We recently interviewed Jim Magruder, Senior Marketing Communications Manager at InSinkErator. There are six segments to his video, but I was truly impressed with one comment that he made about their brand recognition and brand asset management systems and processes.
InSinkErator - Brand Control
Jim showed me their recently completed Brand Guidelines document which was a very detailed description of exactly how they want their brand portrayed globally. Innovation was a key part of their branding. Jim made the statement that not only does InSinkErator strive to have the most innovative products, but they also strive to have the most innovative methods of marketing those products. He specifically calls out Digital Asset Management as the answer. Not only does DAM software help with digital media management and marketing personnel efficiencies, the use of it as a technology also becomes part of your brand. If innovation and efficiency are part of your branding guidelines, it just makes sense to use DAM as the delivery method for your brand assets.