Core DAM + more DAM: One company’s attempt to integrate digital asset management into organisational DNA
Michael Shattuck, Caroline Gardner · Journal of digital media management · 2018
Digital asset management (DAM) is more than just a system – it is the way an organisation manages its valued assets during the entire life cycle, from conception all the way to distribution. In 2016, New Balance refreshed its DAM strategy by engaging a new partner to help integrate DAM into its organisational DNA. This was only possible with a partner that could meet its core needs, while offering stability and functionality to meet extended plans to engage DAM system users. This paper takes a closer look at New Balance’s journey from recognising its need for a new partner through a rapid launch that would position DAM as central to its business.