It was a real pleasure attending last week’s Canto DAM Summit Europe 2016 – the digital asset management-conference in Berlin. As a platinum sponsor it was important for us to discuss the Brand Management-process and how DAM plays a vital part when creating a consistent Brand Experience.

 

Many years of experience from working with customers in the area of Brand Management have made me believe that Multilayer and Multichannel are the most important challenges to handle.

Multilayer

Multilayer is related to the organizational structure where guidelines for the brand are set on the top level but most of the communication is done on lower levels of the organization or through partners

Multichannel

Multichannel is related to the communication channels that carry the brand message. We have seen a huge increase in the number of communication channels and thereby the DAM-asset variants required.

Orchestrating the brand communication through a multilayer and multichannel environment is what makes Brand Management so complicated.
When suggesting actions to improve Brand Management I think you can use a simple three step model:

Guidelines

Start by inspiring, telling the brand story and the do’s and don’ts when communicating the brand.

Assets

Make sure the selected DAM-assets (Brand Assets) are made available in all versions required.

Execution

Help the users communicating the brand correctly. For Non Professional users we suggest all forms of templates; Web templates, Office-templates, E-mail newsletter templates etc.

Think Self Service and let the users create and order as much as possible online.

Communicate your campaigns and involve the users to create their own local versions. Prepopulate template with suggested messaging, images and partner data to minimize the partner’s efforts and maximize the chances to achieve correct communication.

Try to measure usage and performance through the whole process; What guidelines articles are the most read? Which assets are used most and for what? Which templates really do the job? Combine reporting tools with online surveys.

Good luck!

– Ola

Here you can see my presentation for the Panel Debate “DAM in the Brand Management process” and here you can find the introduction video to our system that can extend Cumulus to handle the challenges of Brand Management.

Ola Norrman

Ola Norrman

Global Account Manager/International Sales, Brandmaster AS

Ola Norrman holds a Master degree in Business Adminstration and has many years of experience within Marketing Communication from Xerox Corporation. Since 2007 he has worked with some of the biggest customer cases within DAM and Brand Management out of the Nordic region.

E: ola.norrman@brandmaster.com
P: +46 70 540 95 51

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