How Widen digital asset management helped Mercury Marine rebrand and achieve global brand consistency

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Widen DAM software customer Mercury Marine recently announced some major rebrand efforts. According to a recent item on

Mercury Marine introduced new branding that includes a refresh of its corporate logo. The manufacturer says the new logo will replace the previous one in nearly all instances.


The new branding is being rolled out globally on Mercury’s Digital Asset Manager system, which can be accessed by media, dealers, boatbuilders and other partners.

Mercury Marine has been using Widen for about a year now. We caught up with Michel Bryson, associate manager of global branding, to find out more about how things have been going for them with the Widen Media Collective.

“We launched the DAM system in September 2011,” said Bryson. “On top of the rebrand, it has helped collaboration among international groups. Once we started sharing content, that made the global rebrand easier for everybody.”

When Mercury Marine launched its Widen DAM system a year ago, the company had its published DAM URL redirect to the new system and stopped updating assets on the old system. In addition, they would remove assets (like logos) that had been updated. This was a way to wean people off of the old system and create a need for the new one.

So far, so good. As Bryson put it, “In one year, I haven’t heard a negative comment or even a question about the new DAM system.” That's exactly what we like to hear.

Widen digital asset management software as a tool for achieving global brand consistency

Bryson also noted that Media Collective has helped Mercury Marine to not only distribute assets more efficiently, but also create more consistency in its brand image across the many global markets in which it operates. That includes places where most users speak a first language other than English.

“We were looking for something everybody could access no matter where they were,” Bryson said. “We started sending this to people whose native language isn’t English and they just get it.”

Widen’s user interface is intuitive enough, she said, that it didn’t make sense to worry about investing in a system packed with features designed for use in multiple languages.

“An arrow pointing down means download. A magnifying glass means you get a bigger preview. People understand.”

Before Widen, there wasn’t “a consistent global look and feel” to the way Mercury Marine was being represented. Now, however, Widen Media Collective has enabled the organization to put all the resources people need at their disposal, so that, for example, teams in Europe can create new brochures using North American ones as templates. The time that it takes to update collateral across all global markets has been cut drastically.

“Bass boats aren’t big in Europe like they are in the States, so our European team needed to be able to swap out the photography for something more appropriate to their region,” Bryson noted, so it’s key that Widen software has given the organization a way to keep nimble while also enforcing brand standards.

As the screenshot below shows, Mercury Marine is also ensuring that users of the DAM system are immediately aware that they can access the Mercury Brand Style Guide through the Collective site.

Mercury Marine Screen with elipse to highlight brand style guide

Keeping DAM top of mind

The DAM software has also helped Mercury Marine staff keep digital assets and branding top of mind.

“I have it set up so that every admin is notified when anything is uploaded. That keeps this system top of mind,” Bryson said. “So someone might think, ‘Alessandra in Italy is uploading assets. Maybe I should, too.’”

To find out more about the kinds of strategies you could be putting in place to make the most of your digital asset management processes, request a DAM consultation.

Topics: Customer Stories, Product Updates, Marketing

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