Jul 13 2017
CMO COUNCIL AND NPES LAUNCH BRAND INSPIRATION CENTER TO DEEPEN COLLABORATION BETWEEN BRANDS AND SUPPLY CHAIN PARTNERS
Peer-Powered Network Partners With NPES to Establish New Online Resource to Improve Innovation, Performance and Efficiency in Go-to-Market and Demand-Chain Processes
SAN JOSE, Calif. (July 13, 2017)—The Chief Marketing Officer (CMO) Council has launched a new online resource center and strategic interest group, established in partnership with NPES—the Association for Suppliers of Printing, Publishing and Converting Technologies—designed to identify areas for continuous creative improvement, showcase and share inspirations to advance and reinvigorate brand engagement and presentation, and identify opportunities for streamlined supply chain processes in order to achieve the greatest level of go-to-market proficiency.
According to research from the CMO Council, 94 percent of marketers believe that delivering an omnichannel experience is critical to achieving their business goals. However, only 6 percent are able to deliver relevant, personalized and engaging experiences consistently and at scale across both physical and digital channels, largely due to supply chain inefficiencies.
In addition, brand inspiration is largely languishing, especially across physical touchpoints like print, as marketers struggle to drive timely adaptation across brand materials. According to new CMO Council research, only 20 percent of marketers are satisfied with their creative delivery process and marketing supply chain effectiveness, and less than one-third (32 percent) believe their companies are advanced or doing well when it comes to adapting brand content to different markets.
The Brand Inspiration Center—launched today—was created in response to the research findings, which reveal a need for greater collaboration across the marketing supply chain to improve go-to-market efficiency. Featuring insights from brand marketers as well as experts in creative printing, publishing and packaging, the Brand Inspiration Center (www.brandinspiration.org) is an online destination for marketers to gain insights and ideas from an extended ecosystem of 13,000 suppliers who are contributing to greater value, performance and effectiveness in the marketing demand chain.
The website also provides a knowledge-exchange opportunity by inviting people across the supply chain to submit case studies around their own successes and improvements. By sharing experiences and providing a way to learn from one another, the Brand Inspiration Center is designed to foster peer-to-peer thought leadership.
“As brands look to optimize their go-to-market strategies, new thinking will be needed in order to identify ways capitalize on new trends and technologies to further enhance customer engagement and business success through the power of print and packaging,” said Donovan Neale-May, Executive Director of the CMO Council. “The Brand Inspiration Center will focus on the need for transformation and new skills, insights, resources and analytics to optimize supply chain performance.”
The Brand Inspiration Center aims to identify inefficiencies in these processes based on research and conversations with executives around key areas of go-to-market proficiency, including:
- • Product and packaging innovation
- • Creative relevance and resonance
- • Marketing production effectiveness
- • Supply chain efficiency and accountability
- • Demand chain/channel performance
- • Omni-channel execution consistency
“We are extremely pleased to partner with the CMO Council on this new online resource, which connects brand marketers with experts throughout the creative and production processes, from design to delivery,” stated NPES President Thayer Long. “Here, marketers can learn from technology innovators a myriad of new ways to streamline production processes, maximize effectiveness, discover new and emerging trends, and ultimately achieve the greatest ROI.”
The Brand Inspiration Center features a number of resources, including research programs, white papers, perspectives from industry experts, upcoming events and much more. Learn more at www.brandinspiration.org.
About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership, and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 12,500-plus members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 30,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies, LoyaltyLeaders.org, CMOCIOAlign.org, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center, the Forum to Advance the Mobile Experience (FAME), and the Brand Inspiration Center. For more information, visit www.cmocouncil.org.
NPES is a U.S. trade association representing more than 650 companies that manufacture and distribute equipment, software and supplies used across the workflow of printing, publishing and converting processes. NPES owns and produces the global PRINT exhibition and GRAPH EXPO—the most comprehensive exhibition in the Americas for the printing and digital imaging industries. For complete information about the association, its programs and its member companies, visit www.npes.org or call (703) 264-7200.