Articles
Tag: brand management
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Concluding the Brand Management Maturity Model: Measuring Impact
Our final discussion in this brand management series looks at impact: the ability to measure how digital assets can influence brand success.
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What Brand Marketers Can Learn From Niche Agencies
No matter how big your brand or how sprawling your mission, you can learn a lot by listening to niche agencies’ experiences and lessons.
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A Brand Management Maturity Model, Part Four: Technology
Gartner estimates that most companies utilize only about 60% of the capabilities in their martech stack. This represents a huge untapped opportunity.
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How to Innovate Your Brand With Your Customers in Mind
Customer-driven innovation is the practice of pushing your brand in the direction that your customers want.
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A Brand Management Maturity Model, Part 3: Process
DAM platforms improve brand management, but your efforts will go nowhere without formalized processes.
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A Brand Management Maturity Model, Part 2: People
It’s the human element that builds brands, and ultimately, creates business value.
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A Brand Management Maturity Model, Part 1: Strategy
Having a clearly defined strategic roadmap is the foundation to brand management success.
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Why a Platform of Inclusion Is Vital for Data-Driven Diversity
Brands must leverage diversity in creative and data management teams or risk offending consumers.
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DAM Metadata Gives Me All the Feels
Good metadata is accurate. It's robust. It's not ambiguous. And it's a love note to the future.
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How to Protect Brand Integrity in a Global Market
How global businesses can strike a balance between brand integrity and content localization.
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How DAM Protects Brand Integrity Throughout the Enterprise
Today’s brand identities have never been more fluid or at risk. The wrong brand content, colors, size or formatting have the potential to send a company’s image into a tailspin in an instant. This doesn't only apply to the marketing team.
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Volkswagen and the Decline of Trust
The more we learn about the world, the more we learn not to trust organizations and brands. So Volkswagen created a clever software algorithm that could understand when a diesel engine was being tested and would falsify the data. And seemingly this is standard practice in the car industry.
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Brands Take the Reins from Retail
I’m an Apple fanboy. In Search of the Perfect Brand Experience Apple goes to great lengths to keep me passionate and engaged. It hit me on a recent trip to the Apple Store to buy an iPhone 5s (no, not the gold version).
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Widen Updates Smartimage Service For SMB Brand Asset Management
One of the biggest challenges in brand management is making sure everyone has the latest assets, and only the ones they’re supposed to access. To address this need directly, digital asset vendor Widen Enterprises announced in March its Smartimage service. Now, the company has updated the service with version
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