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What is Digital Asset Management (DAM)?

What is a digital asset? And why would I need a software platform to manage digital assets, anyway? Learn more in Brandfolder’s What is Digital Asset Management guide:

I think you want this one, although, this one honestly looks pretty compelling.

DAM. It’s shorthand for Digital Asset Management. If you’re here, you’ve clearly heard the term, but might not be totally clear on what it is so…

Let’s break it down.

A digital asset refers to any and all content that a brand saves to digital formats, such as images, videos, ads, ebooks, logos, brand guides… and sadly, no, it’s not digital currency. I know that’s all the rage.

Digital assets are what brands use to reach their audience. So, why would anyone need a management system for this?

Well, back in the day, they didn’t. Enter: the internet, and all of its glory.

Now, brands produce exponentially more content than ever before. And for most companies, digital asset management systems have become less of a “that’d be nice to have,” and more of a “oh my goodness we need this for survival.”

Marketers are now juggling more content streams than ever before. Teams are struggling to quickly find the right asset to launch the right campaign on time; creatives are stuck doing redundant and trivial tasks like finding, resizing, and re-exporting assets in different formats; and entire organizations leak time and resources while trying to balance speed and efficiency with brand consistency.

Navigating this asset sprawl led to a hunter-gatherer way of life, where we were forced to search across various platforms and folders and drives open file after file until eventually we’d find what we’re looking for. But, thankfully, technology has allowed us to adapt and develop the tools needed for growing society, or, in this case a growing brand.

And the struggles are real. It’s estimated that some 68% of content goes unused. And, while it isn’t polluting the oceans or hurting the atmosphere, it is hurting brands’ bottom lines. Every year an estimated $300 billion is spent recreating misplaced assets.

Enter: Digital Asset Management.

With today’s smarter technology, marketers quickly launch on-brand campaigns; creatives have more time to spend actually creating; and entire organizations can easily locate the right digital asset, at the right time, every time.

Ultimately, DAM becomes a central source of truth for all brand activity.

Now, don’t get confused. DAM has some distant relatives that people often mistake for a real DAM solution. This is not a document or file storage like Sharepoint, Google Drive or Dropbox, which often end up as digital asset purgatory. DAM software is a different breed. Sure, DAM does organize and store, but it also does so much more…

As your asset library grows, DAM keeps teams on the same page. It keeps digital assets on brand, up-to-date, and in use, and scales digital marketing campaigns all while maintaining brand integrity. At the end of the day, it means:

No more:
Off-brand or out-of-date assets
Nondescript folder names that no one has access to
Incessant repeat requests from the whole company

And more:
Intuitive user experiences for search and discoverability
Version control
Approval and permissions settings
Sleep at night

Brandfolder prides itself on having the world’s most intuitive way to store, manage, share, and analyze all of a brand’s digital assets. The result is greater creative impact, faster speed-to-market, and optimized collaboration across internal and external teams, worldwide.

Visit Brandfolder.com to learn more about how digital asset management can support your team so they can focus on growing your brand.


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