Here are the questions asked:
- How are you involved with Digital Asset Management?
- How do you use Digital Asset Management when it comes to Brand Change and Brand Management?
- What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?
Henrik de Gyor: [0:02] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Philip Guiliano.
Philip [0:10] , how are you?
Philip Guiliano: [0:12] I’m very good, thank you.
Henrik: [0:14] Philip, how are you involved with Digital Asset Management?
Philip: [0:16] BrandActive is a brand implementation and management company.
This means that we get involved in large scale mergers, acquisitions, large
scale rebranding programs, and managements of brands that currently exist in
the market. [0:31] Our role is to be involved in the transition and management
of every single asset that a company has, from signage to vehicles to branded
environments, retail locations, documents, forms, uniforms, IT systems anything
that you can think of that is a physical or digital asset that carries the name,
logo, colors, any identity element of a brand.
[0:52] Our role is not to create the brand strategy or design. We don’t do any
of that creative development work. Our role is truly the implementation and
[1:01] What that means is, through our process of scoping out the brand change,
through doing a detailed inventory of what are all of these assets around the
globe that the company controls. How do they manage that transition? What
are they going to do with each individual asset? What’s the project organization
look like, and how do you manage that process?
[1:22] Through that process, we gather tons of pictures, tons of examples, tons
of video, all of their current assets, as they exist today templates, files, all of
that. We gather a lot of robust data around the inventory, the cost elements, all
of that stuff that is related to those assets how they’re produced, how they’re
designed, how they’re procured.
[1:46] We put that into database systems. We then work with our clients to create
the workflows, drive those workflows through implementation and on through
[1:59] As an organization, when it comes down to the system side, we use systems
internally, for ourselves. We also use systems that are client facing. We do
what we call a “brand implementation and brand management platform” that
drives the implementation of the brand across all these assets.
[2:19] So that’s location rollouts, things of that nature, all of their template refinements
around the globe empowering their employees with templates and processes
that they can use to rebrand their assets as well, or manage their brand
assets as they exist. We get involved in the creation of platforms like that.
[2:38] We also offer a Software as a Service Digital Asset Management platform,
built on the ADAM platform for small-scale and medium-scale clients that want
to get experience and exposure with how Digital Asset Management works,
what it’s capable of, what’s the value in it. We do a pilot test.
[2:55] That platform’s also available for large clients. Some of our larger clients
that are more global will use that platform to do a pilot program for a certain division
within the company or a certain department within the company. From a
systems basis, we do the brand implementation platforms and we do Softwareas-
[3:17] We also do vendor agnostic consulting services, where we will go into a
company and define their requirements, look for a business case for systemization,
lead vendor selection programs, and project manage their implementation.
That’s how BrandActive’s involved.
Henrik: [3:35] How you use Digital Asset Management when it comes to brand
change and brand management.
Philip: [3:40] The way in which we use it is to empower our clients and empower
their employees with managing the very complex assortment of digital
and physical assets that they have. [3:55] I’ll use an example. When we’re going
through a brand implementation with a client that, say, has 60 manufacturing
facilities, 1,000 retail locations, and corporate offices and sales facilities around
the globe, there are lot of different assets that have to be transitioned. There
are all the locations, all the signage, all the vinyl graphics, all the millwork, all of
the documents, forms, everything.
[4:21] What we will do is collect all of this information, we will put it into a system,
and then we will create the workflows for those clients that will drive the transition
of those assets through to completion, so that they actually hit their target
dates. They have full cost visibility and full cost control, vendor management
control, again, across physical and digital asset creation.
[4:43] Their employees have the tools and the templates that they need to take
what is a final created asset and localize that, customize that, change language,
anything that they need to do. From a multilingual, from an asset integration,
from a data integration, across multiple systems anything they need to do in
that area to manage the creation of their digital and their physical assets.
Henrik: [5:10] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Philip: [5:13] Take your time. [laughs] That’s probably the best [indecipherable
05:16] . Honestly, I see so many programs and so many clients and prospects
that we’re dealing with that understand that they need a DAM solution or a
MRM solution, a MAM solution. [5:31] They understand what they’re doing
currently without tracking, without reporting, without metrics, without visibility
into how they can get operational improvement, without visibility into how
they’re spending their money, and how they could potentially save that money
[5:50] They understand that they need to change that, and they look into a
solution without truly defining their requirements. By that I mean, “What are the
business drivers? What problems are they trying to solve? What are the political
and cultural issues that are going to impede the program acceptance? What
solutions are really going to address their needs?”
[6:10] There are a lot of people that I’ve seen that have evaluated DAM and
MRM based on what seems like excellent functionality, and it is. It’s fantastic
functionality for companies that need that functionality. But the truth of the
matter is that that functionality would never get implemented at their company.
[6:26] They end up picking a vendor that is not actually going to live up to what
they really need. They may be a client that needs amazing customization across
their user interface and across their workflows. They need workflow automation
or they’re not going to live their business case. They end up picking the solution
that doesn’t allow them to be as flexible as they need to be in that area.
[6:47] Taking time to really define a business case for change, really understanding
the business drivers, the metrics, how you’re going to measure success in
the end program, and what you can measure currently to illustrate that success.
Really define your requirements that’s business, technical, functional, every
requirement that you can nail down so that you know what it is you’re evaluating
a vendor based off of, and that you are actually evaluating them based on
[7:14] Engaging internal resources is a big one, throughout the process. As
we take people through business case development, and as we take people
through requirements development, we’re engaging resources across every area
of the organization.
[7:28] I definitely recommend doing that because these are the users of your
platform. These are the people that are really going to drive the success of the
platform. The earlier you engage them, the better the program’s going to be.
[7:38] I guess that brings up considering the cultural dynamics, as well. It’s very
similar for us and our brand implementation program. Really understanding the
culture dynamics, knowing what a solution is going to mean to the various users
within the organization, and what is going to stop them from using it.
[7:59] Having a solution alone definitely does not mean that people are going to
use it. Having the solution that isn’t built around the way people work within the
organization is absolutely going to assure they won’t use it.
[8:08] The engagement, training, and customization to the way people work,
understanding the workflows, and how you want to automate them. Definitely
including tracking and reporting, that’s going to be very key not only for acceptance
of the system at a user level but also executive level acceptance, and your
ability to continue to grow the program within the organization, beyond your
Henrik: [8:33] Great. Thanks, Philip.
Philip: [8:34] Thank you very much. I appreciate the call and definitely appreciate
Henrik: [8:39] For more on Digital Asset Management, log onto
AnotherDAMblog.com. Another DAM Podcast is available on Audioboom,
Blubrry, iTunes, and the Tech Podcast Network. Thanks again.
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