Branding and technology: Six innovations that change the game for brand asset management

Abstract

This paper focuses on how consumer behaviour can drive innovation in the asset management space by employing advances in technology from artificial intelligence and natural language processing to the popularity of massive open online classes and social media. Digital asset management for brand managers has evolved from basic storage space for brand guidelines and elements, to introducing collaboration tools, to merging external and internal for integrated information feeds and workflow. In thinking about the next stage, managers are looking to innovations in the social web that can be harnessed to create tools for brand management.