Posts Tagged ‘tracking’

Who’s protecting your brand assets?

June 30, 2009

We’ve all seen them, a tonne of company portals all trying to offer something that differentiates their business value proposition from the next company… And there is a mass of DAM experts out there that are only too willing to provide companies with te framework to build on in any language that suits their needs…..

But what about protecting these assets?

I guess you are thinking right now….protecting? what you on about? we have SSL, Certificates, Firewalls, Early Warning Dection Systems, 24/7 Stop & Search of employees etc etc (ok I’m going over the top, but I think you get my drift, you protect your portals from hackers and have proceedures in place for employees leaving – lol well your customers hope you have it!)

So what is it I’m talking about? Let’s use 3 examples to illustrate where brand assets can be missed used and I think you will get the picture.


The first one, something close to all of our hearts and our pockets is our bank accounts or namely our online access to them. Not a day goes by where my spam catcher intercepts a request to update my personal details. Have you ever clicked the link? Well I have and you know what, it is the banks site assets and all just on a different URL, I’m sure there are statisics out there that state the number of people that actually provide their details. The assets are normally relatively easy to copy, but why copy when you can just take freely!


Ever been walking through a market and there’s a stall holder selling branded products at what appears to be unbelievable pricesses, well did you really think they were real? There’s a massive trade for replica products that are branded as the real thing, labels, bottles but unfortunately not product, sold at a fraction of the price of the real deal.


Yep, you know what I’m talking about…. back in the 80’s the market stall’s well sell cassette copies of the latest music, this then extended to CD as cassettes were phased out, at the same time VHS was being copied and distributed in high volume, then the law clamped down and finding these copies became hard to obtain. So as DVD became widely available and the price of a player became cheaper that buying a copy of your favourite film, the DVD piracy hit the streets. I still see the now smartly dress asian wondering around outside my local selling these DVD’s at less than the price of a pint…. But what is more amazing is that the sleeves they provide with the copies is as good as perfect.

See the problem yet?

The 3 examples display just how brand assets appear to be escaping out into the world via some sort of source, so are you able to protect your brand assets and track them the way you want?

If you have examples of where your brand portal protects your assets or your customer’s assets outside of the actual portal then please comment and share your experiences with the community.

Author: Gary George

Creative Commons License

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Who’s using my content?

June 15, 2009

With the world of digital asset management exploding with everyone wanting to manage their assets somehow and over 400 companies offering software/web based solutions to do it, how many of them actually allow you to track the use of your content outside of your DAM?

I’ve been interested for sometime about this subject and whether or not the information you can gain is useful, lets look at entertainment to start with. Both Music and Film have incredible priacy problems with more and more people able to use the internet with P2P applications allowing this content to be made available to thousand or millions of people. But outside the P2P people create sites to sell and advertise the material that they are illegally selling. It’s easy to just think of the final copyrighted material as all that matters, but this material is what would actually be shipped/downloaded and may not be available to the crawlers and bots that trawel the web. What if the images/promo material provided by our DAM’s could be invisibly (digitally) watermarked in order for us to find out who and where our content is ending up….

We have all seen the DVD man walk into our local pub/bar or hand around in the car park of the local supermarket selling our DVD’s for £3, some of which are direct copies of the originals, but look at the quality of the print…. someone somewhere has been able to get their hands on the original artworks from a studio somewhere in the world, wouldn’t it nice to know where it has come from. The P2P networks are continually monitored for transmissions of illegal content and those submitting large volumes of content are placed on watched lists, some are even arrested as we have seen in some high profile cases.

So how can we protect this content and to what cost is it worth doing?

Looking at my daily spam folder it will always contain some phishing emails from banks that want to take you to a replica site and get you to enter your details, could they not benefit from digital watermarking of their web images allowing the banks to intercept the site before any of it’s unsuspecting customers are ripped off (well I guess the bank is ripped off when it happens)

Of what of fine art artists who have their creations replicated and sold but the sellers use the original files from the artists site?

There are so many ways that content can be misused and I for one would like to see more integrations of digital watermarking and tracking in place.

Think of just the powerful analytical information you can gain internally at a Pre-media company when they are spread across multiple geographic locations and content is used across multiple campaigns, just knowing this type of information could help better design brand imagery for what works and what doesn’t.

There are plenty of companies providing solutions for this take a look at Digital Watermark World they provide information and links to solutions/services that could help, but closer collaboration with DAM vendors is a must for the future.

The usecases for digital tracking are endless and this author hopes to hear more about their integrations in the future.

Author: Gary George