Marketing Standards

Subject: Marketing Standards
From: "David Tinsley" <dtinsley -at- ndigital -dot- com>
To: <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Mon, 08 May 2006 09:03:03 -0400


I have been given the task of trying to convince a group of product
managers (who each serve a different market) that adherence to a
corporate marketing "look and feel" is a good idea. Currently each
product manager goes their own sweet way with the result that there is
very little consistency between product lines. The latest gem is that
something as fundamental as our website URL has been changed by one
product line! Of course, each product manager can see nothing wrong with
the way they are doing things and tell me "It works for my market". I
have a meeting next week that brings this group together and I am
looking for ideas or examples that I can present to support my case. I
have no experience in marketing, other than knowing that we need a
consistent approach to layout and style so any help or advice would be
most welcome.

I am thinking of presenting literature from companies that produce a
range of diverse products and showing that they still have the same
overall style. Boeing seems to do that, but if anyone has any other
examples please pass them on.

I am also thinking that I will present the idea of a marketing
literature style guide, similar to the TechComm style guide we have for
manuals. Any thoughts on that idea?

Thanks in advance,


1981-2006: Celebrating 25 Years of Innovation

David Tinsley
Manager, Technical Communications
103 Randall Drive
Waterloo, ON, Canada N2V 1C5
Telephone: +1 (519) 884-5142 ext. 601
Toll Free: +1 (877) 634-6340
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