People don’t communicate the same way in New York as they do in Topeka. Your audiences’ values, sensibilities and experiences aren’t the same in Miami as they are in Milwaukee. If these things hold true when it comes to different cities within a country, certainly they’re as true (if not more) of your audiences abroad.
That is, you don’t sell cars, candy, or — in the case of one Widen digital asset management software customer — candles the same way in Paris as you would in Peoria. That’s why you should have a DAM solution that helps you promote and protect your brand no matter where it’s being represented.
“Having [a DAM system] that has enabled international distributors to be able to come into the toolbox and find appropriately branded images, appropriately branded logos that they can then download, repurpose into their languages and repurpose into their marketing materials has been crucial for us,” said Lisa Gauvin of Yankee Candle.
The fact that Widen Media Collective is as intuitive as it is — even across language and national lines — has helped Yankee Candle become more responsive and, in turn, grow its business internationally.
“We have a little bit of a comfort level knowing that we're being branded appropriately as long as they're coming into the marketing toolbox and pulling down those images and the logos from there, versus finding them other places on the Internet where they could be found,” said Gauvin.
In this video interview, we spoke to Gauvin about how Yankee Candle uses Widen Media Colective to advance, protect and represent its image across disparate markets. Whether in Europe, Asia, or just about anywhere else, Widen's digital asset management tools have empowered Yankee Candle to drastically improve their asset request response times and reach out to customers everywhere without losing control of what makes Yankee Cande... well... Yankee Candle.
How Widen Media Collective helps Yankee Candle market internationally
Yankee Candle has a great, unique product. But many of the problems they face in communicating their message consistently in a marketplace that’s anything but consistent are shared by all kinds of organizations. Probably even your own.
Get in touch with us today and let us know when you’d like to chat with one of our DAM advisors about how Widen can help you build on and spread your message while retaining control of your image.
As Gauvin herself said: “...we probably could not have done it without the Widen team's help.”