Papirly’s recent webinar “Beyond DAM: Shaping the Future of Brand Management Strategies,” brought together a distinguished panel of industry experts to delve into the evolving landscape of Digital Asset Management (DAM) and its pivotal role in brand management and compliance. The session featured insights from Chuck Gahun, Principal Analyst at Forrester; Jane Robinson, Global Employer Branding Director at Boston Consulting Group (BCG); Priya Patel, Senior Market Research Analyst at G2; Thomas Larzilliere, CEO of Keepeek; and Papirfly’s own Max Sihvonen, CoSo.
The webinar explored three main areas:
- the latest technological trends in DAM,
- the increasing demand for personalised and localised content across diverse channels,
- the significance of efficient asset management in creating on-brand assets
A consistent theme throughout the discussion was the synergy between DAM and brand management. This highlighted the need for solutions that not only manage digital assets but also ensure brand consistency across all platforms.
Emerging trends and consumer expectations
The panel unanimously agreed that consumer expectations are driving the need for more sophisticated DAM solutions. Chuck Gahun emphasised the societal shift towards interactive engagement, necessitating brands to centralise assets to deliver immersive experiences across multiple touchpoints. This is pushing DAM solutions to evolve, incorporating features like 3D models for virtual reality and API-driven content delivery to meet the demand for personalised experiences.
Priya Patel shared insights from G2’s user reviews, noting an increased demand for DAM features that support integration with marketing and creative software, digital rights management, analytics, and workflow management. These features are crucial for brands to differentiate themselves in a crowded marketplace by delivering high-quality, relevant, and on-brand content swiftly.
The integral role of DAM in brand management
Jane Robinson shared BCG’s journey of implementing Papirfly to drive global brand consistency. The DAM platform has become a “one-stop shop” for BCG’s employer branding needs, allowing for the creation of personalised and customised assets that adhere to global brand guidelines while enabling local teams to add a personal touch. This balance of global consistency and local relevance has been key to BCG’s employer branding strategy.
Thomas Larzilliere discussed the evolving role of DAM in content production and brand compliance. With the proliferation of content across various platforms, maintaining brand governance has become more complex. DAM solutions are central to managing this complexity, ensuring that assets are produced correctly, efficiently, and in compliance with brand guidelines.
Key insights and future directions
The webinar showcased not only the current state and evolution of DAM but also revealed key insights pivotal for the future of brand management:
- The imperative for agile content strategies: One critical takeaway was the growing need for brands to adopt agile content strategies that can quickly adapt to market changes and consumer behaviours. This agility is facilitated by platforms that go beyond traditional DAM, offering robust analytics and insights that allow brands to pivot and personalise content in real-time.
- Enhanced collaboration across teams: Another revelation was the increasing importance of fostering collaboration across creative, marketing, and IT teams. Integrated DAM and brand management solutions are breaking down silos, enabling cross-functional teams to work cohesively towards common branding goals, thus accelerating content lifecycle processes from creation to distribution.
- Security and compliance in Digital Asset Management: With the rise in digital content, ensuring the security and compliance of digital assets has become a forefront concern for brands. The discussion highlighted how modern DAM systems are incorporating advanced security features and compliance tools to protect brand assets and adhere to global regulatory standards.
These insights highlight the journey beyond traditional DAM, emphasising the critical need for brands to adopt holistic, secure, and adaptable brand management platforms. This will be essential for staying competitive and thriving in a rapidly evolving digital landscape.
For further exploration on how these trends impact your brand strategy and how Papirfly’s brand management platform can support your brand’s growth, catch the webinar below, or learn more about our platform.
