Brand Execution
Successful branding doesn’t happen without the careful integration of strategy, creative and execution. When one is out of balance, the result is a loss of brand potential in the marketplace. Many brands fall short during the execution process, when real-world requirements are not taken into account during the design feasibility stage. This is because brand execution is not a core competency of many agencies and they do not have the knowledge and expertise in premedia that Schawk has.
Rather than inhibiting great creative ideas, considering this knowledge upfront actually enhances designs and brings them to life in precisely the way the designer imagined. Without this knowledge and consultation up front, new concept designs face significant re-work at the production stage because more colors were used in the design than ink stations exist on press, knockout copy and ruled lines are too thin – the list of pitfalls is enormous.
Three things are now guaranteed to happen: Time is lost, additional dollars are spent, and the design loses some of its impact/integrity. Anthem, Schawk’s strategic design company, consults with Schawk premedia experts after a design concept has been approved by the client but before the design refinement stage is completed.
Anthem also consults with Schawk on everything, including how certain substrates and inks respond on press, so that Anthem can evaluate additional creative opportunities. This brings not just efficiency to the brand execution process, but opportunity and integrity as well. Other services offered by Anthem in the area of brand execution include implementation planning, the creation of brand standards and guidelines, global brand-deployment management and auditing.
Combine Anthem’s capabilities with Schawk’s graphics lifecycle management software and services and world-class premedia expertise and you have a team that doesn’t just help companies create compelling and consistent brand experiences for consumers worldwide, but also delivers the benefits of greater marketplace agility to brand marketers.
