In a world where brand differentiation is increasingly challenging, DAM systems can and need to go beyond serving as a mere repository. Holding valuable insights that can feed and shape future content and tech stack strategies, this technology is central to any organization’s customer experience and overall success.
Join Gordon McKie, Director, Digital Experience at Hilton, and Cathy McKnight, Chief Problem Solver & Lead Analyst at The Content Advisory, as they share Hilton's digital asset-powered transformative journey. Discover how a comprehensive review of Hilton's digital assets and supporting technology led to a crucial shift in strategy and approach to break out of the strangle of sameness to stand out in a crowded marketplace – by revamping brand positioning, marketing technology strategy, and content orchestration for the future.
During this session, you will learn:
- How to leverage digital assets for strategic differentiation that shape your brand’s future strategy.
- How to create and implement an agile marketing technology ecosystem to enhance creativity and personalized storytelling.
- The importance of assessing the visual landscape for innovative strategy.
- How to define a compelling vision for your brand – how reviewing assets inspires a fresh approach to creative.
- How to orchestrate content and drive organizational change across multiple channels and systems.
