Column CEO Gistics: Michael Moon

Welcome to a regular column of the Capital ID website in which I will summarize some of recent research findings and analyses about marketing operations management and software applications such as marketing resource management (MRM), sales asset management (SAM), and digital asset management (DAM).

Question: What do we mean by Brand Franchise Prototyping and how does this relate to the class of software applications provided by Capital ID?

The figure below provides a good visual explanation of what we by Brand Franchise Prototyping: progressive levels of workflow and process automation within a pan-regional marketing operations.

This prototyping process culminates in what we call a brand franchise platform, emphasizing how marketing executives successfully systematize the delivery of already great business results throughout their network of branch offices or retail chain. 

Thus, brand franchise prototyping transforms traditional business models of growth-oriented service firms, achieving uncommon levels of growth, profitability, and brand leadership through the deployment of a new class software applications: MRM, SAM, and DAM.

First, let's start with a few basic definitions:
Service firms with strong and well-respected brands get a few things done much more efficiently than their clients.
Clients of service firms typically rely on ad hoc groups and informal processes, especially if these clients consider the work non-strategic or low added-value component of their business.
We hire service firms to things done that we do not perform well or consider essential to our customer's experience of value or satisfaction.

In other words, many leading firms now consider their "back-office operations" as non-essential and seeks ways of making their back-office operations someone else's "front-office operation"-a neat definition of strategic outsourcing. Brand franchises (such as Starbucks, Randstad Holdings, Rabobank-all Capital ID customers) use established matured best-practices and procedures to:

  • Deliver superior results often at lower costs to client organizations or consumers, providing the foundation for success and growth among competing service firms.
  • Bring an attractive value proposition to those buyers most likely to buy, using best practices for business development and persistent communication processes.
  • Facilitate buyers to consider a differentiated value proposition, leveraging the core values, market leadership, strong client references, and perfected service-fulfillment methodology-all aspects of differentiated value proposition of brand franchises.


With the deployment of integrated marketing operations platform such as ID Manager, leading service firm became brand franchise platforms, incorporating four more success factors:

  • Propagation of marketing and service-fulfillment methodologies through its global network of service branches, capturing a greater share of their markets, lowering expansion and marketing costs through centralized sourcing, and reinvesting cost saving in marketing communications.
  • Systematization of new service-fulfillment methodologies that enabled it to grow within existing markets and client accounts, expanding its service portfolio and ways for clients to engage the firm.
  • Rapid integration of newly acquired firms to systematized marketing and service-fulfillment methodologies, supporting the already established and successful local operation to accelerate total company growth.
  • Rapid delivery of services and integrated offerings to new markets, exploiting the worldwide opportunities.


The consistent delivery of results that meet or exceed clients' criteria for quality and satisfaction and the persistent, integrated communication of a a brand franchise platform.

Figure A depicts the process of automating as of a service firm, culminating in a brand franchise platform. In future columns, we explain how particular firms deployed an integrated marketing-operations platform and achieved a commanding position in their global markets.



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