HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

DAM Confusion in the Marketplace

2014-21-August-Maze.jpg(UPDATED 8/27) With the announcement of Microsoft’s partnership with the DAM vendor ADAM last month, it would be easy to say that Microsoft has de facto conceded defeat for SharePoint, a MS tool often promoted as a DAM. This would be a mistake; SharePoint and ADAM were never really competitors. Despite the claims of some enthusiastic sales people, SharePoint has never really been functional as a true DAM system. This new partnership solidifies SharePoint’s role in an overall DAM strategy as a file sharing and workflow tool that can be integrated with true DAM system – and especially so with ADAM, as they share the .NET code base.

One question still lingers: will Microsoft continue to promote SharePoint as a DAM tool while using ADAM both internally and as the DAM solution in their cloud offerings? Both the question and its answer open up the complex world of DAM marketing and branding for those in the industry.

Confusion is the Name of the Game

A look at the DAMs in use by the Top 50 brands according to Forbes reflects the confusion in the DAM vendor and software world today.

Rank Brand Brand Value ($ Billion)* Brand Revenue ($ Billion)* DAM Vendor likely used for Brand Management or creative assets
1 Apple 104.3 156.5 Custom internal DAM
2 Microsoft 56.7 77.8 ADAM
3 CocaCola 54.9 77.8 DMX***
4 IBM 50.7 104.5 IBM EMM
5 Google 47.3 43.5 Custom internal DAM
6 McDonalds 39.4 88.3 OpenText
7 GE 34.2 132.1 WebDAM
8 Intel 30.9 53.3 unknown
9 Samsung 29.5 181 Asset Bank**
10 Yves Saint Laurent 28.4 9.4 Canto/Cumulus
11 BMW 27.9 77.6 eyebase**
12 Cisco 27 48.6 Third Light**
13 Oracle 26.9 37.2 Genus**
14 Toyota 25.6 186.6 Celum
15 AT&T 24.2 126.4 Autonomy
16 Mercedes Benz 23.5 90.9 DAMgroup
17 Disney 23.1 22 Global Edit, Canto***
18 Walmart 21.7 299.5 Inkiru (Now Custom internal DAM)
19 Budweiser 21.1 9.9 OpenText
20 Honda 21.1 115.2 OpenText, Canto
21 SAP 19.6 20.3 OpenText
22 Verizon 19.3 115.8 thePlatform
23 Gillette 18.3 8 ADAM
24 Nike 18.2 23.7 Interwoven (Now part of Autonomy)
25 PepsiCo 18.1 13.3 iApproveit
26 American Express 18 33.8 Xinet
27 Nescafe 17.7 10.7 iApproveit
28 L'Oreal 16.9 10.6 Celum**
29 Marlboro 16.6 23.6 iCrossing
30 H&M 16.1 18.3 Canto***, Celum
31 HP 15.3 119.9 Autonomy (HP owns Autonomy), Widen
32 HSBC 15.2 104.9 Interwoven (now part of Autonomy)
33 Amazon 14.7 60.6 Custom internal DAM
34 Visa 14.2 10.4 Brand Wizard
35 Siemens 13.7 100.6 Widen, PicturePark
36 Facebook 13.7 5.1 unknown
37 ESPN 12.9 10.4 ResourceSpace
38 Gucci 12.1 4.7 Documentum
39 Nestle 11.8 11.3 iApproveit
40 Frito Lay 11.6 11.1 iApproveit
41 IKEA 11.5 35.5 ADAM
42 Danone 11.1 13.3 WebDAM
43 Audi 10.9 55.2 Saepio
44 Ford 10.6 130 adnovate
45 Coach 10.5 5.1 unknown
46 Fox 10.2 11.7 Custom internal DAM
47 UPS 10.2 54.1 Genus
48 The Home Depot 10.1 74.8 unknown
49 accenture 9.7 30.4 accenture
50 ThompsonReuters 9.6 7.2 Custom internal DAM

* Source: Forbes, "The World's Most Valuable Brands"
** Source: The Leala Abbot curated DAM List
*** Source: Confidential source

 

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