The San Francisco International Airport (SFO) implemented their first digital asset management (DAM) platform, the Widen Collective^®, to store and organize all of their marketing assets — from creative files to employee photos. 

When they were ready to start, they created a metadata structure and assembled a team of interns to upload assets. However, many of these uploaders lacked the institutional knowledge needed to create meaningful metadata, and as a result the values entered were incomplete or inconsistent. Further, SFO didn’t have a governance policy, archival strategy, or a designated site administrator. Their DAM system became so ineffective it was barely used. 

Six years later, SFO decided to overhaul the entire DAM site; and Robin Brown, their Brand Manager, was asked to lead the effort. At the 2019 Widen Summit she shared how she turned this underutilized platform into an essential tool across their organization, and beyond. 

Digital rights management (DRM) is the use of technology and systems to restrict the use of copyrighted digital materials. DRM tools are designed to protect the rights of the copyright holder and prevent unauthorized modification or distribution.

Stealing or copying other people’s ideas or work is an age-old phenomenon. But modern technology has made piracy exponentially easier. With a few clicks of a mouse, many copyrighted images, videos, and audio files can be shared or downloaded from the Internet — often without proper permission. From Napster to bootlegging and “borrowing” art, this activity is widespread and costly. A recent report from the U.S. Chamber of Commerce estimates that online piracy costs the US economy almost $30 billion a year. 

In Widen’s third annual Connectivity Report, we explore how using quality visual design in marketing content can bring a human touch to the digital experiences we engage in everyday. 

Through surveys and interviews with over 300 global creative and marketing professionals, we’ve gleaned insights into how visual design can captivate audiences and power marketing connectivity — leading to a positive perception of products/services, team pride, and more traffic on core marketing channels like your website.

While words are critical to communication, visuals are the common ground that all humans understand, despite language differences. When visuals are designed in a way that beauty abounds, a problem is solved, or interpretations are made at lightning speed, then communication is accelerated.

The launch of any new software can create some trying times. After all, change can be hard, and workflow interruptions are frustrating! That’s why it’s essential to offer user training as part of any digital asset management (DAM) implementation. 

Best Friends Animal Society is an animal welfare organization that finds homes for rescued pets across America. They use their digital asset management (DAM) system, the Widen Collective^®, to store, organize, and distribute all of their digital assets — which includes a lot of images of ridiculously cute dogs and cats. 

Sarah Kichas is Best Friends’ Photography Manager, and DAM administration is just a small part of her job. However, it entails managing a constant stream of new content from a diverse group of photographers — including staff, freelancers, and volunteers — many of whom take pictures at just a single event. Giving them all access to the Collective with the appropriate login credentials, permissions, and upload instructions could be a part-time job in itself. 

At the 2019 Widen Summit, Sarah shared how they use the Widen Dropbox integration to turn this onerous upload process into a simple, streamlined workflow. “I love it,” she said, “because it saves me time and energy, and most importantly, my sanity.”

Keeping pace with today’s demand for marketing content is no small task. This collaborative process involves multiple phases, stakeholders, and approvals, making it continually vulnerable to delays and inconsistency. 

Brand experience is the sum of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand. Brand experience is not specific to channel or media type. Rather, it’s the result — or the lasting impression that remains after someone encounters or engages with a brand in any environment.

The execution of digital asset management (DAM) software is dynamic — it’s constantly being modified with the goal of meeting, or even anticipating, evolving user needs. User feedback can provide valuable insights into what these updates should be, and why. 

At the 2019 Widen Summit, Sara Fix, Brand Project Manager at Pega, shared how her team uses surveys to gather feedback that informs improvements to their Widen Collective^® site. 

Selling is hard. The roller coaster of wins and rejections alone is enough to make the most seasoned sales professional consider running for the door. But ups and downs aside, there’s a lot of “stuff” standing between a salesperson and their sale. Competition is fierce. There’s internal dynamics to navigate. And with zillions of channels and touchpoints, sales has to work extra hard to shape positive and consistent buyer experiences. Plus, they have to communicate really well. They must tell their brand’s story using content that’s compelling, convincing, and relevant to buyers at each and every stage in the customer’s journey. It’s no easy feat, especially if marketing and sales teams aren’t totally aligned.

It’s great when hard work, a commitment to excellence, and a passion for people all pay off. Especially when you’re having fun doing it! As we look back over the past year, we can see all the ways that our company, our customers, and the Widen Collective^Ⓡ community have grown. What an exceptional year we had in 2019!