The digital twenty-first century has smashed old ways of doing business. It is no longer possible to “always do what you always did”; the outcome will not be so positive as in Einstein’s era. Technology has completely changed how organizations create, access, and consume data and content. Digital innovations have also created new types of intellectual property (IP) being delivered at ever-increasing speed. Business strategy for the twenty-first century calls for innovation in which the tried and tested triumvirate of people, process, and technology operate in unison. The demands to deliver successful and sustainable business outcomes collide with simultaneously transitioning business models. The new strategy for success is based on the structure of customers, data, and content— where meaning may be established. There are many examples of organizations that have understood this and leveraged their content to invent business paradigms. The ability to look at intellectual property and digital assets from myriad perspectives has the power to transform but is a difficult concept to encapsulate and quantify.
This book aims to put flesh on the bones of untapped information potential and offers a range of approaches to realize the benefits of an organization’s content, data, and relationships. It explains the critical role that Digital Asset Management (DAM) plays in collective and collaborative digital experiences in modern creative and marketing operations. It provides a digital foundation to transform content, business, and technology to deliver optimized content management for business as well as exceptional experiences for customers.