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Digital Asset Management solutions sit at the center of how brands operate today, shaping everything from brand governance to social media content creation. For the Papirfly webinar, “Beyond DAM: Shaping the Future of Brand Management Strategies,” a panel of global experts explored how integrated DAM for brand management continues to evolve and what this means for brand and marketing teams navigating rising demands for personalization, compliance, and scale.
The session featured expert 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
- Max Sihvonen, Chief of Staff & Operations at Papirfly
Through their perspectives, there emerged a consistent theme: Digital Asset Management is no longer just another form of digital asset storage. It is a strategic enabler for consistent, culturally relevant, and intelligently governed brand experiences.
Evolving expectations are redefining DAM software
Customer expectations continue to shift rapidly, and Digital Asset Management solutions must keep pace. Chuck Gahun emphasized the growing preference for immersive and interactive content. This shift requires brands to centralize assets in ways that make it easier to deliver rich, multi-touchpoint experiences, whether through 3D models, virtual environments, or API-driven content distribution.
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 automation. These capabilities are essential for brands striving to deliver relevant content at scale and at speed, while creating a sustainable, compliant content engine.
DAM’s strategic role in global brand governance
Jane Robinson shared how integrating Papirfly has helped her organization, BCG, align its global employer branding activity. The company’s Digital Asset Management platform now acts as a single source of truth, ensuring every asset is consistent with global guidelines while still offering room for local nuance. For global teams, this balance of structure and flexibility is essential.
BCG’s experience reflects an industry-wide challenge: as brands expand into new regions and channels, maintaining cohesion becomes increasingly difficult. Digital Asset Management solutions provide a systematic way to scale brand governance, ensuring every asset adheres to established standards, from product imagery to campaign materials.
Keepeek’s Thomas Larzilliere reinforced this point. With the explosion of content across platforms, brand governance gaps widen quickly. Integrated DAM plays a pivotal role in preventing drift, reducing compliance risk, and streamlining how teams produce, approve, and distribute content at scale.
3 expert insights on the future of integrated DAM for brand management
1. Brands need agile content strategies
The panel agreed that the next era of brand management requires systems that allow teams to react to market changes, trends, and customer behavior in real time. Digital Asset Management will increasingly serve as the foundation for these adaptive strategies, especially when paired with DAM analytics that reveal what content performs, where, and why.
2. Cross-functional collaboration must be frictionless
Effective marketing operations rely on shared workflows, yet many organizations remain siloed. Integrated Digital Asset Management tools are helping eliminate these gaps, enabling teams to collaborate on shared campaigns, reuse brand-compliant assets, and streamline production from concept to delivery. This cohesion not only improves speed but also strengthens brand consistency across markets.
3. Security and compliance are becoming critical
As brands scale their content operations, the importance of asset security continues to rise. This includes everything from access control to usage rights. The panel highlighted the need for stronger brand governance and tooling that ensures brand assets are always used correctly and in line with evolving regulations. Modern DAM systems are responding with enhanced compliance features that protect both the brand and its audiences.
Conclusion
The webinar made one thing clear — the future of brand management depends on moving beyond traditional Digital Asset Management. Brands need systems that not only organize and distribute brand-compliant assets but also support templated content creation, secure GDPR compliance, and cross-team collaboration. Integrated DAM is becoming the backbone of this new reality, ensuring that every brand experience is consistent, personalized, and strategically aligned.For further exploration on how these trends impact your brand strategy and how Papirfly’s brand portal and DAM solution can support your brand’s growth, catch the webinar below, or learn more about our suite.
FAQs
A Digital Asset Management system gives teams a structured, reliable way to access approved brand assets, reducing guesswork and eliminating off-brand content. As brands produce more content across more channels, DAM ensures every asset remains aligned to guidelines, no matter who creates or distributes it.
Customers now expect immersive, personalized experiences across every touchpoint. This requires brands to centralize brand-compliant assets, streamline review and approval processes, and support emerging formats like 3D models and interactive media. Modern DAM providers are responding with creative integrations, analytics, and rights management tools that enable them to deliver faster without compromising quality.
A Digital Asset Management platform acts as the single source of truth for all brand assets. It is a critical foundation for maintaining brand consistency across regions, teams, and channels, and for enabling organizations to balance global guidelines with local relevance. With DAM, distributed teams are able to create culturally appropriate content that still reflects a unified brand identity.
By eliminating silos. Digital Asset Management software connects workflows across teams, allowing people to reuse approved brand assets, streamline approval workflows, and work within shared processes. This improves operational efficiency, accelerates content creation (including social media content creation), and reduces the risk of outdated or non-compliant assets entering the market.
As the volume of digital content grows, so do the risks to correct usage and regulatory compliance. Modern DAM systems include advanced controls to ensure every asset is used appropriately and securely, from permissions to usage rights. This protects both the brand’s reputation and its audiences.
