Insight - Brand Impact of DAM

26 Apr 2021

“I sang 'Nessun Dorma' twice with Pavarotti, and he told me he'd heard 'Smoke' about five or six times, and every time was different. He was so jealous because if he deviated one jot from the traditional interpretation of the famous arias, he'd be crucified. We have the freedom.”

Ian Gillan - Deep Purple

Some of us at be the brand are old enough to remember when artwork was created and transported in paper form in the last century. It’s hard enough to say ‘the last century’ let alone remember the protracted and time consuming process of marketing communications in an analogue world.

In those days where office receptions saw an endless stream of bike helmets and leather the concept of control was a far off dream. Marketing was far more ‘rock and roll’ in the context of Ian Gillan’s quote above. But the management of a brand needs to be a far more of a classical piece.

We work for many different companies in many sectors. But services businesses are a centre of excellence at be the brand. Brand management in the context of a services business is complicated.

A brand is the heart beat of a services business. It is built and defined by the product of a thousand gestures. Every human interaction either feeds or starves the brand of its desired positioning. So the management of a services brand can be anarchy if systems and controls do not lie at its heart. Because the brand is in the hands of many many people.

Digital Asset Management (DAM) has a crucial role to play in the management of a services brand. The brand identity is the emblem of the brand’s promise. Every marketing communication is the articulation of the brand’s promise, underpinned by systems and behaviours that deliver a customer experience aligned to the brand.

So if a good DAM were music it would be classical. Because a good DAM negates the risk of human interpretation in both the emblem and communication of the brand’s promise. You maintain control of what happens.

The heart of our approach is simple; to deliver DAM systems that revolutionise our clients’ marketing workflow management, ensuring full internal stakeholder involvement and delivering detailed archiving to underpin marketing and business continuity.

There is an important place for rock and roll in marketing, defined by the creative process.

But delivery needs to be DAM driven, to a classical score.

Wave
Discover more CommsBuilder
Managing Asset Expiration
Without a financial services specific Digital Asset Management Solution driving a process to keep on top of expiration dates, keeping on top of them is simply a matter of human will. In financial services, not managing expiration dates represents a significant risk as out of date compliance assets may continue to be used.
More Insights
09 Aug 2021
The Inherent Costs of an Inhouse DAM
Have you ever seen any of those TV programmes where famous chefs try to recreate much loved confectionary? The branded bar of chocolate that has been loved for generations is deconstructed, the recipe identified as best as it possibly can be and recreated? Each time, no matter how good the chef, it’s not quite the same. The team that has devoted its working life to that much loved chocolate bar wins every time.
05 Jun 2024
bethebrand acquisition
We are delighted to announce that be the brand experience has, as of this 30 May 2024, been acquired by Software Circle plc, an AIM market listed UK based acquirer of vertical market software businesses.
19 Jul 2021
Managing the Expiration Dates of Financial Services Literature Or How to prevent becoming wilfully blind to a massive problem
Wilful blindness is far from a new term. It came to be used in legal circles in the middle of the 19th century and has cemented itself firmly as a concept, not only in law but also in many other walks of life. Not least of these is in business.
Explore bethebrand

If you would like to explore our system further, please:

or

Join our mailing list for latest bethebrand news:

Be The Brand Experience Limited, registered in England and Wales
Company number 04177329
VAT Number GB799224872
Head Office: Unit 5 Culford House, 1-7 Orsman Road, London, N1 5RA
Copyright © 2024 Be The Brand Experience Limited.
Your privacy

By clicking “Accept all cookies”, you agree that bethebrand can store cookies on your device and disclose information in accordance with our Cookie Policy.