Mention the names Chubb or Yale virtually anywhere in the world and almost everyone will know you’re talking locks and security systems. Indeed, these brands have become so synonymous with the products they provide that the very names have acquired generic status in the world of access security.
Less well known perhaps is that both these brands, along with a whole portfolio of other security solutions including Mul-T-Lock and HID, all belong to Scandinavian company ASSA ABLOY, the global leader in this field. But what will not come as a surprise is that sustaining the integrity and singularity of each brand in the portfolio is among ASSA ABLOY’s highest business objectives.
Nonetheless, when Mario Villamiel joined the company as brand and marketing manager he could see there was significant room for system improvement.
‘We were receiving anything up to ten emails every week from colleagues complaining that they were struggling to find content and material,’ Mario tells us. ‘Rights management on images was non-existent and the existing brand manual tool was so restricted that it wasn’t even brand compliant.’
He could see this was inevitably having a negative impact on brand consistency, so Mario and his team set about evaluating five market-leading brand management platforms with a view to acquiring the system that would best fit what ASSA ABLOY needed to do.