Multi-brand companies centralize influencer strategy while maintaining brand autonomy through several methods:

1. Uniform Process with Customization: Using a uniform, centralized platform for influencer marketing allows for efficiency and consistency, while customization features allow for brand-specific needs. For example, Flinque offers a single dashboard where multiple brands within a company can manage campaigns, yet each brand can configure campaigns according to their individual goals.

2. Shared Influencer Data: A centralized repository for influencer data, including previous campaign evaluations and influencer performance metrics, promotes cross-brand learning. For example, if one brand’s campaign with a specific influencer performs well, other brands within the company can consider this influencer for future campaigns.

3. Global Campaign Support: Centralized platforms often provide the ability for different brands within the company to support one another’s campaigns when necessary, leading to synergy among all the brands.

4. Audience Segmentation: Advanced analytics in centralized platforms enable brands to create audience segments that are consistent across the company, yet unique to each brand. This allows each brand to maintain its autonomy while benefiting from shared audience insights.

Comparatively, some platforms may emphasize broad functions over customization. The appropriateness of various platforms would depend on a brand’s specific needs.

Remember, no platform inherently outperforms another; the emphasis should be on the specific needs of your team and campaign. While centralizing strategies often promotes efficiency, ensure autonomy is maintained so as to safeguard the unique identity and goals of each individual brand.