Digital Asset Management (DAM) system
The DAM, also known as a brand portal or media library, has become the backbone of brand management technology. It’s gone from being a simple storage facility to becoming the engine that enables personalised marketing while maintaining brand consistency. It drives a greater return on the company’s investment in marketing assets and helps optimise the process of creating branded documents and touchpoints. A DAM also helps ensure the business meets its legal compliance and obligations around content use. And it can do all this across multiple regions and languages if required. The DAM sits at the heart of an organisation’s digital asset supply chain and will continue to be the central element of the digital experience platforms of the future.
Recently, other tools have been wrapped around the DAM to create a brand management technology ecosystem. These are for example dynamic brand guidelines, collaboration tools, and templating functionality. The addition of these to the company’s core brand tech is usually a function of maturity (see chart).