Written by
Chuck Driskell
8 MIN READ
Posted on 26/08/22
I love to help my clients discover novel, more efficient ideas to improve their brand. Sometimes, like a good joke, the old ideas are the best. And sometimes, looking outside your network for a fresh perspective is the best place for inspiration.
GLIMMA America has been operating in the USA for two years: working with various companies, including our role as brand experience partner for Delta Air Lines.
We deliver expertise in many aspects of brand communication. But one that stands out is our ability to harness the power of physical assets. One nagging and personal observation I have had over the last few years is how many physical assets have been designed out of brand communication strategies. The trend for anonymity has airbrushed brands from our vista. Why?
I called two friends in leadership positions to check I wasn’t projecting a delusion.
One is a CMO at a multinational. The other is the CEO of a large organisation doing business in North America. My question to them both was: “What have you done to harness the branding power of your physical assets?”
The CMO gave a great answer. “Not enough.” The CEO, who I’ve known since we were children, said: “I have no <expletive> idea.”
'Digital is essential. But as time has moved on, we’ve lost how vital physical assets can be. Happily planning and auditing physical assets isn’t as tricky as it once was.'
Not long ago, someone had to physically visit each site and walk every bit of owned space. Now, with GLIMMA’s brand asset technology, we can be your eyes across the USA, pushing surveys out to field personnel that capture essential data at a fraction of the cost.
When all the assets have been captured, they’re evaluated based on numerous criteria, including on-brand, condition, and visibility – all structured around your goals. We can even create a webshop that enables field partners to order assets in bespoke sizes for their stores, offices, workplaces, buildings, fleets and factories.
So, it’s an old idea, but many brands are failing to harness the power of their physical assets. Now, what about the new?
The USA is big. It’s easy not to look outside its borders. But GLIMMA is an international organisation, and our partners bring innovation from different cultures and countries. These fresh perspectives can unlock myriad ideas and innovations – and ultimately increase income for you, too.
'Our partners bring innovation from different cultures and countries. These fresh perspectives can unlock myriad ideas and innovations – and ultimately increase income for you, too.'
Mixing the old and the new could be the secret sauce US brands need to rejuvenate their relationships with customers and reinvigorate their real estate.
In with the old, in with the new.