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DAM as a brand ambassador: How digital asset management can be a strong ally of brand strategy

Author

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  • Burns, Kristin

    (Founder, Spark Focus, USA)

Abstract

Using real-world examples, this paper highlights how digital asset management (DAM) works as a brand ambassador in the old-fashioned, diplomatic sense of the word. The paper explains how DAM can smooth over the friction that change brings by making life easier for designers, external partners and other users. As this paper shows, using brand-driven DAM to curate assets can help users make the right choices and focus on common goals.

Suggested Citation

  • Burns, Kristin, 2024. "DAM as a brand ambassador: How digital asset management can be a strong ally of brand strategy," Journal of Digital Media Management, Henry Stewart Publications, vol. 12(3), pages 220-225, March.
    • Handle: RePEc:aza:jdmm00:y:2024:v:12:i:3:p:220-225
    as

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    More about this item

    Keywords

    global; brand; translation; collaboration; change; remote work;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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