What digital files should I put into an asset repository?
Learn which digital files should be stored in a DAM system. Explore the importance of organizing and managing critical digital assets for easy access.
Senior management should consider any digital file (or digitized image) that a field-marketing executive would appreciate seeing or using as a good candidate for storing in a digital asset repository. The figure below depicts the four general categories of marketing materials and the four states or conditions in which most brand resources exist.
BRAND IMAGES
Brand images consist of the most visible and, therefore, the most important type of brand resources to manage. These images may include logos and wordmarks, trademarks, product photos, and illustrations—any of which may cost $500 to $20,000 to recreate if lost or misplaced. However, inconsistent brand-voice remains the greatest cost of not finding the right brand image.
COLLATERAL
Collateral consists of ready-to-print brochures, datasheets, direct mailers, and newsletters.
PACKAGING
Packaging includes artwork for a box or carton as well as ready to-print use instructions, labels, and shipping containers. A consumer brand marketer would add CAD drawings and artwork for point-of-purchase displays and merchandising aids.
MULTIMEDIA
Multimedia consists of PowerPoint presentations, animations, video clips, audio MP3s or podcasts, and ready-to-use HTML/ XML pages and support graphics.
FOUR CONDITIONS
Any reusable file may exist in any of four conditions: final-form PDFs, use-as-is media parts (photos or images formatted for a particular medium and dimension or recorded audio files), editable documents or media files (.pptx, .docx, .psd, etc.), and source digital assets (from which all marketing materials derive).