itself.

If you are relying on an off the shelf document management and storage system, then more often than not you are still going to need to police a system with human beings, with their will to do the job being crushed every day.

Systems are the only answer to their management, because the last place you need to showcase your expiration exasperation is on a regulation audit.

Every financial services business is different, but the system process remains constant. With bethebrand, the system configuration can be set-up so that certain trigger events automatically generate a workflow.

So an asset that is both “Product = A or B and also “Audience = X or Y” and the expiry date gets to Z days, a workflow is auto-generated to start the asset update. In all instances, the workflow auto-adds the asset owner as the deliverable owner and auto-checks out the asset into the workflow. In addition, for example, if a print asset is archived, a stock destruction workflow is auto-generated to ensure that printed stock of that asset is destroyed.

If you are experiencing expiration exasperation, give us a call. You will find a friendly ear and an answer to eradicating the problem.

Brand Impact of DAM

Monday, 26 April 2021

“I sang 'Nessun Dorma' twice with Pavarotti, and he told me he'd heard 'Smoke' about five or six times, and every time was different. He was so jealous because if he deviated one jot from the traditional interpretation of the famous arias, he'd be crucified. We have the freedom.”

Ian Gillan - Deep Purple

Some of us at be the brand are old enough to remember when artwork was created and transported in paper form in the last century. It’s hard enough to say ‘the last century’ let alone remember the protracted and time consuming process of marketing communications in an analogue world.

In those days where office receptions saw an endless stream of bike helmets and leather the concept of control was a far off dream. Marketing was far more ‘rock and roll’ in the context of Ian Gillan’s quote above. But the management of a brand needs to be a far more of a classical piece.

We work for many different companies in many sectors. But services businesses are a centre of excellence at be the brand. Brand management in the context of a services business is complicated.

A brand is the heart beat of a services business. It is built and defined by the product of a thousand gestures. Every human interaction either feeds or starves the brand of its desired positioning. So the management of a services brand can be anarchy if systems and controls do not lie at its heart. Because the brand is in the hands of many many people.

Digital Asset Management (DAM) has a crucial role to play in the management of a services brand. The brand identity is the emblem of the brand’s promise. Every marketing communication is the articulation of the brand’s promise, underpinned by systems and behaviours that deliver a customer experience aligned to the brand.

So if a good DAM were music it would be classical. Because a good DAM negates the risk of human interpretation in both the emblem and communication of the brand’s promise. You maintain control of what happens.

The heart of our approach is simple; to deliver DAM systems that revolutionise our clients’ marketing workflow management, ensuring full internal stakeholder involvement and delivering detailed archiving to underpin marketing and business continuity.

There is an important place for rock and roll in marketing, defined by the creative process.

But delivery needs to be DAM driven, to a classical score.