“…from a marketing point of view, it has saved 10% of our weekly workload by not having to find assets for people — and that’s a conservative estimate.” — Miles Moorhouse, Head of Marketing, Fairline Yachts
After nine years with a custom built Digital Asset Management (DAM) tool, United Kingdom-based yacht manufacturer Fairline Yachts realized it was time for an upgrade. Their old tool had not been maintained or updated, and it was becoming expensive to host.
In the Fairline Yachts Case Study, we sit down with Fairline’s Head of Marketing, Miles Moorhouse, and discuss the company’s road to Brandfolder, how their sales team is benefiting from DAM, and how the platform has given Moorhouse’s team 10% of their time back.
Other things you’ll discover in this case study? Here’s a breakdown:
Why Fairline Ditched Their Custom DAM
How They Decided on Brandfolder
Who’s Using Brandfolder at Fairline Yachts (and Do They Like it?)
I started my internship at Brandfolder feeling very nervous about what was to come. Although I knew very well what the company did, I had no idea what I was going to be doing or what my experience would be. This was especially apparent on my first day, when I showed up completely overdressed in near formal attire, not quite knowing what the office would be like. After a quick look around I was relieved to see that it was not nearly as intimidating as I had imagined. Everyone was very warm and welcoming (especially the office dogs), and made me feel like I would make a great addition the team. With all the introductions and paperwork out of the way, it was time to get to work.
One of my concerns about this internship was that I wouldn’t be able to effectively blend into and contribute to the company. From within the first hour or two I realized this was not the case, because I was already being trained on the company’s product by sitting in on various meetings with potential and current clients. I was assigned meaningful and fun projects, and was able to learn a few software applications that will definitely be of use later on in my career.
One of the most valuable takeaways for me arising from this internship involves the opportunities I experienced witnessing and participating in the process of selling Brandfolder’s software, beginning when a lead first reaches the sales team, all the way to when new clients are being trained on the software, post-sale. Additionally, I gained great experience and learned a tremendous amount from the sales, customer experience, and marketing team members, all of whom are especially talented at what they do, and took the time to share their perspectives, goals, and methods with me as they worked through their day. Because my major in college is Business Administration with a concentration in Marketing, I was especially pleased to be included on and to work with some of the marketing team’s projects.
To write only about the work-end of things would not be doing my time at Brandfolder justice, as Brandfolder’s office is one of the coolest workplaces I have ever seen. The first thing that catches your eye when you walk in is the ping pong table that sits near the middle of the first floor. It isn’t uncommon for people to pick up a couple of paddles or toss a football around, even if just for a handful of minutes to blow off some steam. But far from a company that just goofs off all day, Brandfolder sticks to a work hard, play hard mentality, and the employees work together relentlessly to advance the company’s business.
As I have not worked in an office before, I was also surprised at how everyone within the company seems to be good friends, not rivals or bickering opponents as are often portrayed in media accounts of office life. Whether at a company outing, meeting, lunch, or simply at the office doing their daily work, everyone is always laughing and seemed to genuinely enjoy each other’s company. Throughout my internship, it was clear to me the Brandfolder team seems to pride itself on fostering a collegial and cooperative environment.
As an example, one of my favorite events during my time at Brandfolder was the company outing to a Colorado Rockies game. At the game, I watched the Rockies completely blowout the San Diego Padres, but more importantly, I got to know some of the coworkers I had not yet worked closely with during my internship. At the game, a number of coworkers asked about my personal life, and most surprising to me as a mere temporary summer intern, it was obvious they were not asking because they felt obligated to do so, but because they actually cared and wanted to know more about my background.
In my time at Brandfolder, I was surrounded by knowledgeable people who genuinely cared about my learning and experience with the company, and who left me full of fond memories. Moving forward, my internship has equipped me with tools that will help me in whatever lies ahead, both during and after college. I am very thankful for all that I have learned, and I hope the work I did during my internship has in some way also helped Brandfolder and the amazing people I met along the way.
If you haven’t heard of Slack by now, people may start referring to you as the person that’s “been living under a rock for the past 3 years,” because the giant tech company has taken over the communication space in big ways. In fact, it didn’t take long before the productivity tool turned itself into a $3.8 billion company, making their mark as one of the fastest growing tech companies of all time.
Slack + Brandfolder = A More Productive Team, A More Productive Brand
So what do Slack and Brandfolder have in common? As a leader in the digital asset management space, we’re constantly trying to improve our platform for our customers and users. And because Brandfolder shares some of the same values as Slack, such as productivity, ease-of-use, and a seamless work experiences, it only made sense for us to team up together and build an integration between the two platforms.
Whether it’s tracking which assets are being used or diving into the analytics of your assets, the Brandfolder for Slack integration will change the way you do DAM. It’s an integration that was all made possible by leveraging Slack’s existing infrastructure to create Event Feed and Brandbot.
Did we mention that Slack choose Brandfolder to power their digital assets?
Several factors contributed to Slack’s ridiculous success, but one area in particular separated themselves from the rest of the pack: they created a killer brand. And for the purpose of this article, we’ll focus on their ability to manage their most valuable brand assets.
As Slack continued to grow, they quickly understood the importance of creating a powerful brand presence. In order to do so, they sought a simple yet robust platform where they could easily store, share, and distribute their brand assets while maintaining consistency. Enter Brandfolder. After searching for the right DAM platform, Slack landed on Brandfolder for its easy-to-use, strikingly-visual capabilities. Slack’s implementation of a DAM platform, has helped them keep their brand on point and visually elegant. See for yourself by exploring Slack’s public Brandfolder here.
Regardless of how large or small your brand, Brandfolder provides one source of truth for all of your digital assets. If you’d like to learn more about getting set-up with the world’s most powerfully simple digital asset management solution, request a quote today.
Whether it’s marketing automation tools, predictive scoring, or even the benefit of getting real-time analytics (like Brandfolder Insights), the power of data is changing the way we do work. This is especially true for marketers and creatives. And as we continue to see large strides in the AI (Artificial Intelligence) and machine learning space, we find that an exponential amount of teams using AI are saving more time, money, and resources.
Today we’re excited to share our own “Smart” technology that makes Digital Asset Management uploads easier than ever before. We call it Intelligent Image Recognition. What makes this new feature intelligent? Every time you upload a new image to your Brandfolder, we’re able to extract meaningful data and content from your assets to help you better find, search, and organize them. The functionality auto-tags, extracts colors, extracts text from images, and detects faces and emotions.
Wouldn’t it be nice to upload an image and bypass any tagging or manual entering of data, all while keeping your DAM organized and easily searchable? With Intelligent Image Recognition, your dreams have come true! Mind blown? Maybe an example will help. Let’s start by using the cover from the movie, Forrest Gump and walk you through all of the important data points that are captured after an asset is uploaded.
First, you’ll see that the text on the image (“Forrest Gump”) was added under the asset as “Text from Image”, which can be helpful for searching when you’re unsure of an asset title or description. In addition, you’ll find a row of tags that automatically populate in the asset tags section. These tags directly relate to the image that is uploaded, which in this case, is for the imagery on the movie cover. It simply identified the image with tags such as bench, human, and sitting, which are all relevant terms when searching for this particular asset.
As a designer, you know it’s important to identify and track image colors along with their accompanying metadata. Intelligent Image Recognition can do that work for you too! In the example below, you’ll see that colors used within the image are pulled and displayed in the asset preview. We take it even a step further and include the image file type, file size, image dimensions, original creator tool, resolution, modification time stamps, and much more! This is all instantly visible with just a click of a button, saving your designers time, while eliminating the headaches that come along with manual data insertion.
Want Intelligent Image recognition enabled within your Brandfolder? Reach out to us directly at email@example.com, and we’ll get you set up. New to DAM and need a Brandfolder? Contact us here.
Hi copywriters. We’re a unique bunch, aren’t we? Mostly introverted. Lovers of puns. Seekers of quiet spaces in our open work environments. Some might call us temperamental. I’d call us hopelessly devoted to seeing the right words communicate the benefits and features we’ve been tasked with representing for our brands.
We keep hearing that people don’t read anymore. But I call bullshit. Even as video creeps (or charges) into the forefront of marketing efforts, good copy is as important as ever. From scripts to taglines, and oh the social copy — there’s little that sets us apart from our competition more than carefully crafted language. You know, the kind that people forget about, like your company’s FAQ section, the website copy that directs your users down the marketing funnel, and those magic emails that get people to open, click through, and maybe even buy.
So why are you here? Because you’re wondering whether or not you need a digital asset management (DAM) platform. Or maybe you’re just wondering what the heck a DAM is. If the latter, here’s a good read for you. If the former, I’ll make my case for why copywriters need DAM below.
1. Why Copywriters Need DAM: Let People Check Your Status (Without a Barrage of Email)
Let me be honest and say that before I came to work at a DAM company, I had never heard of DAM. And my first thought upon researching Brandfolder was, “Can’t I just use G-Drive for that?” But then I got distracted by three emails from marketing colleagues asking where we were on X campaign, what the status was on the launch copy for Y campaign, and if I could grant them access to Z document.
“If only there were a way for them to answer these questions themselves!” I yelled to the heavens. Well, there is and it’s called DAM. Why do copywriters need DAM? Because it allows your colleagues and clients to see exactly where you are with your work. Whether you’re collaborating with designers on a full creative campaign or simply working through about a thousand lines of social copy, you can upload it all to your DAM.
Because your DAM is available to everyone in your company (without them having to wait for access to be granted) they can easily find the project they want an update on, and see where you are in the workflow. DAMs are also super searchable, no matter the naming convention. So if your SEO expert named a document in Morse Code (c’mon, we’ve all seen document titles like this), you’ll still be able to find it in your DAM. And if someone still has a question about your work, they can leave a comment right in your DAM, leaving your inbox blissfully empty.
2. Why Copywriters Need DAM: See Who’s Using Your Copy and How
Is Deb from sales still using your boilerplate company pitch from the dark ages? DAM allows you to see which of your assets are being used, who’s using them, and how they’re being used. You can also archive old assets, so that Deb can’t see them anymore, but they still exist in case you ever want to refer back to them.
Plus, you can see performance data on the copy assets you store on your DAM. Is your copy converting? Is your latest tagline getting tons of shares? Is the media really loving your latest company announcement (easily accessible to them in your DAM press kit)? Your DAM will show you all of that, which makes it easier for you to iterate on what’s working and faster for you to pivot away from what’s not.
3. Why Copywriters Need DAM: Stay in Your Flow
Ah, the mythical “flow.” You’ve probably read books about it. You can’t escape articles about it. And you’re probably tired of chasing it. But every once in awhile, you find it … and then you lose it because Deb has stopped by your desk to ask you for the millionth time if you know where those latest product photos live. And if it’s not Deb ruining your flow, it’s the inbox or Slack channel that keeps dinging with status requests.
All of these communications remove us from anything resembling a flow. But a DAM removes many of these obstacles and distractions almost entirely. Direct people to review, comment, and request updates about your work in your DAM. That will free you up from the constant pings, dings, and stop bys that take you away from your writing. You can even upload your content calendar or workload to your DAM so that your colleagues can see exactly what’s on your plate before requesting your help on a new project.
4. Why Copywriters Need DAM: Say Hello to Less-Frustrating, More Transparent Collaboration
You may love collaborative projects, but the check-ins, creative reviews, and post-mortems can quickly eat up valuable hours on your calendar. It can also be tough to manage expectations throughout the creative process and keep the right people in the loop at the right time.
A DAM gives you and your collaborators a central hub from which to work and communicate from. Create a collection (DAM lingo for files) for your project, and store all in-progress and final assets there. You’ll be able to track who’s reviewed important documents, and your collaborators can leave comments about crucial edits. DAMs can handle videos, images, logos, font libraries, and pretty much any other brand asset you can throw at them. So it’s easy for everyone to upload the creative assets they’re working on for everyone to see. Think of it as a standup meeting, without that pesky standing … or the face-to-face communication (hooray!).
5. Why Copywriters Need DAM: Cut Down on Late-Stage Rewrites and Edits
This is perhaps the biggest win for copywriters everywhere. Late-stage edits are THE. WORST. They can push back launch dates, force you and your colleagues to re-do work, and they’re just plain annoying.
With DAM, you can loop execs in early and often. Since they’ll already be working within your company’s DAM, it’s easy for them to open your collection and check your work. Tag them, share a link to your project, or set up a calendar reminder for them to review. And because you can see if they’ve actually downloaded or viewed the document housing your copy, you know if and when you need to follow up. Your bosses can also approve assets right in your DAM. So you know the minute they’re ready to launch. That means you get work out the door faster and without extensive edits at the 11th hour.
Give a Damn and Get a DAM
Seriously. Do I need to write more copy here? Check out our ROI calculator here to see how much money a DAM could save your company, and click the banner below to get a free quote.
Can you believe the year is halfway over? It’s bananas, but it’s true. So what have we been doing with ourselves over at Brandfolder HQ? We’re glad you asked. We’ve been playing a little ping pong, welcoming a new CEO, and getting a lot of shit done.
Here’s a breakdown of what we’ve accomplished so far in 2017. Thanks for being a part of the past six months. We’re really excited for what the next six have in store.
Brandfolder Mid-year Review: Full document search
Wish you could search inside documents for that exact keyword or phrase you need? We made that possible in January with full document search. Whether Word Doc or PDF, this feature allows you to grab the copy you need, no matter what crazy naming convention your colleague’s first cousin’s best friend names the doc.
Brandfolder Mid-year Review: Sharing Updates
These updates improved Brandfolder’s sharing functionality by allowing owners and admins to see all share links generated on a per-Brandfolder basis. Share links also became editable with this update. Need to archive, change, or delete a share URL? It’s all in a day’s work for your Brandfolder now.
Brandfolder Mid-year Review: Brandfolder Insights
Insights allows Brandfolder customers to see which assets their teammates are using and what the ROI is on those marketing efforts. Make sure the most up-to-date assets are being implemented, see who’s implementing them, and make sure your brand is always being represented correctly.
Brandfolder Insights - YouTube
This feature is also great for tracking who’s downloading assets from your publicly available Brandfolder, and who you might need to follow up with (think press contacts, members of the media, and potential customers). Plus, you can export/import data from Insights into your CRM or mail tool to target and market to the people interacting with specific assets within your Brandfolder.
Brandfolder Mid-year Review: Brandfolder for PitchPerfect
The Brandfolder for PitchPerfect integration empowers clients to create customized pitch documents in the powerful suite of Microsoft Office applications, utilizing content directly from their SharePoint environment and imagery directly from their Brandfolder.
Brandfolder and Enable believe in delivering streamlined processes to their customers by reducing the number of inefficiencies they face. With the integration, approved brand assets and pitch content can be easily identified and embedded into tenders in a timely manner. And all SharePoint content and Brandfolder asset titles, keywords, and metadata are searchable from directly within Microsoft Office.
Templating allows Brandfolder clients to create customized, on-brand marketing materials, without needing the help of their already overworked resident designer. This feature makes it easy to create approved templates for marketing assets including ads, presentations, and brochures, without ever leaving your Brandfolder.
Templates are created in Adobe InDesign and can be configured on an individual asset basis, giving designers complete control over how assets are customized. Once distributed, global teams can easily customize templates by easily manipulating the dynamic areas via an HTML5 browser editor, no professional designers or design software needed.
Your designers will love you because they can quit updating one line of copy or swapping out logos, giving them more time to focus on the things they love like creative, high-impact projects. It will also make your marketing team more agile and effective.
Brandfolder Mid-year Review: Brandfolder Website
We updated our entire website to make it cleaner, provide current and future customers with the information they need immediately, and make the site easier to navigate. The project was tackled entirely in house, and the results mirror the simplicity that has been Brandfolder’s hallmark from day one.
Brandfolder Mid-year Review: Auto-tagging
AI is a buzzword for DAMs this year, and we’re making it a focus for our platform as well. Auto-tagging makes it easy to organize and tag your brand assets. Brandfolder automatically extracts text, faces, emotions, images, landmarks, colors, and logos, making your assets more searchable than ever.
Powered by Google Vision, it also protects you against uploading NSFW imagery. Oh, and we also offer bulk tagging, downloading, and resizing now!
Keeping Brandfolder Efficient, Elegant, and Streamlined
Almost all of these updates came from requests or suggestions from our clients. Is there a functionality you’d like to see in your Brandfolder? Let us know!
There’s a reason we’re continually voted the easiest DAM to implement, the easiest DAM to use, and the DAM with the highest customer satisfaction. We don’t add features just to have an impressive feature list. We add the features you need. Nothing more, nothing less. That way, you have a DAM that’s simple, beautiful, and full of exactly what you need to do your job better.
A while back, our President, Steve, wrote a blog post on how to sell DAM to your manager. But because selling new software to your boss is still one of the hardest parts of the job, we thought we’d get a little more specific. So we’ve put together a few strategies just for designers, marketers, and creative directors who are making the case for digital asset management (DAM) to their executives. Because, let’s face it, CMOs are interested in different KPIs than VPs of Sales.
How to Sell DAM to Your Manager: Designers
The DAM case for designers? Time saved and more meaningful work completed. Think of a world where you’re not fielding email requests for your latest logo, product photo, or in-progress campaign creative. Are you picturing it? It’s as glorious as it sounds.
The average creative marketer spends 65 hours a year searching for digital assets. Yep, 65 hours. every. year. Are you imagining all of the work you could accomplish with 65 extra hours? It’s a lot. Bring that number to your manager and explain that with DAM, everyone in your company, and appropriate external partners, can access the digital assets they need with a single click and a simple password (if so desired).
Keep the work that’s not quite done yet under wraps, archive old logos so other departments are unable to use them, and enjoy preset formatting parameters that make it impossible for your non-design-savvy coworkers to stretch, shrink, or otherwise soil your carefully crafted assets. Oh, and Templating allows you to create base designs for simple projects like branded business cards, letterhead, and more, so you spend less time on mundane tasks and more on the work that matters. Which leads us to our next case for DAM …
How to Sell DAM to Your Manager: Marketers
That Templating feature we were just talking about? Yeah, it allows you to create approved marketing collateral without the help of your already-overworked designer. Get marketing projects out the door faster and without any of the branding missteps you might pay for later.
And those 65 hours we mentioned above? Those count for you as well! Spend less time hunting down images, copy, or brand guidelines. With DAM, everything is in one place, tagged for easy search, and organized intuitively — unlike your bulky internal server or scattered Google Drive. Permissions are set once, so you never have to worry about not having access to the files you need, and you can access your DAM wherever and whenever you need it.
You spend a lot of time and resources putting together comprehensive content marketing plans, social media campaigns, and more. With DAM you can easily share those strategies and results with key stakeholders. Give your executives transparent access to your results and your wins in real time.
Plus, with Insights, you can track who’s accessing which documents and files, and decide where follow-up might be necessary. The bottom line for marketers? DAM makes your team more efficient and better able to track successful campaigns, along with which assets were key to that success. When you look good, your boss looks good. Get a DAM, and you might both just get those promotions you’ve been eyeing.
How to Sell DAM to Your Manager: Creative Directors
Maybe one of your creatives has made the case for DAM to you and now you’re trying to figure out how to make it to your manager. We can help there too.
Rand McNally design director Joerg Metzner says of DAM, “Brandfolder has been the perfect platform to make our new brand assets, like logos and product images, easily and quickly available to the entire organization. I love knowing whether an asset is up to date, or whether it needs the newest version added or created.”
When your team is running at its most efficient, it can build a stronger brand through design, copy, and marketing efforts. When your marketers aren’t waiting for approved design, or bottle-necked waiting to know if a new campaign is ready to launch, they can implement, measure, and improve the work they’re doing faster, leading to better results for the company.
When your designers aren’t spending their most productive hours linking logo attachments to a bevy of email requests, or tracking down the person in sales who used a product photo from eight years ago in his last pitch meeting, they can get back to high-value work that leads to high-value results.
And when you’re able to see who in your department is accessing assets, your brand guide, important procedural documents, and more, that allows you to manage from above, without having to micro-manage your staff. The right DAM can unleash the creative potential of your department. So what are you waiting for?
We’re pleased to announce Luke Beatty as the new Brandfolder CEO! Luke is an entrepreneur and digital media executive. His extensive tech background includes founding the startup Associated Content which he sold to Yahoo, taking on the roles of vice president and general manager. He led the Techstars program in Boulder and has served as president of media brands at AOL where he oversaw TechCrunch, among other properties.
Brandfolder CEO, Luke Beatty
Beatty is also one of the initial investors in Brandfolder and a fierce champion of digital asset management (DAM) for businesses today. After exiting AOL at the end of 2016, Beatty spent time with his family before announcing this week that he would be the new Brandfolder CEO and chairman.
We sat down with Luke to chat about why it felt like the right time to expand his role within Brandfolder, what current and future clients can expect, and why now is such an exciting time to be a part of the DAM industry.
Brandfolder: Welcome, Luke! In your TechCrunch announcement, you mention feeling like it’s the right time to take on a new role after leaving AOL at the end of last year (2016). Why is now the right time and why was Brandfolder CEO the obvious next step?
Luke Beatty: It was really only because (Brandfolder President) Steve Baker approached me with the idea and the timing was right for me. As simple as that.
BF: As an early Brandfolder investor and board member, how has the DAM space, and Brandfolder specifically, evolved since you first joined the industry?
LB: When we started, it was super basic. Logos, logos, logos, and some colors, maybe. And it was mostly open to the public. Today, brands have endlessly more assets — videos, audio, animations, many images, custom colors, etc… Furthermore, companies need elevated features within their DAM. They need data to track assets and manipulate them. They also need permissioning, versioning, and external plug-ins, to name a few. It’s all about what we call “brand logistics.”
BF: Why is DAM increasingly important for enterprise businesses today?
LB: Valuable brands are rare and hard to build. Thus, legit ones are worth a great deal. Businesses with valuable brands care deeply about about how they are positioned and presented to their partners and customers. Also, as previously mentioned, there are endlessly more assets to manage than compared to even just a few years ago.
BF: You’ve often said that, next to customers, the brand is the most important thing a company has. How does DAM support this model of thinking?
LB: Yes, I think brand value is right up there with a company’s customers and IP. A full-featured DAM supports this because it allows businesses to protect, distribute, and configure a brand in precise ways that matter. A DAM enables the care and feeding that a brand needs to reach its full potential.
BF: What’s your 30, 60, and 90 day plan for Brandfolder? Can customers expect any changes?
LB: In under 30 days I hope to understand exactly what every person at this company does. By day 60, I hope to understand our customer expectations, both met and unmet. And by day 90, I hope to develop a long term-strategic plan.
BF: What’s next for the DAM industry, and how will you help Brandfolder lead the pack?
LB: I suspect what’s next is ubiquity. We’re starting to see customers and martech analysts realize that DAMs are quickly evolving into the hub or central library for so many day-to-day, internal and external brand behaviors and executions. DAM used to be a point solution. Now it’s a hub solution with hundreds of spokes. Brandfolder will contineu to be the most simple, elegant solution, with glow-in-the-dark customer service, of course.
BF: What gets you most excited when you think about joining the team, and what lies ahead for Brandfolder?
LB: The team, absolutely gets me the most excited. We have a super talented group of individuals working to make each and every brand we represent better, and more streamlined. I look forward to helping Brandfolder reach critical mass by powering every brand asset on Earth.
Why agency clients need DAM? Well, as an agency, every moment that you spend with a client needs to be trackable, billable, and actionable. Time spent bogged down in administrative tasks is either time you’re not getting paid for, or time that you could be spending making a more valuable impact on your client’s account.
So how do you cut down on email and phone chatter, while still delivering your client updates on your work? Digital asset management (DAM), of course. By encouraging your clients to adopt a DAM, you’ll see a decrease in redundant communication, and increase in transparency and trust between your organizations, and your clients will get the most from the assets you’ve for them which leads to a higher probability of repeat business. How exactly? Allow us to explain!
Decrease Redundant Communication
You know the kind. It’s the kind you get asking for the status on that logo redesign, or whether you can share the revamped brand guide, or if you can please send the new visual identity along one. more. time.
But what if there were a place clients could go to find all of that information for themselves? What if they could log in using a simple password and see the status of your latest project? And what if they could share finished assets with the rest of their internal team without you having to be involved whatsoever? If it sounds too good to be true, don’t worry, it’s not. It’s just another reason why agency clients need DAM. The right DAM allows your clients to do all of this and more with a single click.
Billable hours make your work, and your time, very valuable. They also make it easy for distrust or skepticism to grow when you’re not continually sharing work. Continually sharing work, however, kills your flow, takes up valuable time, and is not worth much if you don’t have an end product to present.
With DAM, you clients can log in and see the real-time progress of logo iterations, font libraries, and more. They can tag you with comments if they have a question, which means you can answer it when you’re ready, without it disrupting your workflow. It also allows your creative director or direct manager to track the work you’re doing, without having to micro-manage your daily to-do list. Think of DAM like a more productive stand-up meeting showing what everyone is working on, and just another reason why agency clients need DAM.
Help Them Get the Most Their Investment
When your client is happy throughout and, especially, at the end of a job, that bodes well for you and your agency. It also increases the likelihood that your client will return with their next rebrand, or other agency needs.
This is especially true as they continue to see the ROI of the work you’ve created for them. But that ROI will be considerably less if not everyone in their organization has access to or knows how to access the refreshed digital assets you’ve provided. This is — you guessed it — our final reason why agency clients need DAM.
Make sure that everyone in their company has the link to their DAM. This allows them to view a clean, beautiful, and easily searchable platform that houses all of their new brand assets. You or your client can archive old logos and brand files so that no one in their company uses outdated assets, and your client can track who’s using which new assets and how, to cut down on asset misuse while everyone is getting used to your new look.
They can also create a press kit loaded with their new assets. This allows your client to share their refreshed brand, and your impressive work, with the media immediately upon launch.
Make the Case for DAM
Is your client still not convinced? Share this ROI calculator with them. A few numbers make it clear that the benefits of bringing the right DAM on board will continue to pay out long after your business with their company. The result? Better payoff for them and a more efficient agency image for you.
While your company’s latest rebrand might not receive global fanfare or a heavily publicized unveiling, it’s still a crucial part of maintaining a healthy, dynamic brand. And while your marketing department may not be able to hire a prestigious agency to handle the redesign, it’s still inspiring to see how the biggest brands in the world are changing.
So, to keep you inspired with fresh ideas for your own rebrand, we’ve rounded up nine of the buzziest rebrands from the past year. Whether giving fast food a new image or rebuilding brand loyalty in the wake of a fallen spokesperson (Hi, Subway), each of these brands had big mandates ahead of them. How do you think they fared?
1. Taco Bell
After years of “Yo Quiero” and chihuahuas, coupled with the rise of fast-casual options like Chipotle, this well-worn taco chain knew it was time to elevate its image. So, for the first time in 20 years, they unveiled a new logo as part of a plan to become a $15 billion brand by 2022 and add 2,000 restaurants globally.
The soft launch of their new brand image? A new Taco Bell “Cantina” restaurant in Vegas, of course. Customers visiting the Cantina could shop branded Taco Bell merchandise, enjoy an alcoholic beverage, browse digital menu boards, choose from a tapas-style menu, and relax in a VIP lounge that no restaurant in Vegas is complete without.
The new logo, created collaboratively by Taco Bell’s internal design team, TBD, and creative consultancy Lippincott, created a logo that fit with their new restaurant strategy: one size doesn’t fit all. Their 1995 iteration was given a modern look, allowing for customization through patterns, textures, and different use cases. The rebrand was met with praise at launch, and Taco Bell is enjoying some good press from recently being named one of the healthiest fast-food chains in America.
Hey, if Taco Bell has managed to position themselves as a healthy option in the fast food world, we think that earns them a spot on this list of important rebrands.
In January of 2016, McDonald’s announced its latest rebrand. The company is no stranger to refreshing its image, but this one joined the ranks of all-time important rebrands by giving stores and marketing materials a look they’d never seen before. The burger giant began with new packaging, by branding agency Boxer, meant to act as a “mobile billboard” for the McDonald’s brand.
The company also unveiled new concept art for a variety of fresh store designs. “Simply Modern,” “Living Room,” and “Fresh + Vibrant” were just a few of the themes McDonald’s will roll out. So how did the McDonald’s design team convince the company to let them redesign their stores in the face of declining sales numbers? Max Carmona, senior director of U.S. restaurant design explains, “Our operations folks are starting to understand that design does matter, and not looking like a cafeteria does matter.” Time will tell whether a fresh coat of paint can repair the Big Mac originator’s image, but it’s sure fun to watch in the meantime.
The Huffington Post burst onto the news scene 12 years ago as the world’s first digital-only news brand. But the 2016 exit of founder Arianna Huffington signaled a new era for the site, and one that needed a new visual direction.
Rebranded simply as “Huffpost,” the new logo boasted a bold sans-serif font and a fresh take on the green color that had long been the new organization’s signature. Additionally, the slashes at either end of the logo can be pushed together to form an abstract “H,” which gives Huffpost a graphic and modern logo while paying homage to their goal of “bringing people together with divisive stories.”
The rebrand was lauded as a bold success by many, while others noted that the slanted typography pushed their brand “into tabloid territory.” But, as Brand Union’s ECD, Sam Becker, noted, “Huffington Post has the reach and history to redefine what those cues mean and take ownership of them.”
The rebrand heard ‘round the world! When Instagram quietly unveiled their new logo in May of 2016, some loved it, some loathed it, and most of us thought a new app had appeared on our phones. The fact that everyone was talking about it and had an opinion? That’s what the world’s most important rebrands do.
So why did they do it? Six years after the photo sharing app’s launch, it boasted more than 400 million users posting photos each month and 80 million photos every day. As Wired pointed out, “Those numbers boggle the imagination, and underscore how essential content is to Instagram’s continued growth.” It’s true, Instagram was no longer just a photo sharing service.
With a suite of sub-brands, from Layout to Boomerang, and a growing focus on video, Instagram had fundamentally changed for its user and its app design needed to reflect that change. The new logo was flat, clean, and let the focus lay with advertisers and user content. The app itself better integrated Instagram’s own sub-brands in a more intuitive, user-friendly way.
While they still haven’t lived down that algorithm change, most users and brand experts agree that one of the year’s most controversial rebrands was also one of the most vital and successful.
Another well-worn brand that hadn’t had a rebrand in two decades? MasterCard. Design agency Pentagram gave the credit card staple new website graphics, information pamphlets, a new logo, and more.
Their recognizable red and yellow circles were retained and the logo, largely unchanged since the company’s founding in 1966, received a subtle refresh to usher them into the digital age where the rest of the banking world was already living. The rebrand was another vote for trendy flat designs, with Pentagram partner Michael Bierut explaining, “We took their DNA and went through this process of distillation. With each wave of simplification it felt sharper cleaner and more flexible.”
How do you rebrand a brand that’s over 200 years old? London-based firm Design Bridge found out in 2016. Bucking the flat design trend, they gave the Guinness logo more detail and dimension, instead of less.
Design Bridge worked with real harp makers to breathe new life into the legendary logo. And the result, Design Bridge says, is a final drawing that could be built into an actual harp that “would work properly and be in tune.” The detailed logo stands out amongst the minimalist designs that stock beer shelves these days, and careful attention to accompanying script ensures that the consumer understands the history, time, and significance attached to every bottle they buy. We think that earns it a spot on this list of important rebrands.
With the arrest of longtime Subway spokesperson Jared Fogle came a PR nightmare for the sandwich chain. Already feeling the burn from fast-casual chains boasting fresh, healthy alternatives (which led to a 2015 drop of 3.4% is sales), there was no better time for Subway to rebrand.
The logo retained much of its same look and feel, but lost its italic slant making for a stronger first impression. The arrows were still part of the logo, but also could be simplified into a new monogram for their tech-focused division, Subway-Digital.
Finally, Subway launched their new brand to the world during the 2016 Olympics. It was a bold move, and one that reminded the consumer that they were more than “the Subway guy.” Of the new look, Suzanne Greco, President and Chief Executive of Subway said, “The Subway brand is recognized throughout the world, and this new look reinforces our commitment to staying fresh and forward-thinking with a design that is clear and confident without losing sight of our heritage.”
It may take a little more than a refreshed logo to wipe Fogle’s disturbing arrest from consumer’s minds, but most agree this is a positive first step.
Music streaming service Pandora has been around since 2000, and up until 2016, so had its logo. Pandora has faced increasing pressure from brands like Spotify, and in the fall of 2016 they put forth a refreshed brand, and a new subscription service, that they hoped would contribute to one of the most important rebrands of the year.
Pandora Rebrand - YouTube
The new logo featured, you guessed it, a flat design … and not much else. It was called “generic,” “uninteresting,” and “grating to the core.” And while the accompanying monogram gave the brand some life, critics were still not impressed, saying “it falls flat and feels like it’s trying very hard to compete with the visual variety of Spotify, the street cred of Tidal, and the scale of iTunes Radio…”
Mozilla shared each step of their 2017 rebrand with their global audience. Whether trying to sidestep the rash of recent logo redesign criticisms (many listed here) or truly living out their philosophy that “the Internet is a global public resource and we’re committed to keeping it open and accessible to all,” their open-sourced rebrand certainly garnered some good press.
Early in the rebranding process, Mozilla shared several logo designs from London firm Johnson Banks online. They let anyone comment on the selection of logos, and spent the next five months reviewing roughly 3000 opinions, before unveiling their final design.
Of the new logo, Mozilla’s creative director Tim Murray said, “Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company.” Their new “letters only” logo also allows members to attach photos, graphics, and .gifs to it, feeding into the “maker spirit” Murray hopes the new identity will harness. So how was this experimental new rebrand received? Overall, pretty well! Most appreciated an original approach to the age-old process of rebranding. And, come on, we all like it when someone asks our opinion, right?
Why Are These Important Rebrands?
While you may not be facing a global rollout and the subsequent critique of your brand refresh, it is important to unveil your rebrand correctly. Bring the right people into the process early in the rebrand, unveil it to your internal team with all the flash you usually reserve for the public, and make sure that your new brand assets are easily accessible so that everyone can start putting them to use immediately!
For more on why internal rollout of your rebrand matters, check out this article. And to find out how Brandfolder can help keep your brand assets organized, click here!