When Dr Frankenstein set out to create a monster, he never imagined it would go rogue. In the business world, many companies feel the same way about their brand assets.
What is ‘Frankenstein Marketing’?
Have you ever seen an ad that someone who has no idea about your brand standards created?
An example we saw recently was for a quick-serve burger restaurant that was promoting a deal for a burger, fries and drink combo for a great price. However, the burger image was out of scale for the fries, the fries photo was taken at a different angle than everything else on the page (giving a bit of a sense of vertigo to the viewer) and the drinks were a mixture of bottles and cans, of varying size in relation to each other, some with nice icy condensation on and others without, and with a variety of expiry dates for the logos. And who knows what the licensing rights were on it all!
It was, almost certainly, what happens when someone with no brand knowledge creates by Googling the images that they want to use. Also known as ‘Frankenstein Marketing’!
Frankestein Marketing is a lot like surgery by someone who never went to medical school!
What can be done?
Don’t let your marketing assets spiral out of control
Frankenstein marketing can be caused by communication issues affecting both in-house teams and partner agencies.
Ensure Frankenstein Marketing doesn’t impact internal relationships
In addition to affecting your customer collateral, Frankenstein Marketing can also negatively impact your internal relationships and working processes.
Soothe the savage beast that is Frankenstein Marketing content by using a platform with built-in controls for your brand.
Destroy Frankenstein Marketing with a global brand deployment platform
With the right global brand deployment platform in place, your brand can roll out tighter campaigns. Importantly, you can also implement sign-off processes to detect sensitive legal issues such as copyright infringement, lease times and even fraud – all of which can be extremely costly to your business.
To stop Frankenstein’s marketing taking hold of your brand collateral, speak to Elateral about Brandgility, our global brand deployment platform.