Phillips 66: Enhancing Brand Identity and Growth with Acquia DAM

Phillips 66 is a diversified energy company that manufactures, transports, and markets products that drive the global economy. The company's portfolio includes Midstream, Chemicals, Refining, and Marketing and Specialties businesses. Headquartered in Houston, Phillips 66 has employees around the globe who are committed to safely and reliably providing energy and improving lives while pursuing a lower-carbon future. The company was facing challenges in differentiating its brand from its peers and needed a solution to enhance its brand identity and growth.

Phillips 66, a diversified energy company, was facing a significant challenge in differentiating its brand from its competitors. A reputation study in 2018 revealed that target audiences were not familiar with the Phillips 66 brand, which was largely undifferentiated from its peers. The company's branding was generic and lacked a clear corporate brand identity. This lack of consistency and vision was affecting the company's internal customers - its employees, who lacked confidence in the brand and felt less empowered to promote the company to external audiences. Additionally, Phillips 66's brand guidelines were becoming outdated too quickly, and the company was reacting to changes rather than proactively building a playbook for employees. The company also faced a delay of up to 48 hours in asset delivery, which negatively impacted engagement and company-wide growth.

To address these challenges, Phillips 66 implemented Acquia DAM (Digital Asset Management) as the company published new brand guidelines. The DAM's infrastructure and metadata were used to showcase the company's brand assets. The company adopted a multi-entry approach to presenting assets, including robust metadata, hierarchical categories synced to the business structure, and collections built by its designers to present curated content. The user experience was brought to life using portals, which visualized the company's color palettes, logos, and icon libraries. Phillips 66 leveraged Acquia DAM to seamlessly integrate with its web environment and workflows, sharing materials with outside creative agencies, and delivering content to internal and external users faster and more reliably. The company also used Acquia DAM to model how it wanted to see brand guidelines used, showcasing approved colors, styles, and fonts, so employees were immersed in the brand while using its elements for their own projects.

• The implementation of Acquia DAM has resulted in significant operational benefits for Phillips 66. The company has seen steady growth in its DAM user base as word spread and more people wanted to participate. The company's design team has won several awards for their DAM-powered work, demonstrating the effectiveness of the new system. The seamless integration of Acquia DAM with the company's web environment and workflows has improved the speed and reliability of content delivery to both internal and external users. The company has also been able to build consistent, accurate, and innovative brand experiences for its internal and external audiences, thereby increasing its trustworthiness.

• Phillips 66 surpassed its year-one goal to capture 10% of all potential DAM users within six months of launch.
• The company's design component, photography, and video libraries have experienced exponential growth.
• Quick activations have led to an increase in corporate website traffic year over year.