Digital Asset Management: an indispensable multi-brand tool?
Today, large brand groups in all sectors are increasingly present. Indeed, for financial, political or deployment strategy reasons, we are increasingly witnessing the entry of smaller and larger brands into large groups. These brands often have nothing in common, each with a distinct identity and their own way of communicating.
This is leading more and more groups to question how they manage and control their brand images, wanting to keep an eye on them without losing their identities. This can quickly become a real headache, when thousands of media and contents are managed differently by country and language.
Implementing a Digital Asset Management tool can be essential to keep everything under control and consistent.
The issue of multi-branding and its international management is one that often comes up when implementing a Digital Asset Management project.
Pooling the media and content of several brands in a single space raises a number of issues:
- Confidentiality: who can access what, and how?
- Transversality: how to create bridges between several brands for a single user, without giving him or her access to everything.
- International: how to manage multiple languages and different levels of access depending on the country.
Transversality and watertightness: two opposites that attract
Multi-brand projects raise the same question: can we have several levels of access and confidentiality, per user, customized for each brand?
Let's take the case of the DAM implemented for Le Groupe Rocher, which owns numerous brands. To take just one example, the group's communications department needs to be able to consume media from several brands. Communication department users must therefore have access to all the portals of the various brands with a single login. However, for reasons of security and confidentiality, the portal must remain closed to other employees who are only concerned with a single brand.
The tool must therefore be able to create gateways for certain users on certain brands, while maintaining restricted access for others (who may themselves have full access to only one of the brands).
Sounds complicated? Don't worry! This is where your Digital Asset Management tool becomes an indispensable element in your processes. DAM lets you restrict access to content by user profile. In this way, you guarantee access to the right media for the right uses, by the right people, while also eliminating the risks (legal, inconsistency, use of obsolete elements, etc.) associated with misuse.
To go even further, you can also manage content rights levels in relation to their contracts and authorizations: photographic rights, directors, models, music, image rights, nothing is forgotten!
Finally, the application automatically manages the archiving of media whose rights have expired.
A multilingual solution for international deployment
The other major challenge facing major groups is their international and multilingual dimension. Groups are generally made up of brands present in several countries, or brands from different countries. We therefore need to find a tool capable of making the same database available in several languages and several countries at the same time.
That's why Keepeek Digital Asset Management offers a multilingual solution for managing media data in multiple languages. It integrates with your automatic translation solutions, and guarantees high availability at all times, on all continents.
This is the case, for example, with Stellantis, who chose our Digital Asset Management solution to aggregate and bring together more than a dozen brands within a single DAM. This not only avoids multiplying solutions (so that all employees know the processes and practices, wherever they are in the world, and whatever brand they work for), but also reduces maintenance costs, since it's just one and the same solution.
Features for efficient remote collaboration
Good brand image management also requires effective collaboration between teams. Depending on the way a group operates, certain employees may be required to work for several brands with different teams, or the group may need to keep a close eye on its various brands.
Keepeek Digital Asset Management has been designed to help teams work together easily, even on two different continents, by freeing them from countless e-mail exchanges and bulky file sharing: Keepeek provides secure online collaborative spaces where you'll find chat, annotations directly on the media, comments, tagging and even voting. In just a minute, you can create efficient workflows tailored to your specific use cases.
The subject of multi-branding, and the challenge of managing it internationally, may seem an ambitious one for large groups who are growing and expanding further and further afield. But with the right tools and best practices, the odds are in your favor.
