There was a need to develop a centralized framework to kick-off Aldo's seasonal marketing efforts, while ensuring global brand alignment. This needed to cover various content elements, from the campaign creative concept, to media executions, and global storytelling tactics.
The (Brand) Book encompasses tools and resources for channel specific executions. These include design specifications, brand principles and best practices. These guidelines are distributed to global partners and internal teams to service the 100+ countries that make up Aldo's corporate and franchise markets.