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Brand Asset Management: Helping Staff Produce Marketing Collateral

Many discussions regarding Digital Asset Management systems are concerned with the storage and retrieval of brand assets. An area that is growing in significance, however, is the use of digital asset management to originate new, brand compliant collateral.

The range of media channels employed by firms is increasing at a rapid pace. As well as providing brand assets, there is now a clear need to provide tools that help staff and partners to use media assets in a manner that complies with brand. Many brand asset management tools are disconnected from the production phase i.e. where photos, videos, fonts etc. get transformed from being simple files into the marketing collateral that PR, Sales and Marcomms staff use to realise the firm’s communications strategy.

More advanced solutions add further value by including facilities to assist staff and external agencies develop collateral from the assets retrieved. For example:

• Usage history for assets designers have selected for use in marketing materials.
• Identify assets which require clearance before use.
• Provide shared folders (or lightboxes) which can be seen and commented on by internal and external agency staff throughout the creative process.
• Offer details of potential licence costs so budgets can be monitored better.

Furthermore, advanced brand asset management systems can integrate with media production software to add powerful features. For example, those systems integrated with design software such as Quark or In-Design can enable print quality photos and illustrations to be accessed directly from within these applications. Similarly, versatile systems can integrate with conventional desktop applications, like Word or PowerPoint, to assist with the semi-auto generation of proposals or presentations.

When integrated with print on demand solutions, for example, Daydream's FocusOPEN Print Open Studio, a second generation brand asset management system can provide some very powerful marketing communications tools, which enable staff to localise or originate brand-compliant collateral themselves, thus providing significant cost-savings.

In summary, advanced brand asset management systems can provide a range of features to assist in efficient and compliant collateral production, from tools to monitor expenditire and use, to features which enable staff to quickly and easily produce collateral for sales and marketing purposes. For events or pitches where assets may be changing right up to the last minute, this kind of flexibility can give the company a significant advantage over less agile competitors. For more information, see: Open Studio Media Suite.

Emma Tappenden is a senior partner in Daydream, developers of brand asset management software and solutions, established since 1995. She has fourteen years experience in the design and production of digital media and has worked for clients such as Major League Baseball, WS Atkins, BNP Paribas and the London Business School.

To find out more about Daydream and our services e-mail: info@daydream.co.uk or telephone us on +44 (0)20 7096 1471.

 

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