Creating a single source of truth for Orkla Health’s multiple brands
See how Papirfly’s all-in-one brand management platform fostered customer loyalty through 100% brand consistency for Orkla Health.
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Orkla Health’s challenge
The name behind over 80 consumer health sub-brands – including Möller’s, Jordan, VitaePro and Maxim – Orkla Health is a European leader in this competitive industry, with a presence in over 60 markets worldwide.
However, as Orkla Health and its range of brands broadened, retaining these distinct identities and controlling an ever-growing collection of digital assets became a growing problem for Orkla’s marketing team.
Governing a global multi-brand
As all consumer-focused multi-brands know, it is crucial that all images, illustrations, logos, packaging and beyond consistently align with each specific sub-brand. This establishes trust with consumers – especially important in a health market where customers are seeking stability and reassurance.
As Orkla Health expanded and its marketing began to take a multichannel approach, this complexity strained its marketing operations. Digital assets and collateral were scattered over multiple locations and teams. Identifying the right assets for each brand’s campaigns became increasingly arduous and time-consuming, leaving room for inconsistencies to creep in.
These bottlenecked workflows and internal communication struggles sent costs skyrocketing, while the need to recreate materials that were either off-brand or misplaced wasted valuable resources.
To keep pace with Orkla’s global expansion and ensure operations remained efficient, agile and consistent, their team required a brand management solution that could scale with their business.
“We store images, videos, brand assets such as logos, brand manuals, brand stamps and more on local disks, sharepoint, dropbox and many more locations. Adding this to a fast-changing organisation where responsibilities change continuously, while increasing focus on digital marketing, it became impossible to control Digital Asset Management responsibly.”
Cecilie Wendt,
Head of Digital Business Development
Orkla Health
Searching for DAM, but finding much more
Orkla Health required a solution that would enable them to maintain a consistent global brand, as well as preserve the unique identity of each sub-brand, in line with their overall Go-Global strategy.
They sought a solution that would:
- Bring all branded content together in one place, regardless of what employee or agency created the artwork
- Help people locate the precise digital assets they require in a timely, stress-free manner
- Eliminate bottlenecks for a smoother, seamless brand management workflow
- Educate their personnel and supporting agencies on each brand’s character, values and visual identity
Finding an effective Digital Asset Management (DAM) system became Orkla’s top priority. However, when they researched Papirfly’s more well-rounded brand management platform, they discovered a solution that went beyond a DAM.
A step-by-step journey to impeccable brand management
With dozens of brands in the Orkla Health portfolio, they understood it would take time to bring all brands together towards one, united front. Upon reaching out to Papirfly, it was agreed the process would begin with their original flagship brand, Möller’s.
A successful implementation followed, first beginning with the development of a secure brand hub where anyone could understand the Möller’s brand and utilise its specific collection of assets. Other sub-brands followed at a pace that suited the Orkla team, until their entire ecosystem was housed under one roof.
Establishing complete control with dedicated Brand Centres
Working closely with Orkla Health’s central marketing team and representatives for each sub-brand, we gradually developed Brand Centres that now act as beacons for every brand’s identity, strategy and campaigns.
Starting with Möller’s, we crafted a complete brand portal that could educate employees and empower front and back-end users to activate this trusted brand. Brand guidelines, company history, instructions for local campaign execution and more were contained in one easy-to-access location, leaving no margin for misinterpretation.
Today, the Möller’s brand – and all other brands under the Orkla umbrella – are communicated with a clear, consistent tone of voice. With everything in one central platform, Orkla has gained total control over its numerous brands, and has the tools to create unique Brand Centres for any new brands it acquires in the future.
Total transparency through end-to-end Digital Asset Management
The clarity achieved through Orkla Health’s Brand Centres is built upon through their platform’s DAM solution, which ensures all digital assets are securely stored and searchable in line with Orkla’s requirements and workflows.
Regardless of the file type or format, assets uploaded to the DAM can be clearly tagged and categorised according to brand, product, location, campaign and more. Each sub-brand is presented individually for easy navigation, empowering Orkla’s teams to find the right material for the right campaign – with no chance of assets being lost or corrupted.
Orkla’s local brand managers and creative agencies are required to upload files to this central repository, ensuring absolute transparency across all workflows and cross-collaborations. All assets are stored and distributed in one place, cutting expenses, saving time and keeping departments completely aligned.
This makes campaign execution a seamless formality rather than a last-minute scramble, all while brand consistency is locked-in from brand to brand, channel to channel, and location to location.
Multiple brands, one all-encompassing solution
Orkla Health’s continuous growth is no longer obstructed by a slow, disjointed approach to brand management. Today, they have absolute assurance that people understand their assortment of brands, and that all digital assets at the core of their campaigns are on-brand and simple to locate.
With Papirfly in their corner, the modern Orkla benefits from streamlined marketing operations, greater cost efficiencies and a coherent brand; advantages that are allowing this beloved global company to unleash its numerous identities through one single source of truth
