Another DAM Podcast

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Another DAM Podcast interview with Philip Guiliano on Digital Asset Management

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?

Transcript:

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
management.
[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
brand management.
[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-
a-Service DAM.
[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
by systemization.
[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
your needs.
[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
initial deployment.
Henrik: [8:33] Great. Thanks, Philip.
Philip: [8:34] Thank you very much. I appreciate the call and definitely appreciate
the time.
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.

Related Articles

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Another DAM Podcast interview with Steven Brier on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does an international hotel chain use Digital Asset Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:00] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Steven Brier. Steven,
how are you?
Steven Brier: [0:10] I’m just fine. How are you?
Henrik: [0:12] Good. Steven, how are you involved with Digital Asset
Management?
Steven: [0:15] I’m the Product Owner, for lack of a better term, of the Marriott
Digital Asset Management System, and several applications that leverage the
DAM to activate brand voice, and automate marketing and sales efforts for 11
different brands worldwide.

[0:34] In this role, I develop a strategy. I prioritize
the development. I manage all the internal and external resources. Whether that
be our development shop, advertising agencies and others. I serve as liaison
between the business and what we call the tools, which includes the DAM and
any of the other applications that link into the DAM. I also project manage any
integration efforts between other applications in the DAM which is extremely
important.
[1:05] We’ve made the DAM accessible through an API. That makes it much
easier for other applications to tap into those assets that live there, further
gleaning and pulling value out of those assets.
Henrik: [1:23] Why does an international hotel chain use Digital Asset
Management?
Steven: [1:28] Marriott uses it to secure the investment that’s made in digital
assets from a property standpoint and also, from a corporate standpoint.
Whether we have assets for brand and brand marketing, human resources, internal
communications, we use the DAM to secure that investment. Also, to glean
the maximum value we can out of those assets.

[1:56] Before we actually had this
thing, assets were stored on servers in hard drives and disks. You really couldn’t
access them, not in a global fashion, and certainly not even a cross department
way. This now allows people to use these assets, and to actually get them out
to people.
[2:18] The reason why we initially built it was to help build our brands. We were
going to a strategy of brand distinction. We really needed to categorize assets
that would be used specifically for each brand and not cross pollinate, if you will,
so that we could get a distinction.
[2:40] I guess the final thing you could say is just to save money, because they’re
specific. We collapsed nine different databases around the world, and I wouldn’t
even say that was all of them.
[2:56] We did that in a formalized way, but then I think there have been other
teams, groups, and organizations throughout Marriott who have since found our
tool and added their assets to the system, as well.
Henrik: [3:12] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Steven: [3:18] The first thing is, if you’re going to be taking something on like
this, you’ve got to have some thick skin, [laughs] because it’s very sensitive.
Everyone has their own ideas how it should be done, and then they’re very
protective as to their assets and the control of those assets.

[3:38] In large corporations like Marriott it is, as I like to say, a house to house battle. It’s pretty rare that you see a company that scopes out to centrally fund an enterprise like
solution, because many times it’s millions of dollars, you have to fight through all
of the systems, and there are misunderstandings.
[4:00] A way that we were able to do it was we built small. We proved it out, the
concept to do a certain set of tasks, or to solve certain problems. Then, as we
proved that out, we started to evangelize the system to build that support and
get others to take ownership of their slice of the pie.
[4:24] In a sense, I guess you should be a salesperson, too. That’s not always
something that people in this position really aspire to or have the skillset to do,
but it’s just a matter of getting out, talking to people, and helping paint the picture
for them so they can see what the Digital Asset Management System can
do for their group, and what centralization of that, the value of centralization,
can have to their organization.
[4:57] The other thing is just to be open and solicit feedback, even criticism and
complaints. This is somewhere all the good ideas for our system have come. I
always like to say that, when people stop complaining, [laughs] I don’t have a
healthy system, because it means people are starting to disengage.
[5:15] I have really fostered this open door policy so that people understand that
if they have an issue with the system, if it can be solved. We’re perfectly willing
to do that.
Henrik: [5:28] Allowing people to complain, but taking those complaints and
seeing what challenges can be resolved to make the system better. That’s a
great piece of advice there as well.
Steven: [5:36] Right.
Henrik: [5:38] Thanks Steven.
Steven: [5:39] You are quite welcome.
Henrik: [5:42] 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.

Related Articles

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Another DAM Podcast interview with David Fuda on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does an organization focused on furniture use Digital Asset Management?
  • Tell me about your title.
  • What advice would you like to provide vendors when trying to approach and sell to a potential client?
  • What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript:

Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Darth, Lord of the
DAM. I mean, David Fuda.
David [0:12] , how are you?
David Fuda: [0:13] Very good this morning, how are you?
Henrik: [0:15] Good. David, how are you involved with Digital Asset
Management?
David: [0:19] I’m Digital Asset Manager for Ethan Allen Global. Ethan Allen is a
home furnishings company. We’re based in Connecticut. It’s a worldwide operation.
Out of our headquarters area is where the Digital Asset Management
system is based.
Henrik: [0:34] David, how does an organization focused on furniture use Digital
Asset Management?
David: [0:40] Many ways. Its key function right now is in the Style and
Advertising Departments. Digital photography was introduced in Ethan Allen
about three, four years ago. At the time, we realized, suddenly the volume of
images that was being photographed went up 10fold over what it was in film.
We had to get a handle on the amount of images that were being done. [1:07]
Digital Asset Management is what we needed to wrangle in what turned in from
a year’s shooting of 10,000 images to 100, 000 images.
Henrik: [1:14] Wow.
David: [1:15] Yes. At the time I was Senior Staff Photographer. I had been so
with Ethan Allen for 11 years. When they started talking about Digital Asset
Management, it peaked my interest as some type of field that would be something
new, and exciting and different, and definitely growing. So, I took on the
position as Digital Asset Manager. [1:36] I found one of the most useful ways,
once the DAM was up and running, was its ability to allow users and groups
that before had no access to print or web ready artwork, for instance, our PR
Department, Training Department, Merchandising Department.
[1:55] Before, if they had the need for a print or web ready image, they would
have to open a job ticket with Production, and go through a process of asking
them. Say, for instance, there was a particular sofa that a print magazine required
a shot of in the living room. It could start to involve two, three people to
look for a particular image.
[2:17] Nowadays, the PR individual can jump right into the DAM, do a search,
and find a multitude of room images featuring a particular sofa that was required
to be seen. They can draw their own print or web rendition right from
the DAM, and not involve the production department. It’s very quick, very easy.
They simply love it.
Henrik: [2:37] That’s a great example of self-service.
David: [2:39] Yes, it is. It’s a wonderful thing.
Henrik: [2:42] Tell me about your title.
David: [2:45] I came up with the title Darth, Lord of the DAM, because at the
time when the DAM was introduced, it was a totally new concept, at least to
Ethan Allen and all the departments. No one was really certain what a DAM
was. To make people look up from their desk and their daily task, when I would
walk into someone’s office and introduce myself, as opposed to Digital Asset
Manager, Darth Lord of the DAM, seemed to really make them look away from
their computer desktop and, “What? Excuse me, who are you?” [laughs] [3:18] It
was a nickname I chose to make people notice there was something new on the
block, and it happened to be the DAM.
Henrik: [3:27] What advice would you like to give to vendors when trying to
approach and sell to potential clients?
David: [3:33] I would like to say, as far as the vendors go, when approaching
a client, I noticed a couple of things that seemed to be a constant as we were
looking at different DAM systems offered by different vendors. They came in
with a preset presentation, a PowerPoint or whatever the case may be, of what
they envisioned a typical user might be for their product. [4:00] I’ve come to
learn that users for the DAM are as varied as the clients are. They would make
a presentation with, “OK , Ethan Allen’s in photography, they make a magazine.
Let’s show them something like a fashion magazine.” It was completely unrelated
to how we would use the DAM.
[4:18] I think it would be best if the vendor took some elements that a potential
client may be using as assets in their DAM, then mocked up some type
of, “This is what your DAM could look like,” as opposed to presenting something
generic.
[4:36] Of course on the other hand, looking back, hindsight, Ethan Allen could
have presented each vendor with a collection of images, mockups, and magazines,
saying “These are the type of assets we would be putting in a DAM. Show
us how we can make them relate.” So, a little advice for both.
[4:57] I had one particular vendor who had that had a very fine looking product,
we were very impressed with the user interface. It seemed like something that
was really designed more towards images, rather than documents, and really
wanted to succeed.
[5:12] But they failed, not once, but twice in the presentation. They insisted on
having a presentation given to us via remote desktop. Both times the remote
desktop connection failed. It’s kind of hard to sell a product to people holding
the checkbook on something that won’t function. We had to pass on them.
[5:33] From the buyer end, if I could offer a little advice. Not only in presenting
particular types of assets to them to make a mockup for you, I’d also like to
suggest to any particular buyer to go ahead and look at the vendors’ service
department. Once the DAM is installed, the techs at the their customer service
are going to be your best friends for many months to come.
[6:02] We were fortunate, the product we chose, the tech support is outstanding.
I would suggest, possibly, if you’re in the market for a DAM, look at a
vendor, ask to talk to probably one or two if you could, of their users. Talk directly
to their IT department, if possible.
Henrik: [6:24] You mean the customer facing technical people?
David: [6:28] Yes, definitely.
Henrik: [6:29] From the vendor? As well as the customer service under
their VSLA?
David: [6:38] Yes, because if you’re not familiar with a DAM at all and once you
install it, it’s a big piece of software. It’s going to be something intimidating to
some people, some of your users. Other users are going to dive right in and
love it. [6:52] Also a piece of advice to buyers, once you purchase the DAM,
it’s not going to be set and you can walk away from it. Your DAM will always
be morphing, changing as new groups are added. As the needs of your users
expand, there’s going to be meta fields constantly be added. Others that are
now irrelevant, you might as well pull.
[7:16] The DAM’s never, “Build it and there it is and walk away.” It’s going to
be changing with your business needs. As far as that goes, our particular DAM
software, speaking of morphing, it’s only been installed three, four years. We’re
going to be facing an issue, coming up, with its compatibility with web browsers.
Most of our users are using a web based client.
[7:48] Regrettably, the version of our DAM software is already a version or two
old, being only four years old. It’s no longer updated and supported. Well, it is
supported, but it’s no longer updated to match and function with new, current
browsers coming out.
Henrik: [8:11] Hmm. There’s a lot of them.
David: [8:12] Yep, it’s all of them. Any new machines we install, or OS upgrades
that are done to users’ computers, all have to be backstepped with the browsers
to make sure they function with the DAM.
Henrik: [8:25] Hopefully they can support that by supporting back versions and
updating, as you suggested.
David: [8:32] Yeah, it would be nice. I suspect there are many customers of
there that are out there with a back version like we have.
Henrik: [8:40] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals.
David: [8:45] As far as aspiring to be DAM professional, I can relate Ethan
Allen’s experience with it. When our exploratory committee was first looking
into software and the idea of building a DAM, they thought it was more important
to have an individual that knew the company, knew the departments
that would be involved in the DAM, being Photo Studio, Style Department,
Production Departments are the three key departments, and someone who
Another D 174 AM Podcast Transcribed
knew the product and the business model of the company. [9:18] So, as opposed
to looking for someone with the tech experience, they looked inside. I
seemed to fit the bill, they offered the position to me. I had been with the company
10, 11 years at the time. I went for it because of my knowledge of the individuals
that would be introduced to this new software, the DAM, how it would
be deployed, and its needs would be to meet our requirements as a company.
[9:47] I think it was a good choice on their part to choose from within, someone
who knew their business model, as opposed to someone who was formally
trained in the DAM aspect and introducing them to the company.
[9:59] It may be a good piece of advice to the company to look for their DAM
administrator, or the Lord of the DAM from within, as opposed from without,
because that individual may be with your company already.
[10:09] In addition, I’d like to offer a piece of advice that didn’t handicap us,
but it was an error on our part when we first started investigating a DAM. The
exploratory committee looked at the DAM as a piece of software that would
be used by the members of the departments, again the Style Department,
Photo Studio.
[10:34] They didn’t realize just how intertwined the software of the DAM would
be with the servers. The IT department wasn’t consulted until the project was
well underway. It was simply because of our unfamiliarity with the DAM, and not
realizing that it was such a database and application driven piece of software,
completely based on the servers.
[11:05] So, for anyone looking for a DAM, bring your IT boys right to the
first meeting.
Henrik: [11:09] Thanks David.
David: [11:10] OK .
Henrik: [11:12] For more on Digital Asset Management log onto
AnotherDAMblog.com. [11:16] Another DAM Podcast is available on Audioboom,
Blubrry, iTunes, and Tech Podcast Network. Thanks again.

Related Articles

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

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Another DAM Podcast interview with Richard Buchanan on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does a media company use Digital Asset Management?
  • Do you use specific standards and do you feel there are enough in Digital Asset Management?
  • What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript:

Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Richard Buchanan.
Richard, how are you?
Richard Buchanan: [0:10] I’m fine today. How are you?
Henrik: [0:12] Good. Richard, how are you involved with Digital Asset
Management?
Richard: [0:15] I work with the Comcast Media Center in Denver, Colorado. We
are a technical facility that supports Comcast and NBCUniversal and commercial
clients throughout North America. We specialize in delivery of file assets, such
as video on demand. We do live events. We do content aggregation and distribution.
We do channel origination, and we do production and post-production.
Henrik: [0:45] Excellent. Richard, how does a media company use Digital Asset
Management?
Richard: [0:52] A media company like ours has a huge inventory of assets with
multiple platforms and routes for delivery. To keep track of all that and be able
to do it efficiently, with high quality, and consistently deliver the customer experience
that’s expected, you have to be able to find your assets and deploy them
in a very rapid turn time. [1:17] For example, we pitch about 10,000 video on
demand assets every 30 days. This comes in from 297 different sources and is
delivered in Canada and the US to 97 percent of the VOD enabled households
available.
Henrik: [1:38] VOD, video on demand.
Richard: [1:40] Video on demand. That’s correct.
Henrik: [1:42] Excellent. Do you use specific standards, and do you feel there
are enough in Digital Asset Management?
Richard: [1:47] In the case of video on demand, we use specific standards that
have been exacted by what’s called CableLabs. A consortium of cable companies
came together about 20 years ago and established a group to test, analyze,
and publish standards so that the industry could share content more easily.
[2:10] This specifically affected how set top boxes were developed, how VOIP
was rolled out over cable MSOs, and now how video on demand is delivered
and managed. There are specifications not only for the file type and the signal
quality, but also the metadata that goes with it.
[2:30] In the Digital Asset Management field, this is a wide open opportunity for
someone to take the reins and form a group to start to define what the standards
are in order to create more interoperability among vendors and more
efficiency for users.
Henrik: [2:52] We would hope that some of those entities may possibly be in
existence such as the DAM Foundation, which was started a few months ago.
Time will tell, for sure.
Richard: [3:02] Yeah.
Henrik: [3:04] Let me finish with the last question I ask individuals that I interview.
What advice would you like to share with DAM professionals and people
aspiring to become DAM professionals?
Richard: [3:12] I would say focus on one of three areas. You can be a technologist,
you can be a leader, or you can be a designer. I think that all three of those
disciplines are very important if you can learn more than one or all three. But I
think the important message is it’s not just technology.
Henrik: [3:39] True.
Richard: [3:40] There has to be some creative thinking, especially around defining
problems, being able to decide what it is you can solve and how you
can solve it and prevent scope creep. So that you know how you’re going to
deliver what, and what it’s going to cost. [3:56] So the benefit to the company
is well demonstrated at the end of the project, and the leaders who are able
to manage these different disciplines and apply the traditional thinking that’s
necessary to deal with legacy libraries and bring them into contemporary digital
multi-platform distribution environments.
[4:19] I think that what I would say is be clear on what your objectives are, define
the problem you’re trying to solve and don’t get distracted from that.
Henrik: [4:29] Great advice. Thanks, Richard.
Richard: [4:32] You’re welcome.
Henrik: [4:35] For more on Digital Asset Management, log on to
AnotherDAMblog.com. Another DAM Podcast is also available on Audioboom,
Blubrry, iTunes and the Tech Podcast Network. Thanks again.

Related Articles

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

Need Digital Asset Management advice and assistance?

Another DAM Consultancy can help. Schedule a call today