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Nina Brakel-Schutt

Hi there, I’m Nina Brakel-Schutt+. I’m the Business Development & Brand Strategist for Widen. My work with Widen began at the start of 2012 after spending the last 20 years working in brand strategy and integrated marketing communications on the agency side in Chicago, helping large and small companies strengthen and communicate their brands. For six years, I served as a Managing Partner of my own brand consulting firm, Identity 3.0. I’ve also been an adjunct professor of marketing at DePaul University. My client experience spans many industries with organizations like Allstate, Lund International, Aptar Group, WMS Gaming, General Electric, and Rush University.

Recent posts by Nina Brakel-Schutt:

The 2018 Connectivity Report is Here

by Nina Brakel-Schutt, May 15, 2018

The connectivity between people, processes, and technologies allows marketers and creatives to perform their best and create incredibly meaningful experiences. But how? That’s what we decided to find out by talking with a range of professionals around the world about what’s behind true connectivity. Our team conducted and analyzed 32 phone interviews and 506 online surveys to generate the data.

The report explores how modern marketing organizations balance the power of technology with the familiarity of the human touch, and the role of connectivity in marketing operations, strategy, and business results. Among many findings, we discovered a significant gap between interest in artificial intelligence (AI) and understanding of that technology in marketing departments.

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Topics: Marketing

The World of Widen’s Digital Asset Management Integrations

by Nina Brakel-Schutt, May 7, 2018

When engaging in digital business today, marketing organizations need several systems to guide their work functions like file sharing, data management and analysis, and project management. So it’s not unusual for the management of so many systems to quickly become overwhelming with multiple logins, functionality overlaps, isolated files and data, and project bottlenecks.

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Topics: DAM, MarTech, Integrations

4 Marketing Trends to Master Using Digital Asset Management

by Nina Brakel-Schutt, April 23, 2018

Which trends are marketing-driven organizations focused on in 2018? Inquiring minds want to know! If you said artificial intelligence, actionable data, customer experience, and building the right technology mix, you’re spot on. Connecting digital asset management (DAM) to these trends needs to be a priority for all marketing teams who want to maximize content value, create deeper emotional connections with their audiences, and improve the overall customer experience.

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Topics: Marketing, DAM

The Ultimate Brand Management Checklist

by Nina Brakel-Schutt, February 6, 2018

As a marketer, you know firsthand how important it is for your potential and existing customers to feel good about your brand. If your images are fuzzy, your emails riddled with typos, and your messages contradictory, you are not exactly painting a picture of trust, authority, and excellence. But, with so much to juggle, how can you ensure that every single piece of content you touch is on-brand?

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Topics: Brand management

Why Brand Management is a Key Success Factor for Modern-day Marketers

by Nina Brakel-Schutt, February 2, 2018

Regardless of funding, revenues, or company size, one of the strongest differentiators an organization can have is its brand. But brand strength doesn't happen on its own. It's a competitive advantage that needs to be earned. It takes organizational self-reflection, focus, and discipline to create a brand that customers prefer over competitors. So it must be tended to and carefully managed. It must have rules placed around it to be easily upheld and presented appropriately. And it needs to be considerate to a quickly changing world with numerous cultural nuances.

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Topics: Brand management

Drive your marketing ROI with DAM

by Nina Brakel-Schutt, December 8, 2017

How Carnival Cruise Line uses content analytics to measure their sales communications performance

As businesses compete more on experience, sales teams face the challenge of communicating the experience. A great way to do that is with dynamic video content. But if your team creates content that goes against marketing conventions like “shorter videos are better,” how do you know if it’s working?  

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Topics: Customer Stories, DAM, Marketing Insights, Content Analytics

Guide your creative budget with DAM data

by Nina Brakel-Schutt, November 21, 2017

JL Audio is a U.S. manufacturer of high-end consumer audio products. Great presentation of their products is critical for sales, so a considerable amount of their creative budget goes to photography — high-quality photography where the lighting, props, and layout are just right. These shots are divided into tabletop “catalog product shots” and more conceptual “beauty shots.”

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Topics: Customer Stories, DAM, Content Analytics

Being a Widen DAMster with Debra Berard, Senior Business Analyst

by Nina Brakel-Schutt, September 21, 2017

Editor’s note: Deb Berard has moved to a new organization but her experience with DAM is still relevant to other DAMsters. Enjoy!

We caught up with Deb Berard, Senior Business Analyst and DAM admin at New Teacher Center, which is headquartered in Santa Cruz, CA. Here’s her take on the value digital asset management (DAM) brings to their team and business.

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Topics: Customer Stories, DAMsters, DAM

Everything you wanted to know about great customer experience but were too afraid to ask

by Nina Brakel-Schutt, September 19, 2017

What is a great customer experience?

If you build it, they will come. It’s a catchphrase (no pun intended) from the ‘80s baseball movie “Field of Dreams. If you’re my age (old enough to have seen the movie in the theater, young enough to remember), you’ll never forget the dreamy look on Kevin Costner’s face as a whispery voice tells him, If you build it, he will come. The sentiment has since been modified to “they will come” and has a different connotation than constructing a baseball diamond in an Iowa cornfield. The trick is deciding what to build and who you want to come. This was the topic of Widen’s keynote presentation for the BMA Milwaukee Marketing Visionaries conference at the end of August.

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Topics: Customer Experience

Top things to remember from Henry Stewart DAM Europe 2017

by Nina Brakel-Schutt, July 6, 2017

People. Priority. Process. Three big topics of discussion for digital marketing teams everywhere and the core of all presentations at this year’s Henry Stewart DAM Europe 2017 conference.

Widen was a sponsor of #DAMEU a couple of weeks ago. It was fun to see the familiar faces of DAM veterans like David Lipsey, John Horodyski, and Theresa Regli overseas, and downright awesome to be in London.

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Topics: Events, DAM

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Research Report

2018 Widen Connectivity Report

Read this report and discover six golden findings about customer experience, artificial intelligence (AI), personalization, data analytics, and digital transformation.

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Marketing Trends and Digital Asset Management

4 marketing trends to master using digital asset managment

This paper explores four 2018 marketing trends and how they align with digital asset management.

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Workflow Workbook

This creative workflow workbook is intended to help you start the dialogue with your teams to figure out what’s going on with your current creative workflows and how your teams can start producing better work together.

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