As organisations expand across international borders the management of brand assets becomes a challenging concern. How does an organisation with multiple offices working across different time zones and cultures manage a consistent feel to a widely spread customer base? Is the use of images, text, graphics, videos and logos consistent? Can documents be found in a timely manner? Digital Asset Management, a combination of technology, processes and people provides the solution.
International organisations, without exception, waste a large percentage of their marketing resource on duplicating, losing and having inconsistent brand influence in front of their customer base. Brand recognition can be damaged and opportunities squandered every day by not putting the right piece of content in front of the right person in the right medium at the right time through a lack of process to manage such issues. Valuable content can be locked inside countries, servers and even right down to hand-held devices. As a consequence not only are opportunities missed, but penalties incurred through the misunderstanding of the rights associated with the use of that content.
Latest version updated
31st October 2018
About the Author
Keith Warburton is one of the world’s leading experts on the commercial impact of cultural differences on global business.