...in more ways than one.
As I mentioned in an earlier post, I traveled to New York this year for the Henry Stewart DAM and Marketing Operations Symposium. Along with participating in the vendor shootout panel on Brand Asset Management software, I was also joined by Jim Magruder, Director of Marketing at InSinkErator. Talk about a brand dominating an industry… InSinkErator is a case study in Global Brand Recognition. Granted they only sell two products (in sink garbage disposers, and hot water dispensers), they blow away the competition... In fact, I don't think there is any competition in those markets.
Jim and I went out for dinner and I thought he would be a good person to ask his opinion on how our DAM service enables InSinkErator's corporate branding. Jim had a very interesting answer that I believe will resonate with other businesses. He skipped over all the standard DAM jargon on how it centrally organizes brand approved assets… roles and permissions... blah blah. He went directly to InSinkErator's Brand Guidelines Document. A large sum of time, research, resources and money went into creating this document that was to define how InSinkErator is to look to its customers and its dealers and distributors worldwide. There is a sentence explaining that InSinkErator is constantly striving to incorporate the newest technology available, not only in their products but in the way they communicate with customers - both retail and professional. Jim directed me to that section as one of his main reasons. DAM to InSinkErator is not only a tool to protect their brand, it’s also a major part of positioning it as well.