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Phillips 66: Enhancing Brand Identity and Growth with Acquia DAM
技术
- 应用基础设施与中间件 - 中间件、SDK 和库
- 功能应用 - 企业资产管理系统 (EAM)
适用行业
- 水泥
- 化学品
适用功能
- 物流运输
- 产品研发
用例
- 资产健康管理 (AHM)
- 资产生命周期管理
挑战
Phillips 66 是一家多元化能源公司，在将其品牌与竞争对手区分开来方面面临着重大挑战。 2018 年的一项声誉研究显示，目标受众对 Phillips 66 品牌并不熟悉，该品牌与同行基本没有差异。该公司的品牌很笼统，缺乏明确的企业品牌形象。这种一致性和愿景的缺乏影响了公司的内部客户——员工，他们对品牌缺乏信心，感觉自己没有能力向外部受众推销公司。此外，Phillips 66 的品牌准则很快就过时了，公司只是对变化做出反应，而不是主动为员工制定行动手册。该公司还面临资产交付长达 48 小时的延迟，这对参与度和全公司的增长产生了负面影响。
关于客户
Phillips 66 是一家多元化能源公司，生产、运输和销售推动全球经济发展的产品。该公司的投资组合包括中游、化学品、炼油、营销和特种业务。 Phillips 66 总部位于休斯顿，员工遍布全球，致力于安全可靠地提供能源并改善生活，同时追求低碳未来。该公司面临着将其品牌与同行区分开来的挑战，需要一个解决方案来增强其品牌形象和增长。
解决方案
为了应对这些挑战，Phillips 66 在发布新的品牌指南时实施了 Acquia DAM（数字资产管理）。 DAM 的基础设施和元数据用于展示公司的品牌资产。该公司采用多条目方法来展示资产，包括强大的元数据、与业务结构同步的分层类别，以及由设计师构建的用于展示精选内容的集合。使用门户将用户体验带入生活，门户将公司的调色板、徽标和图标库可视化。 Phillips 66 利用 Acquia DAM 与其 Web 环境和工作流程无缝集成，与外部创意机构共享材料，并更快、更可靠地向内部和外部用户交付内容。该公司还使用 Acquia DAM 来模拟其希望如何使用品牌指南，展示批准的颜色、样式和字体，以便员工在将其元素用于自己的项目时沉浸在品牌中。
运营影响
数量效益
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