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Brand Strategy Secrets: Top companies use DAM for brand management

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Your brand is your company's lifeblood. Do you have a brand management strategy that promotes and protects a lasting and scalable brand?

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Brand Strategy Secrets: Top companies use DAM for brand management

  1. 1. Brand Strategy Secrets Top companies use DAM for brand management March 21, 2019
  2. 2. 1 2 3 How to structure, activate, connect, and monitor your brand How to manage and deliver consistent branding with the Widen Collective How Widen customers promote and protect their brand with comprehensive brand asset management What we’ll talk about today
  3. 3. Structure, activate, connect, and monitor your brand
  4. 4. Asset performance analytics CREATE MANAGE DISTRIBUTE ANALYZE Customer relationship management Sales enablement Marketing automation Social media management Asset linking Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Brand asset management Curated content distribution Web-to-print collateral customization STRUCTURE ACTIVATION CONNECTIVITY MONITORING Widen’s brand management model
  5. 5. Asset performance analytics Customer relationship management STRUCTURE ACTIVATION CONNECTIVITY MONITORING Sales enablement Marketing automation Social media management Asset linking Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Curated content distribution Web-to-print collateral customization Brand asset management The right organizational structure supports your brand’s creative workflow and asset management – the engine for your brand
  6. 6. STRUCTURE Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Curated content distribution Web-to-print collateral customization Brand asset management Asset performance analytics Customer relationship management CONNECTIVITY MONITORING Sales enablement Marketing automation Social media management Asset linking Curated content distribution Web-to-print collateral customization ACTIVATION Specialized tools for content activation support distribution of the right content to the right people at the right time
  7. 7. ACTIVATION Curated content distribution Web-to-print collateral customization Asset performance analytics ACTIVATION MONITORING Curated content distribution Web-to-print collateral customization STRUCTURE Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Brand asset management Customer relationship management Sales enablement Marketing automation Social media management Asset linking CONNECTIVITY Connectivity across your marketing tech stack is the link between your master brand assets and your end consumers
  8. 8. Asset performance analytics Customer relationship management CONNECTIVITY Sales enablement Marketing automation Social media management Asset linking STRUCTURE ACTIVATION Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Curated content distribution Web-to-print collateral customization Brand asset management MONITORING That ultimately provides you with important monitoring tools to analyze site production, and content performance
  9. 9. CREATE MANAGE Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Brand asset management Organizational structure Widen’s brand management model People, processes, and technologies working together to execute on your brand strategy 2 main components: 1) Automated creative workflow 2) Brand asset management, focused on metadata and rights management
  10. 10. Automated creative workflow Dashboard showing project requests, active projects, and deliverables worked on. Citizen automates creative workflows to deliver a better brand experience, despite quadrupled requests for custom art
  11. 11. Standardized project intake They teamed with Marvel Entertainment to bring a new line of watches to market They worked toward launch to take on requests for on-site placements with key retail partners, like Kay Jewelers
  12. 12. Timeline of work in process Project details show all deliverables mapped to the timeline and people involved. Project details show all deliverables mapped to the timeline and people involved to keep everything on track
  13. 13. Online proofing with on screen annotations Proof comment and approval tracking supporting on screen annotations and audit trail. They review, comment, and approve creative assets in one standardized place with standardized workflows before they go to the Brand Asset library for ongoing management and distribution, which reduces cycle times
  14. 14. Brand asset management Metadata and rights management Widen’s brand management model Metadata and rights management are crucial to brand management because it provides structure - and protection - for assets, supporting more efficient and effective marketing operations
  15. 15. Rights management and brand protection Google Retail uses Widen’s advanced rights management capabilities to manage their brand across internal creative teams, external agencies, and channel partners
  16. 16. Application of core rights management capabilities They’ve thought of every step from upload to download to make things more efficient and protect their brand, such as watermarks, hearts, and flags
  17. 17. Automated upload profiles Google uses 40 different upload profiles with default metadata and embedded metadata mapping to automate data entry on upload, saving time and improving accuracy of search results
  18. 18. Asset metadata types Google segments metadata types based on ‘asset groups’ to manage the unique qualities of each set of assets used for different purposes across Google and their retail experience
  19. 19. Widen offers many digital rights management features to protect your assets and your brand – metadata, security controls, flags, and tracking
  20. 20. Manage digital rights with attached docs for specs, guidelines, creative directions, and additional licenses and releases
  21. 21. They use flags to note special uses and sensitive info, plus they consistently apply usage rights metadata with an extensive picklist
  22. 22. Google applies intended use tracking with custom fields to understand usage for all downloads and shares across internal teams and external partners
  23. 23. Google tracks all cumulative uses at the asset level or in aggregate using Widen Insights
  24. 24. Plus, they require acceptance of their custom end-user license agreement (EULA) on every download or share, for further protection
  25. 25. In summary Rights management is critical to brand management Protect your assets on view (what you see) Watermarked previews - to avoid right-click downloading Asset group flag - for “Rights Managed” Metadata field - for “Permitted Uses” Attached docs - with rights information
  26. 26. In summary Intended use dropdown - select from a list of custom options End-user license agreement - accept for further protection Order approval on download - as an asset group setting Intended use verification - the approver verifies a match Protect your assets on download (what you do)
  27. 27. MANAGE DISTRIBUTE Brand asset management Curated content distribution Web-to-print collateral customization Content activation Widen’s brand management model Content activation involves curating collections and creating brand portals tailored for different audience needs, like product launches, campaigns, and events Take brand assets further, into personalized or localized marketing campaigns with web-to-print templates
  28. 28. Brand portals for sales enablement and customer success Trunk Club uses Portals for sales enablement and brand control. Their Stylist Toolkit provides all the resources needed to market and sell the Trunk Club experience
  29. 29. A toolkit with everything to represent the brand This includes campaign photos, clubhouse photos (for retail locations), stylist headshots, brand identity graphics, logos, colors, and key contact info in a one-stop, shopping-like experience
  30. 30. Brand assets carry the Trunk Club style across all customer touchpoints Many different teams use the same assets in different ways to drive frequency and repetition, allowing Trunk Club to become more recognizable and build on their own unique style
  31. 31. These aren’t just for big global brands. The YMCA of England and Wales has to carry a consistent brand across 116 with minimal creative staff
  32. 32. Web-to-print templates for posters, collateral, and social banners They use Widen’s Templates to empower users anywhere to create posters, collateral, and social banners, all on-demand. They can activate their brand, while keeping all assets consistent, no matter who uses them
  33. 33. Point, click, and customize the copy within the template No design experience is required. Users just add text appropriate for the occasion, and everything else is locked into the template
  34. 34. Require approval before the user can download or share All customized templates must be approved before they can be downloaded or shared, and put to good use This helps YMCA brand owners ensure all users are sticking to their brand standards
  35. 35. In summary Portals - deliver curated sets of assets in personalized ways Templates - create localized web banners and print materials Personalize and localize the brand experience The easier you make it for users, the more likely they’ll maintain a consistent brand
  36. 36. DISTRIBUTE ANALYZE Customer relationship management Sales enablement Marketing automation Social media management Asset linking Brand connectivity Widen’s brand management model Connecting content across your digital experience really makes DAM the engine for your brand
  37. 37. Create share links and embed codes for any use Citizen Watch creates custom share links and embed code options for just about any use
  38. 38. Copy/paste the embed code into any web editor Widen share links and embed codes ensures near-immediate brand consistency anytime you update an asset It’s automatically updated wherever it resides online, ensuring brand compliance
  39. 39. Powering downstream content distribution and consumption Martech integrations System integrations with popular martech platforms connect content across the digital experience
  40. 40. Embed views accumulate everywhere the asset is published
  41. 41. Ecommerce integrations for asset consumption at the point of sale Citizen hooks into their Salesforce Commerce Cloud (formerly Demandware) so they always present the most current, highest quality assets, even at the point of sale
  42. 42. In summary Embed - share and embed assets anywhere on the web Integrations - share assets across your digital ecosystem Reach more people in different ways to extend your brand, while retaining a central source of truth
  43. 43. Asset performance analytics Brand monitoring Widen’s brand management model DISTRIBUTE ANALYZE Customer relationship management Sales enablement Marketing automation Social media management Asset linking The more you leverage Widen as your central source of truth, the more you can learn from Widen Insights Dashboards reveal how you’re impacting your brand
  44. 44. Brand Insight Dashboard tracks downloads of key assets, like logo, brand story, brand video and brand template Brand team can instantly see when they’ve been successful Quarterly review justifies budget requests, shows what to continue creating, what to update and what to stop doing
  45. 45. Gaylord Archival uses world map Insights Dashboard to track embed view and share activity by region to understand demand within individual markets
  46. 46. Google Retail’s custom Dashboard tracks top downloads by asset name, user, email address, and intended use to close the loop on all download activity
  47. 47. In summary Use Widen Insights to track how brand assets are viewed, used, and shared across channels Examine - site usage and compliance Track and measure - performance at the individual asset and group level
  48. 48. Asset performance analytics CREATE MANAGE DISTRIBUTE ANALYZE Customer relationship management Sales enablement Marketing automation Social media management Asset linking Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Brand asset management Curated content distribution Web-to-print collateral customization STRUCTURE ACTIVATION CONNECTIVITY MONITORING One more look at Widen’s brand management model
  49. 49. How Widen customers promote and protect their brands: Some of our favorite examples
  50. 50. Login pages - the gateway to your brand asset library Digging deeper
  51. 51. Dashboards - the first place users land in your DAM site Source: Widen’s Dashboard Design Contest entries Digging deeper
  52. 52. Curates Portals for the most popular assets and makes them available right from the dashboard
  53. 53. You can use do-it-yourself Dashboard Design Tools or tap into Widen’s expert Design Services
  54. 54. Portals - Widen’s most popular application Digging deeper
  55. 55. Templates - to protect your brand Digging deeper
  56. 56. Corel’s World Kitchen brand uses embeds to create once, publish anywhere They use 30+ embed code orientations across several Drupal-powered websites plus third-party retailer sites
  57. 57. Free Hootsuite integration allows allows social media managers to search and select approved images from the Widen Collective when scheduling posts
  58. 58. In summary Promote and protect your brand Promote the brand Login pages Dashboards Portals Protect the brand Templates Embeds Integrations
  59. 59. Questions? Contact: marketing@widen.com www.widen.com

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