Unleashing the power of brand marketing with Paul Siedle

How does one of Australia’s largest banks make the most out of their brand and brand assets? In this episode, Paul Siedle, Head of Brand Identity at ANZ, talks about their open door policy when it comes to their brand, allowing all of their 60,000+ employees to access their brand assets via their IntelligenceBank BrandHub platform, in order to “make it easy to do the right thing” when it comes to creating and using their brand assets. This conversation dives deeper into brand management as Paul explains how ANZ teaches new employees by explaining the background and goal around the “why” before getting into the “how” and “what”. This ties into the idea Paul outlines in that if you have clear principles set up around the brand, that will only help with proper brand usage, allowing them the ability to cater to a lot of different needs and have continual improvement. Lastly, Paul talks about his own path into brand management and some suggestions to those who are interested in going down that path in their career. If you’re a CMO or brand manager looking to improve campaign production, approvals, digital assets and brand governance, visit us at http://www.IntelligenceBank.com     Learn more about ANZ at https://www.anz.com.au/personal/