Your brand is your company's lifeblood. Do you have a brand management strategy that promotes and protects a lasting and scalable brand?

1. Brand Strategy Secrets
Top companies use DAM for brand management
March 21, 2019

2. 1
2
3
How to structure, activate, connect,
and monitor your brand
How to manage and deliver consistent
branding with the Widen Collective
How Widen customers promote and protect
their brand with comprehensive brand asset
management
What we’ll talk about today

3. Structure, activate, connect,
and monitor your brand

4. Asset
performance
analytics
CREATE MANAGE DISTRIBUTE ANALYZE
Customer relationship
management
Sales enablement
Marketing
automation
Social media
management
Asset linking
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Brand
asset
management
Curated
content
distribution
Web-to-print
collateral
customization
STRUCTURE ACTIVATION CONNECTIVITY MONITORING
Widen’s brand management model

5. Asset
performance
analytics
Customer relationship
management
STRUCTURE ACTIVATION CONNECTIVITY MONITORING
Sales enablement
Marketing
automation
Social media
management
Asset linking
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Curated
content
distribution
Web-to-print
collateral
customization
Brand
asset
management
The right organizational structure supports your brand’s
creative workflow and asset management – the engine for
your brand

6. STRUCTURE
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Curated
content
distribution
Web-to-print
collateral
customization
Brand
asset
management
Asset
performance
analytics
Customer relationship
management
CONNECTIVITY MONITORING
Sales enablement
Marketing
automation
Social media
management
Asset linking
Curated
content
distribution
Web-to-print
collateral
customization
ACTIVATION
Specialized tools for
content activation
support distribution
of the right content
to the right people
at the right time

7. ACTIVATION
Curated
content
distribution
Web-to-print
collateral
customization
Asset
performance
analytics
ACTIVATION MONITORING
Curated
content
distribution
Web-to-print
collateral
customization
STRUCTURE
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Brand
asset
management
Customer relationship
management
Sales enablement
Marketing
automation
Social media
management
Asset linking
CONNECTIVITY
Connectivity across your marketing tech stack is
the link between your master brand assets and
your end consumers

8. Asset
performance
analytics
Customer relationship
management
CONNECTIVITY
Sales enablement
Marketing
automation
Social media
management
Asset linking
STRUCTURE ACTIVATION
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Curated
content
distribution
Web-to-print
collateral
customization
Brand
asset
management
MONITORING
That ultimately provides you with important monitoring
tools to analyze site production, and content performance

9. CREATE MANAGE
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Brand
asset
management
Organizational
structure
Widen’s brand management model
People, processes, and
technologies working together to
execute on your brand strategy
2 main components:
1) Automated creative workflow
2) Brand asset management,
focused on metadata and rights
management

10. Automated creative workflow
Dashboard showing project
requests, active projects, and
deliverables worked on.
Citizen automates creative workflows to deliver a better
brand experience, despite quadrupled requests for
custom art

11. Standardized project intake
They teamed with Marvel Entertainment to bring a new
line of watches to market
They worked toward launch to take on requests for on-site
placements with key retail partners, like Kay Jewelers

12. Timeline of work in process
Project details show all
deliverables mapped to the
timeline and people involved.
Project details show all deliverables
mapped to the timeline and people
involved to keep everything on track

13. Online proofing with on screen annotations
Proof comment and approval
tracking supporting on screen
annotations and audit trail.
They review, comment, and approve creative assets in
one standardized place with standardized workflows
before they go to the Brand Asset library for ongoing
management and distribution, which reduces cycle times

14. Brand
asset
management
Metadata and
rights management
Widen’s brand management model
Metadata and rights management
are crucial to brand management
because it provides structure - and
protection - for assets, supporting
more efficient and effective
marketing operations

15. Rights management and brand protection
Google Retail uses Widen’s advanced rights management
capabilities to manage their brand across internal creative
teams, external agencies, and channel partners

16. Application of core rights management capabilities
They’ve thought of every step from upload to download to
make things more efficient and protect their brand, such
as watermarks, hearts, and flags

17. Automated upload profiles
Google uses 40 different upload profiles with default
metadata and embedded metadata mapping to automate
data entry on upload, saving time and improving accuracy
of search results

18. Asset metadata types
Google segments metadata types based on ‘asset
groups’ to manage the unique qualities of each set of
assets used for different purposes across Google and
their retail experience

19. Widen offers many digital rights management features to
protect your assets and your brand – metadata, security
controls, flags, and tracking

20. Manage digital rights with attached docs for specs,
guidelines, creative directions, and additional licenses
and releases

21. They use flags to note special uses and sensitive info,
plus they consistently apply usage rights metadata with
an extensive picklist

22. Google applies intended use tracking with custom fields
to understand usage for all downloads and shares across
internal teams and external partners

23. Google tracks all cumulative uses at the asset level or in
aggregate using Widen Insights

24. Plus, they require acceptance of their custom end-user
license agreement (EULA) on every download or share, for
further protection

25. In summary
Rights management is critical to
brand management
Protect your assets
on view (what you see) Watermarked previews - to avoid right-click downloading
Asset group flag - for “Rights Managed”
Metadata field - for “Permitted Uses”
Attached docs - with rights information

26. In summary
Intended use dropdown - select from a list of custom options
End-user license agreement - accept for further protection
Order approval on download - as an asset group setting
Intended use verification - the approver verifies a match
Protect your assets
on download (what you do)

27. MANAGE DISTRIBUTE
Brand
asset
management
Curated
content
distribution
Web-to-print
collateral
customization
Content
activation
Widen’s brand management model
Content activation involves
curating collections and creating
brand portals tailored for different
audience needs, like product
launches, campaigns, and events
Take brand assets further, into
personalized or localized marketing
campaigns with web-to-print
templates

28. Brand portals for sales enablement and customer success
Trunk Club uses Portals for sales enablement and brand
control. Their Stylist Toolkit provides all the resources
needed to market and sell the Trunk Club experience

29. A toolkit with everything to represent the brand
This includes campaign photos, clubhouse photos (for
retail locations), stylist headshots, brand identity graphics,
logos, colors, and key contact info in a one-stop,
shopping-like experience

30. Brand assets carry the Trunk Club style across all customer touchpoints
Many different teams use the same assets in different
ways to drive frequency and repetition, allowing Trunk
Club to become more recognizable and build on their own
unique style

31. These aren’t just for big global brands. The YMCA of
England and Wales has to carry a consistent brand across
116 with minimal creative staff

32. Web-to-print templates for posters, collateral, and social banners
They use Widen’s Templates to empower users anywhere
to create posters, collateral, and social banners, all
on-demand. They can activate their brand, while keeping
all assets consistent, no matter who uses them

33. Point, click, and customize the copy within the template
No design experience is required. Users just add text
appropriate for the occasion, and everything else is locked
into the template

34. Require approval before the user can download or share
All customized templates must be approved before they
can be downloaded or shared, and put to good use
This helps YMCA brand owners ensure all users are
sticking to their brand standards

35. In summary
Portals - deliver curated sets of assets in personalized ways
Templates - create localized web banners and print materials
Personalize and localize
the brand experience
The easier you make it for users,
the more likely they’ll maintain a
consistent brand

36. DISTRIBUTE ANALYZE
Customer relationship
management
Sales enablement
Marketing
automation
Social media
management
Asset linking
Brand
connectivity
Widen’s brand management model
Connecting content across your
digital experience really makes
DAM the engine for your brand

37. Create share links and embed codes for any use
Citizen Watch creates
custom share links and
embed code options for just
about any use

38. Copy/paste the embed code into any web editor
Widen share links and
embed codes ensures
near-immediate brand
consistency anytime you
update an asset
It’s automatically updated
wherever it resides online,
ensuring brand compliance

39. Powering downstream content
distribution and consumption
Martech
integrations
System integrations with popular
martech platforms connect content
across the digital experience

40. Embed views accumulate everywhere the asset is published

41. Ecommerce integrations for asset consumption at the point of sale
Citizen hooks into their Salesforce Commerce Cloud
(formerly Demandware) so they always present the most
current, highest quality assets, even at the point of sale

42. In summary
Embed - share and embed assets anywhere on the web
Integrations - share assets across your digital ecosystem
Reach more people in different
ways to extend your brand, while
retaining a central source of truth

43. Asset
performance
analytics
Brand
monitoring
Widen’s brand management model
DISTRIBUTE ANALYZE
Customer relationship
management
Sales enablement
Marketing
automation
Social media
management
Asset linking
The more you leverage Widen as
your central source of truth, the
more you can learn from Widen
Insights
Dashboards reveal how you’re
impacting your brand

44. Brand Insight Dashboard tracks
downloads of key assets, like logo,
brand story, brand video and brand
template
Brand team can instantly see when
they’ve been successful
Quarterly review justifies budget
requests, shows what to continue
creating, what to update and what to
stop doing

45. Gaylord Archival uses world map Insights Dashboard to
track embed view and share activity by region to
understand demand within individual markets

46. Google Retail’s custom Dashboard tracks top downloads
by asset name, user, email address, and intended use to
close the loop on all download activity

47. In summary
Use Widen Insights to track
how brand assets are viewed,
used, and shared across
channels
Examine - site usage and compliance
Track and measure - performance at the individual asset
and group level

48. Asset
performance
analytics
CREATE MANAGE DISTRIBUTE ANALYZE
Customer relationship
management
Sales enablement
Marketing
automation
Social media
management
Asset linking
Digitized
brand
guidelines
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Brand
asset
management
Curated
content
distribution
Web-to-print
collateral
customization
STRUCTURE ACTIVATION CONNECTIVITY MONITORING
One more look at Widen’s brand management model

49. How Widen customers
promote and protect
their brands:
Some of our favorite
examples

50. Login pages - the gateway to your brand
asset library
Digging deeper

54. Dashboards - the first place users land in
your DAM site
Source: Widen’s Dashboard Design Contest entries
Digging deeper

56. Curates Portals for the most popular assets and makes
them available right from the dashboard

57. You can use do-it-yourself Dashboard Design Tools or tap
into Widen’s expert Design Services

58. Portals - Widen’s most popular application
Digging deeper

64. Templates - to protect your brand
Digging deeper

67. Corel’s World Kitchen brand uses embeds to create once,
publish anywhere
They use 30+ embed code orientations across several
Drupal-powered websites plus third-party retailer sites

68. Free Hootsuite integration allows allows social media
managers to search and select approved images from the
Widen Collective when scheduling posts

69. In summary
Promote and protect
your brand
Promote the brand
Login pages
Dashboards
Portals
Protect the brand
Templates
Embeds
Integrations

70. Questions?
Contact:
marketing@widen.com
www.widen.com