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DAM as a brand ambassador: How digital asset management can be a strong ally of brand strategy
Journal of Digital Media Management,
12
(3),
220-225
(2024)
Abstract
Using real-world examples, this paper highlights how digital asset management (DAM) works as a brand ambassador in the old-fashioned, diplomatic sense of the word. The paper explains how DAM can smooth over the friction that change brings by making life easier for designers, external partners and other users. As this paper shows, using brand-driven DAM to curate assets can help users make the right choices and focus on common goals.
Keywords: global; brand; translation; collaboration; change; remote work
The full article is available to subscribers to the journal.
Author's Biography
Kristin Burns is the founder of Spark Focus, a marketing consultancy where creative, content and tech teams learn to understand each other and collaborate together. With a background in photography and film, she soon learned that an organised person would thrive within a creative environment if they could structure the processes, assets and teams — allowing for room to actually create. Kristin has worked for Fortune 100 companies and start-ups and everywhere in between, from the worlds of publishing, media, technology and business. She launched Spark Focus LLC in 2023 to help clients get the most out of their tools and break down silos between teams along the way. She writes a weekly Substack, ‘Give a DAM’, and speaks in person and on webinars. Kristin currently volunteers to serve as a chapter leader with When We All Vote — a pro-voter group started by Michelle Obama — and has been elected to County Committee in Queens and the board of the Brooklyn Latin School and Unity Stage.
