Cambrient, South Africa's foremost integrated digital marketing specialist, has partnered with leading brand consultancy Enterprise IG in a joint venture that will offer Enterprise IG's clients complete digital branding products and services.
Called Master-brand and powered by Cambrient, the digital solution will streamline the often tricky and cumbersome process of brand management for Enterprise IG's clients, which often operate across a number of territories. Master-brand provides them with all the tools to maintain brand consistency and standards: an updateable brand guidelines manual, online information on logo sizes, colours, fonts, copy instructions, marketing strategies, managed workflow, and the placing of orders - all in realtime. It's the ultimate solution for busy brand managers who need to maintain control over how their staff are implementing the brand.
With a 28-year history in South Africa and a network of 23 offices in 21 countries, Enterprise IG has worked with a number of the world's leading businesses to help them define, evolve, build and manage their brands around the world. Locally, its portfolio includes Neotel, Absa, Castle Lager, Standard Bank and Southern Sun, to name a few. Globally, it counts HP, Vodafone, Deloitte, Castrol and Shell among its clients.
"Employees have the best intentions, but with brands going global and spreading to different regions and territories, it has become a correspondingly difficult task for brand managers to maintain control over their brands. Digital technology - with its ability to overcome physical limitations - is the ultimate tool in maintaining consistency," says Cambrient CEO Kevin Lourens.
He adds: "Our Web-based solutions enable clients to manage brands, place orders and drive marketing standards. Digital technology also offers the best and most effective way to implement agency and marketing best practice through process redesign and workflow implementation."
Organisations that Cambrient has worked with in the areas of brand management and process improvement include Appletiser, Nedbank and MTN, for which it created a continent-wide marketing information system.
"Controls are vital when it comes to consistent and effective branding," says Enterprise IG South Africa MD David Blyth. "Our new partnership with Cambrient puts us in a better position to improve brand management controls using their solutions."
"Cambrient understands both marketing and branding, and it has developed its offerings with a marketing orientation rather than one driven by technology," adds Blyth. "This is important to us. From a number of potential partners, we identified that Cambrient has invested a great deal of time and resources in its offerings, and it shows - they have been very well thought through and are in line with our business' needs."
The evolved Master-brand has already been presented to a number of Enterprise IG's clients, adds Blyth, with a very positive reception.
"Our partnership offers clients the best of both worlds," adds Lourens. "On the one hand, we specialise in helping clients protect and project their brands using digital tools and techniques. On the other, Enterprise IG has established an unrivalled ability to create, maintain and build the brands of the world's leading companies. The combination is set to have a major bearing on our mutual clients' brand and marketing strategies."
Cambrient is a South African full service Web development, content management and marketing process management company. Its solutions for large and medium-sized websites are based on world-class content management systems. Because these solutions are locally developed, they are priced competitively and clients' requirements can be addressed immediately. Cambrient has developed over 300 websites, many of them for the top corporate names in South Africa, and internationally. In a world where websites are becoming the single most important way to access information anywhere, Cambrient's content management focus is on organisational information assets and their appropriate structuring, storage and re-purposing. Cambrient's marketing process management solution automates key processes in the marketing department, freeing up marketers for creative work, cutting down on admin, lowering costs, creating transparency and reducing financial risk.