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Brand Management with Canto (nee Flight)

Brand Management with Canto (nee Flight)

*Please note: as of May 22, Flight is now Canto. All references to Flight in this article refer to Canto.

What is Brand Management?

 

Do I use the red-on-white or white-on-red logo? Where do I find it?

What font do I have to use?

 

Brand management ensures that your brand assets are consistent, aligned, readily accessible and appropriately used. How can you align your brand assets to your brand management guidelines, brand strategy and approved usage? This article will discuss the importance of creating a consistent message with brand management guidelines and how you can do all that with the help of Flight – Canto’s SaaS digital asset management solution.

Visit our Flight Demo Brand Portal for Great! brand (a brand we created to showcase Flight possibilities). And register for our upcoming webinar: Brand Management with Flight Nov 14th 11AEDT.

Customise the main library and login page

Why not start with branding your own DAM library?

 

Tell your company’s story right from the start. The more branded your DAM solution is, the more people will connect with it and use it. Maintain your brand standards with customising the main Media Library. In Flight, administrators can apply a logo, choose colour theme, upload an appropriate brand image, create a title for your Library (for example, DataBasics Marketing Resource Library), as well as a welcome message.

 

 

Portals

 

What is a Portal?

Like an extension to DAM, a Portal is a web page that provides an easy access to select range of content to a specific target group of users, allowing the functionality you want and the overall look and feel that is required in a fantastic, good-looking interface that is easy to use.

For example, your Flight solution might contain range of content from work-in-progress through to finished content for access by your staff. Then – to make brand content available to the people you work with – you can create a Portal to share out only the brand content.

You don’t need to be a design guru, to create a tailored brand experience to share with your team, clients, vendors, and others. Read more on how easy it is to create custom-branded good-looking  publishing portals below.

 

Private or Public Portals

Decide if you would like your portal to be public or private. Private portals would require login and would only be accessible to select users. Public portals require no login and are limited to only viewing, downloading and sharing.

Portal Access Permissions

With Portals you provide access to select assets from your main library. (Don’t forget to mark the assets “approved” when adding them to your portal). Administrators can configure permissions by allowing specific features in a Portal. Establish privileges for sharing, editing, downloading, uploading, and adding watermarks.

 

 

Share directly from Portal

No need for email attachments. Share directly from your branded Portal with remote team members, outside agencies and collaborators. Great to distribute brand assets for review and approval.

 

Custom-branded Portals

 

Create your brand identity and ensure your branding stays consistent. Determine the look and branding of the portal interface and portal landing page. The brand identity can reflect that of your own brand or that of a client, allowing for agencies to collaborate through multiple branded portals. This means you can work in different portals that represent different brands. At DataBasics we have created several different portals to share resources with partners, potential customers, to collaborate with our team, and to share brand guidelines. Each of the portals has been branded differently, and has different functions. Take a look at our sample Great! brand portal here.

To customise your portal landing page and interface go to Settings – Portals (click on a portal you would like to customise) – select Landing Page or Custom Branding.

Sharing Brand Guidelines

Use Flight not only to share your media assets but also your brand guidelines. Upload you brand guidelines as a document, presentation or video. Share with both internal and external team members, and collaborators will be able to reference the various rules that help keep your brand’s message consistent. Having your brand guidelines listed in a central location will provide a single source of truth to explain crucial information about how your brand is presented across all channels, allowing easy access to everyone who needs them around the world 24/7.

DRM

Add copyright information, Terms and Conditions, and watermarks to your assets.

You can select watermark position and size. Add watermark as you are sharing an asset – share through an email or collection link and just click “Enable Watermark”. Admin can upload a watermark image under DRM Settings.

 

Add Terms and Conditions and Copyright information. You can find the asset information fields when clicking the down arrow:

You can add hyperlinked Terms and Conditions, which would take the person to the linked T&C page when clicked on the link.

 

Monitor your brand

In Flight, admin can see how brand assets are being used, and determine who is able to view, download, edit, and share stored files.

Find the admin dashboard here

Some of the reports you can view in Dashboard

For more in-depth reports you can go to Settings – Account Settings – Reports.

 

Flight is not only the best place to share your digital assets, but it’s also an excellent place to create a consistent brand image, to share your brand guidelines and to control how your brand assets are used and distributed.

See it all in action in our upcoming webinar: Brand Management with Flight Nov 14th 11AEDT

DAM for FMCG

DAM for FMCG

Recently we hosted a webinar and published a blog post on DAM for Retail. Digital Asset Management (DAM) helps retailers efficiently and timely provide personalised and consistent message to the ever-demanding customer.

FMCG (fast moving consumer goods or CPG (consumer packaged goods)) stands just a step earlier in the supply chain involving manufacturers, sellers and marketers. Often FMCG is associated with brands and brand marketing.

How can FMCG benefit from DAM?

“The ability to share common content from one repository has reduced significantly the time required to locate images and other content for either internal or external partners. We are also confident that the files that others in the company are sharing are the most up to date,” – Alison Peake, Head of Group Communications at The a2 Milk Company

 

Unique aspects of FMCG

  • Short shelf life
  • Intense competition
  • Low margins

Each of these present specific challenges for FMCG brands. Success requires collaboration across the marketing – development – manufacturing value chain, combining the work of creative and technical.

Digital Asset Management (DAM) and Brand Asset Management (BAM)

As a subset of DAM, brand asset management provides brand guidelines, online proofing and approval, automated workflow and marketing process management. For example, it allows to select assets approved for brand communication and put them in context.

 

Challenges

To get to the shelf first FMCG companies must have their creative ability across their brand management, marketing, and design teams maximised by continuous collaboration in real time, around the world.

Some of the challenges faced by FMCGs are:

  • Collaboration between creative and technical teams is slow and error-prone
  • Digital assets are stored in multiple locations and are hard to locate when needed
  • Time and money is wasted on recreating a previously created asset
  • Adhering to Brand Guidelines gets diluted

DAM Objectives

Improve speed to market

In an industry where getting your product on the shelf quickly is very important it is essential to get to your digital assets quickly and in an organised manner to make it easy for the members of the team to find the assets they need, when they need them, fast.

A DAM solution can help create the required alignment of people, processes and digital assets in an efficient way by providing a central repository to create, organise, manage, archive, and distribute the media assets.

Collaborate and share ideas with your outside agencies in real-time. Having all your assets in one place will help speed any changes that take place in the asset creation process.

Improve and customise customer experience

The key task for FMCG marketers is about getting their brand front-of-mind and setting themselves apart from the competition with a great product and even better creative marketing to increase product/brand awareness.

To stay on top, their marketing message needs to move to an approach that relies on customer engagement, dialogue and collaboration. Focus less on what’s being sold, and more on the relationship between product and customer.

According to eft only 3% of supply chain executives of retailers say “their technology fully supports their efforts to improve customer experience”.

In particular, most suppliers are looking for multi-channel distribution of content to support their marketing processes, but are doing so by duplication of their efforts for each channel, whereas with a suitable DAM they will be able to have multi-channel distribution program without duplication.

A digital asset management solution helps connect you with your audience through social media, ad campaigns, and other channels by allowing easy access and sharing of media files in the best format for print, web, or social media.

With product as the fixed point the content circulates around, a digital asset management system keeps the content product-focused and on-point as it moves between different departments, companies and channels. DAM is instrumental to consistent marketing initiatives, product launches and content management efforts.

Save time and money

“I love the ability to create collections. This is great for larger projects that require multiple files. Having them in their own collection folder has made it really easy for me to prepare for a project,” – Alison Peake, Head of Group Communications at The a2 Milk Company

In an industry where every dollar spent cuts into your bottom line being more efficient is paramount. Spending days looking for an asset for your next marketing collateral and taking months to approve the artwork just won’t work in your favour.

Digital asset management solves these problems by offering one centralised repository for all your media assets, giving you control of the assets’ management process, allowing teams across the globe to collaborate in real time, and improving the overall marketing workflow.

By leveraging DAM technology, FMCG companies can significantly reduce costs and decrease marketing material production time while increasing the quality of the finished materials.

Adhere to brand guidelines

Brand and marketing managers must ensure everyone within the company or across the supply chain is working with current branding guidelines, labelling and product information as they produce or reuse company’s artwork. DAM provides self-service facilities (such as, Portals for Cumulus or Workspace for Flight) to distribute a small, approved subset of content to parties inside and outside a company that suits the style of asset delivery and consumption.

DAM Solutions

Integrations

A DAM solution can be integrated with other systems, such as:

  • MRM
  • ERP
  • eCommerce
  • PIM
  • POS
  • Ticketing
  • Shipping

A DAM system is much more than the organisation of digital assets. Through integrations DAM will work in sync with your other systems allowing for a much more efficient way of managing media assets and delivery of marketing content.

Control over your media assets

You have control over who gets access to what files in your DAM system. Let authorised users within the company as well as authorised outside agencies access the materials and information they need to work on marketing materials around-the-clock across the globe allowing for better management and execution of their marketing efforts.

Automate workflows for efficiency and compliance

Streamline and automate the marketing workflow processes while, at the same time, protecting your organisation from risk by ensuring legal and copyright compliance throughout the creating, storing, and distributing your media assets.

With the help of DAM you can store your copyright information in metadata and make it searchable, protected and share-able without restriction.

“We found we were getting multiple requests for files. It was using our designer’s time searching for the files, organizing them and then getting them to the end user. This was taking away from other projects the designers could be working on. From that perspective I believe, Cumulus DAM really has helped our organization- it just streamlined our processes,” – Peter Baltjes, Marketing Director at ACMG. Read the full case study here.

Digital asset management solution will speed the development of new marketing materials while providing the means to manage change at all levels of creative process.

Summary

Quick product lifecycles, intense competition, and low margins present challenges for FMCG. An agile and powerful DAM system will help keep up with businesses that move at lightning speed.  Protect your brand and boost revenues by efficiently storing, organising, managing, and distributing your digital marketing assets.

 

Written by Antra Silova

DAM for Retail

DAM for Retail

Managing marketing content

Digital Asset Management (DAM) provides a way for retailers to protect their brand and boost revenues. Retailers need to provide personalised and consistent message to their ever-demanding customers across multiple different channels.

Timely and visually engaging content needs to be created by different teams. How can they do it efficiently supporting multichannel marketing and improving customer engagement?

Digital asset management has become the key strategy for many retailers. How can DAM help?

DAM Objectives

Making business more efficient

With digital asset management retailers can lower costs of doing business by raising output with increased collaboration across all those involved in the marketing production chain. By implementing a central approval process, errors are reduced.

DAM allows for improved shared processes by viewing content across different portfolios, product lines and subsidiaries.

Supporting multichannel marketing

Content creation can be consolidated and applied to multiple channels with the result that the customer message is improved with greater consistency across all channels. Retailers can reproduce the same or similar content across different websites so that regional or local markets are catered for.

As DAM supports print, digital and social activities, it is possible to target wholesalers, retailers and the general public equally easily.

Improving customer engagement

Consistent marketing messages and engaging content can be produced with the help of a digital asset management system. Content can be produced that matches a customer’s preferred media format and device. It also makes for improved data quality and readability of the product messages.

DAM Solutions

Integrations

Retailers can integrate their DAM with their other systems, such as:

  • ERP
  • eCommerce
  • PIM
  • POS
  • Ticketing
  • Shipping

These integrations will let retailers work much more in sync and manage their media assets much more efficiently, as well as deliver the content faster. Catalogues can be created and pushed out to print and online channels.

Central platform for all product related information

Employees across the world will have a centralised platform and consistent controlled access to all approved file types – images, documents, and video. It forms a part of product information management (PIM). Failures and inconsistencies will be reduced as there is only one location of content and one master original with version histories maintained for easy rollback.

All product information can be changed and updated in real-time so sales/marketing people on the road have instant access to up-to-date and the latest information.

Distribution of content

Easy access to digital assets will be available no matter where the office is located, be it the office in Sydney or an international office on the other side of the world. Media suppliers will be able to upload their work from any location and external retailers and outlet channels are able to get immediate access to current content.

The distribution of complex media such as video can often be solved with hybrid solutions that include CDN and/or YouTube integration. Device detection within a DAM solution means that bring your own device (BYOD) deployment is supported and enables mobile communication and collaboration.

Content in marketing materials

Most marketers use Adobe products, ie InDesign and Photoshop, in the creation and production of marketing materials and the results are usually larger and more complex layouts than regular forms design. With a DAM that’s integrated with your design tools, you can match images to product information and produce multi-page catalogues quickly and easily.
Stringent approval processes can be applied and content can be derived from multiple sources to produce many-layered content that can be output to multiple channels in print or digital formats.

Challenges

As consumers are constantly looking for incredibly personalised shopping experiences that reflect an understanding of their needs, interests and passions, retailers spend a lot of time constantly changing visual content to fulfil this demand. They face a number of challenges in doing so.

Naming and grouping conventions

The grouping of products and the variations of a product such as colour and size present a great challenge to retailers and can be solved with a digital asset management solution that can relate such variations and identify products, items and articles.

Different codes, SKUs, product IDs, UPC codes can all be related to the relevant digital media.

Offers, promotions, availability, and planning

With a DAM in place, promotions and sales offers from retailers can be visually selected and matched to the relevant media. It is easy to manage and limit content to match the availability of stock, on-the-fly.

The availability of suitable content needs to be planned to support marketing initiatives such that managers and promoters can react quickly to requirements.

Peaks and troughs

Peaks and troughs are typically associated with digital marketing. Marketing material and content will necessarily go through variations in activity in response to product lifecycles and promotional periods.

Similarly, consumer activity can vary greatly in response to buying seasons and promotions. Being able to respond swiftly to market changes is assisted by having a centralised DAM.

Summary

A DAM solution enables you to protect your brand and boost revenues by efficiently storing, organise, managing, and distributing all your digital marketing assets. This includes product images, brand graphics including fonts, promotional videos, advertising and promotional layouts, and brand guidelines.

Having a centralised system helps your staff, creative agencies, and partners quickly and easily access the assets they need for their everyday work.

References

This content is drawn from DataBasics webinar on 20 September 2016, entitled DAM for Retail view on DataBasics YouTube channel.