#ProjectBrandSlam | Adobe Summit Sneaks 2024 | Adobe

Project Brand Slam is a tool designed to optimize brand content for consistency and performance. By analyzing an email draft, it identifies areas where the content deviates from brand guidelines and suggests improvements. The tool automatically adjusts logo and typography for alignment and offers data-driven recommendations to enhance the content's performance, resulting in a professionally designed, high-converting email with just a few clicks.

Takeaways

• 📧 Project Brand Slam is designed to help marketers create emails that are both on-brand and high-performing.
• 🧐 The initial email draft lacked proper structure and consistency, which could negatively impact the brand's image.
• 🔍 Project Brand Slam automatically calculates an 'On Brand' score for content, highlighting alignment with brand guidelines.
• 🚀 With a single click, users can optimize their content, making the process less tedious than traditional cycles involving copywriters and designers.
• 📊 The tool provides a breakdown of how well each category of brand guidelines is being followed, identifying areas for improvement.
• 💡 Suggestions for improvement are automatically generated, aiming to boost the overall 'On Brand' score.
• ✨ Adjustments such as logo size and typography can significantly enhance the brand consistency and appearance of the email.
• 🎯 Content performance score is provided, along with data-backed recommendations to improve conversion rates.
• 🔄 Users can choose from various options to enhance different sections of the email, such as the hero image and primary block text.
• 📈 After applying the suggestions, the performance score improved significantly, indicating a more effective email campaign.
• 👌 The tool empowers marketers to easily design professional and brand-aligned emails, even if they lack design experience.

Q & A

What is the main purpose of Project Brand Slam?

The main purpose of Project Brand Slam is to ensure that the content of an email or marketing campaign is not only aligned with the brand guidelines but also optimized for better performance.

What does the on-brand code indicate in Project Brand Slam?

The on-brand code in Project Brand Slam pre-calculates how well the content aligns with the brand guidelines, providing scores for different categories of brand guidelines.

How does Project Brand Slam help in identifying brand guideline issues?

Project Brand Slam automatically identifies brand guideline issues and provides a summary of guidelines followed and violated, expanding on the capabilities shown in the Adobe Gen Studio demo.

What kind of suggestions does Project Brand Slam offer to improve content?

Project Brand Slam offers data-backed suggestions to improve content, tailored to the target audience and based on a model trained on past campaigns.

How does the tool assist in changing the layout of an email?

The tool provides different layout options that are not only aesthetically pleasing but also compatible with the current content, allowing for a complete structural change with ease.

What is the significance of the Content Performance Score in Project Brand Slam?

The Content Performance Score in Project Brand Slam indicates how well the content is likely to drive conversion. It starts at 40% and can be improved with suggested optimizations, ultimately aiming for a higher score.

How does Project Brand Slam help in making the logo more prominent?

Project Brand Slam suggests specific improvements such as resizing the logo to 15-200 pixels and aligning it to the left, which can be applied to make the logo more noticeable and aligned with brand standards.

What role does the 'Highlight Section' button play in the optimization process?

The 'Highlight Section' button in Project Brand Slam indicates which sections of the content are recommended to be changed, guiding the user towards areas that need improvement.

How does the 'Preview' button assist users in making content changes?

Upon clicking the 'Preview' button, users can see real-time variations of the content, such as different hero images or text blocks, allowing them to choose the best option for their campaign.

What is the final Content Performance Score achieved in the demo?

In the demo, after making the recommended changes and optimizations, the final Content Performance Score achieved is 91%, indicating a high-performing campaign.

How easy is it to design a marketing email with Project Brand Slam?

Project Brand Slam makes designing a marketing email straightforward, allowing users to make on-brand and optimized content with just a few clicks, even if they have no prior design experience.

What is the call to action for those interested in seeing Project Brand Slam added to Adobe's product roadmap?

Those interested in seeing Project Brand Slam added to Adobe's product roadmap are encouraged to post about it using the hashtag #ProjectBrandSlam to show their support and interest.

Outlines

00:00

📈 Project Brand Slam: Email Brand Consistency & Optimization

The video introduces 'Project Brand Slam,' a tool designed to ensure email content aligns with brand guidelines and enhances performance. The presenter, Pra, discusses an unappealing email draft that lacks structure and consistency, with a poorly presented logo. Project Brand Slam automates the process of optimizing content for brand consistency and performance. The demo shows how the tool calculates an 'on brand' score, identifies areas needing improvement like logo size and typography, and suggests fixes. After implementing the suggestions, the email's appearance and brand alignment improve significantly. The tool also provides a content performance score and recommendations to boost conversion rates, tailored to the target audience. The presenter and Shaq, an assistant, select the best options from the recommendations to further refine the email, resulting in a high performance score of 91%.

05:00

🔍 Email Layout Redesign with Project Brand Slam

The second paragraph focuses on the redesign of the email layout using Project Brand Slam. The presenter highlights three variations of the email layout, each emphasizing different features such as treatments, dining experiences, swimming pools, meeting rooms, and room amenities like private balconies. After a brief discussion, Shaq and the presenter choose a layout that best suits the content and aesthetic preferences. They also experiment with different image sizes to find the most visually appealing option. The chosen layout improves the email's appearance and functionality, and with all recommendations implemented, the content performance score increases, indicating a successful redesign. The presenter concludes by emphasizing the ease of creating an optimized and brand-aligned email using Project Brand Slam and encourages viewers to support the feature's inclusion in the product roadmap.

Keywords

Project Brand Slam

Project Brand Slam is the name of the Adobe Summit Sneaks 2024 presentation, which is a tool designed to help marketers align their email campaigns with their brand guidelines and improve performance. It is central to the video's theme as it is the main subject being demonstrated and discussed.

Brand Guidelines

Brand guidelines are a set of rules and standards that define how a brand should be presented visually and textually. In the context of the video, they are crucial for ensuring that the email content is consistent with the brand's identity, which is a key focus of Project Brand Slam.

Performance Metrics

Performance metrics are the measurable values used to assess how well a particular campaign or content piece is achieving its objectives. In the video, the tool helps to optimize the email campaign to improve these metrics, making it a vital aspect of the Project Brand Slam's functionality.

Content Optimization

Content optimization refers to the process of enhancing the content to perform better and align more closely with brand standards. The video demonstrates how Project Brand Slam simplifies this process, allowing marketers to achieve on-brand and high-performance content with minimal effort.

Logo Prominence

Logo prominence is the visibility and importance given to a brand's logo in a design. The video script mentions that the logo in the email draft was not prominent, which is a problem that Project Brand Slam aims to address by suggesting improvements to increase the logo's visibility.

Typography

Typography is the art and technique of arranging type to make written language legible and appealing when displayed. In the video, it is one of the categories identified for improvement to ensure that the email's typography aligns with the brand guidelines.

Email Campaign

An email campaign is a targeted email effort to reach a specific audience with a particular message or offer. The video's narrative revolves around optimizing an upcoming summer break email campaign to be both brand-aligned and performance-oriented.

On-Brand Score

The on-brand score is a metric provided by Project Brand Slam that indicates how well the content adheres to the brand guidelines. It is used in the video to measure and improve the alignment of the email draft with the brand's standards.

Content Performance Score

The content performance score is a metric that reflects the effectiveness of the content in driving desired actions or conversions. In the video, it is initially low, and the tool provides recommendations to enhance the score, which is a key aspect of optimizing the email campaign.

Hero Image

A hero image is a prominent, large image used in digital marketing to capture attention and convey key messaging. In the video, the hero image of the email campaign is one of the elements that Project Brand Slam suggests improving to enhance the email's appeal and performance.

Layout Structure

Layout structure refers to the arrangement and organization of elements within a design. The video features a demonstration where the email's layout is flipped and changed to improve its visual appeal and effectiveness, showcasing the tool's ability to suggest structural improvements.

Highlights

Project Brand Slam aims to align email content with brand guidelines and enhance performance.

The email draft initially lacked proper structure and consistency, appearing unprofessional.

Project Brand Slam automatically calculates brand alignment and suggests improvements.

The tool identifies specific categories such as logo and typography that are not on brand.

Suggested improvements include resizing the logo and aligning it to the left for better brand consistency.

After applying suggestions, the email's brand alignment score improved with no violations.

Content performance score is initially low at 40%, indicating the need for optimization.

Recommendations are data-backed insights from a model trained on past campaigns.

The tool offers options to improve content, such as changing the hero image and primary block text.

Different layout options are provided to enhance the email's visual appeal and compatibility with content.

The final email layout is chosen based on aesthetics and brand alignment.

The performance score increases significantly to 91% after applying the recommended changes.

Project Brand Slam simplifies the process of designing a brand-aligned and optimized marketing email.

The tool is user-friendly, allowing even non-designers to create professional-looking emails.

The presenter encourages feedback and requests to add Project Brand Slam to Adobe's product roadmap.

Users are urged to share their interest in the tool using the hashtag #ProjectBrandSlam for potential inclusion.

The demo showcases the tool's ability to transform an unpolished email into a high-performing, brand-aligned piece.

The email campaign for the upcoming summer break is used as a practical example of the tool's capabilities.

The importance of brand consistency in email marketing is emphasized for building trust and recognition.

The tool provides a valuable summary of guidelines followed and violated, aiding in quick identification of issues.