Intro to the Brand Management Maturity Model
1 like649 views
The document discusses the Widen Collective Maturity Model, which helps organizations benchmark and strategize their use of digital asset management (DAM) solutions. It outlines five maturity levels, detailing criteria for strategy, people, process, technology, and impact, highlighting the importance of each for effective brand management. Additionally, it provides best practices and tips for advancing through maturity levels to optimize asset performance and achieve business goals.
Intro to the Brand Management Maturity Model
- 1. Assessing Your Widen CollectiveⓇ Maturity A Brand Management Maturity Model November 4, 2019
- 2. A tool to understand how your use of the Widen digital asset management (DAM) solution compares to other Widen customers A means to benchmark your current Widen Collective maturity at this point in time and at future milestones A guide to developing a future strategy What is the maturity model? Introduction
- 3. Develop new products and services Enhance your customer experience Drive revenue growth Improve speed to market Expand into new markets GOALS Maturity matters Why does brand management matter?
- 4. Asset performance analytics CREATE MANAGE DISTRIBUTE ANALYZE Customer relationship management Sales enablement Marketing automation Social media management Asset linking Digitized brand guidelines Automated creative workflow Adobe Creative Cloud Project management Brand asset management Curated content distribution Web-to-print collateral customization What a mature Widen Collective deployment looks like
- 5. Ad Hoc Allocated Dedicated Strategic Distinguished LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 Stages The Widen Collective maturity model for brand management
- 6. No strategy No dedicated admin No processes Final assets only No measure of impact Strategic roadmap 10-20% admin time Documented processes WIP and final assets Perceived impact Governance doc 50% admin time New user onboarding Admin schedule Source files, videos, layered design files One integration Measurable impact Success factors/KPIs 80% admin time IT involvement Process maps Digitized brand guidelines Curated portals 2 integrations DAM-powered web Strategic decisions Asset measurement Stakeholder alignment 100% admin time Executive sponsorship Single source of truth Continuous improvement Internal/external adoption Enterprise-wide adoption Insights inform decisions Business process optimization ROI models LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 Strategy People Process Technology Impact Dimensions
- 7. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Strategy No strategy Strategic roadmap Governance doc Success factors/KPIs Stakeholder alignment People No dedicated admin 10-20% admin time 50% admin time New user onboarding 80% admin time IT involvement 100% admin time Exec sponsorship Process No documented processes Documented processes Admin maintenance schedule Process maps of common workflows Digitized brand guidelines Single source of truth Continuous improvement Internal/external adoption Technology Final assets only Work in progress and final assets Source files, videos, layered design files One integration Curated portals Two integrations DAM-powered web Enterprise-wide adoption Insights inform business decisions Impact No measure of business impact Perceived business impact Business impact measured/tracked Strategic decision support Asset performance measurement Business process optimization ROI model(s)
- 8. Get the PDF worksheet and discovery questions at Go.widen.com/maturity-model
- 9. The foundation to brand management success is having a clearly defined strategic roadmap that drives capability improvement toward a winning aspiration. 1. Strategy
- 10. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished We don’t have a strategy for the Collective. We have a strategy for the Collective, but have not revisited it since we first launched, or it is not documented. We have a clearly defined and documented strategy for the Collective, and we review it annually, at a minimum. We have a governance doc that declares the purpose and guidelines for the Collective. Our strategy is shared with key stakeholders as they enter the picture. We define, monitor, and report on specific success factors/KPIs for the Collective. + All in Level 3 Our strategy is broadly implemented, visible, and understood by executive leadership. + All in Level 4 Strategy
- 11. People make or break a successful strategy, and dedication is key to optimizing DAM and brand management best practices 2. People
- 12. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished We don’t have anyone assigned as the primary administrator for the Collective. We have at least one person assigned as the primary administrator for the Collective and they allocate at least 10-20% of their time to maintaining our site. We have at least one person assigned as the primary administrator for the Collective and they allocate at least 50% of their time to maintaining our site. We have a formalized program for training new users. We have at least one person assigned as the primary administrator for the Collective and they allocate at least 80% of their time to maintaining our site. We have a formalized process for training new users. We have IT involved to extend the Collective’s capabilities across our tech stack. We have multiple people assigned as the primary administrator for the Collective and at least one person allocates 100% of their time to maintaining our site. We have executive sponsorship actively engaged in the Collective’s success. + All in Level 4 People
- 13. Having a formalized process for the Collective’s role in your martech ecosystem is essential for consistent brand management 3. Process
- 14. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished We don’t have any formal processes for using the Collective. We have formal processes for using the Collective, including how assets are uploaded and tagged and users are managed. We have formal processes for using the Collective, including how assets are uploaded and tagged and users are managed. We have a routine admin maintenance schedule. We have a formalized training process for new users. We have process maps of common DAM workflows. We have digitized brand guidelines and they are consistently adhered to. + All in Level 3 The Collective is integrated into our content creation and distribution processes as the central source of truth. We have a continuous improvement process for the Collective. Processes are generally adhered to by internal and external users. + All in Level 4 Process
- 15. Strong brands run more efficiently when tech capabilities are fully utilized on a consistent basis 4. Technology
- 16. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished We just use the Collective as a static image/media library for finalized assets. We actively use the Collective as a dynamic library for content creation and distribution workflows. We actively use the Collective as a dynamic library for content creation and distribution workflows. The Collective is used to manage source files and compound assets such as videos and layered design files. The Collective is integrated with at least one other technology solution. We use curated portals for personalized content delivery. The Collective is used to power asset delivery across our website(s). The Collective is integrated with at least two other technology solutions. The Collective is used across multiple functions of the business. + All in Level 3 The Collective is used enterprise-wide across all functions of the business. We use Widen Insights to inform business decisions. + All in Level 4 Technology
- 17. The ability to measure and report on the impact of your solution is critical to lasting success 5. Impact
- 18. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished We have no idea if or how the Collective impacts our business goals and objectives. We believe the Collective impacts our business goals and objectives, but we don’t actively measure or track it. We know the Collective impacts our business goals and objectives because we actively measure and track it. Collective reports are used to inform strategic decisions impacting our brand. Our business depends on the Collective to run optimally. We have a method to measure the performance of assets. + All in Level 3 We understand the value the Collective provides to our business and have assembled our own ROI model(s). + All in Level 4 Impact
- 19. Increase revenue DAM ROI factors Grow market reach Support sales + e-commerce Build/deliver better content Build/deliver content faster Reduce operating expenses Return on investment
- 20. 1. Decreased costs through more efficient work processes 2. Decreased costs through content reuse 3. Decreased costs by reducing rework 4. Increased revenues through more effective marketing 5. Increased revenues through better sales support 6. Increased revenues through reaching a wider audience 7. Reduced risk for lawsuit The top business benefits of DAM According to Widen customers Business drivers
- 21. Level 1: Total = 5-9 (average = 1-2) Ad hoc: The Collective is not widely understood or adopted at your organization. Level 2: Total = 10-14 (average = 2-3) Allocated: Resources are allocated to ensure the Collective is a part of your workflow. Level 3: Total = 15-19 (average = 3-4) Dedicated: Resources are dedicated to ensuring the Collective is an important part of your workflow. Level 4: Total = 20-24 (average = 4-5) Strategic: Resources are consistently devoted to ensure the Collective is critical to your business strategy. Level 5: Total = 25 (average = 5) Distinguished: The Collective’s role in your operations puts you among the best-in-class. Understanding your score Cumulative assessment
- 22. Best practices at each level, tips for advancement, and how Widen can help
- 23. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Best practices at each level should be applied cumulatively across all the levels as you progress. Meet with your customer success manager quarterly to discuss recommendations and review progress. Designate an owner responsible for regular site administration. Form a DAM coalition and meet quarterly. Partner with HR for training new users. Engage with the Widen community to share best practices and lessons learned. Sustain an active DAM coalition, including leadership involvement in your success plan. Best practices: People
- 24. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Best practices at each level should be applied cumulatively across all the levels as you progress. Treat the Collective as a central source of truth in your workflows. Utilize a user feedback loop for regular site improvements. Maintain a clean admin queue for ongoing site tasks. Hold regular user training for ongoing awareness and education. Conduct regular site audits for user administration and asset management. Maintain a DAM success roadmap with an established strategy and governance plan. Use Insights and meaningful success metrics to sustain your strategy. Create and share regular company-wide communications and advocacy. Best practices: Process
- 25. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Best practices at each level should be applied cumulatively across all the levels as you progress. Maintain current site branding and dashboard messages. Upload all final assets and tag upon upload. Use categories as a familiar mode of searching. Clearly define asset conversion formats. Maintain clear and updated roles and permissions. Optimize asset naming structure and taxonomy. Using embed codes to perpetuate content consistency online. Maintain quality metadata types using required fields and controlled vocabulary lists. Automate upload and metadata tagging process. Use Portals to increase asset sharing and collaboration. Use role-specific dashboard messages for different user groups. Form a clear association between collections and portals to manage curated sets of assets. Connect the Collective across your martech stack using APIs and integrations. Best practices: Platform
- 26. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Conduct interviews to determine how people and teams are using the site. Learn the basics of governance, metadata, and file formats. Assemble a governance doc with clearly defined responsibilities for admins, contributors, and consumers. Form a DAM coalition to plan for growth and how you want the site to be used across your organization. Create a schedule of routine admin tasks, including auditing and cleanup. Have a process for training new users and teams. Map all existing content workflows and identify opportunities for improvement. Assemble Insights dashboards to track success factors and benchmarks. Create and share quarterly reports on asset and user engagement. Map your marketing technology stack. Gain change management training to guide future growth. Suggest operational changes as a result or regular reporting. Partner with finance to discuss ROI models. Keep it up! Share your successes with the community. Present your case for a promotion and/or more team members. Tips to advance to the next level
- 27. Level 1 Level 2 Level 3 Level 4 Level 5 Ad hoc Allocated Dedicated Strategic Distinguished Managed services for part-time admin Widen Essentials admin training Bulk asset and metadata imports Site refresh services Onsite DAM success consultation and training Strategy Design workshops Personalized admin and user training Executive business case presentations Process Improvement workshops Insights analytics coaching Design services for custom dashboards and portals Help mapping your martech stack Change management training and leadership plans Managed integrations DAM admin job coaching Career development opportunities with Widen Advocates and User Groups How Widen can help
- 28. Tomorrow morning ● Review your assessment and notes ● Identify the gaps in your maturity level Next 30 days ● Share your assessment with your stakeholders ● Schedule time to review and plan with your Widen CSM Next 90 days ● Create a plan to advance to the next level ● Commit to changing one thing at each level in the next 12 months Simplified action plan