Most companies do not have an individual in charge of their online brand image, according to research by content management specialist Tridion.
Ironically, brand consistency is cited in the same survey as a key strategic aim for most organisations. While 77 per cent of companies with a single brand believe it is extremely important to maintain the same “look and feel” across all websites, only 24 per cent have a person assigned to that task. The other 76 per cent say there is confusion over whether the job comes under IT or marketing, meaning it is fragmented or non-existent.
Surprisingly, in one in five companies responsibility for maintaining online brand image lies with the IT director. More than 40 per cent allocate the job to the head of marketing, e-business director or media director. Some take a decentralised approach, with 37 per cent of organisations leaving regional directors or external-facing consultants to monitor consistency.
“Clearly there is some sort of gatekeeper gap occurring,” says Alun Cope-Morgan, managing director of Tridion UK.
The research was conducted by Dynamic Markets. Interviews were conducted with 110 companies with a turnover of more than £75m, across a range of industry sectors.