It’s frustrating for graphic designers and wasteful for organizations. They know the design has already been done, and making these new versions end up costing as much or more than the original, on an ongoing basis. The key here is to use the appropriate tools to separate the great craft of graphic design from that of creating new versions and print ready artwork. This can be achieved using DAMs or digital asset management systems. These systems act as a repository for an organization’s brand elements; photos, presentations, videos and other digital assets such as marketing collateral, digital ads, print ads etc.
Most of these systems allow access control over groups or individual static assets to groups of people in the organization. This ‘one central source’ of material is really important. For example, images, which are no longer licensed or appropriate for the brand can be quickly removed from marketing material templates and new material can be quickly available to teams on a national or global level.
However, the real strength of the best DAM systems is the ability to lock down brand elements and provide the brand users with the ability to customize the assets in a way, which doesn’t negatively impact the brand. Customization of the marketing material templates may be required because of price changes or for translation or localization for a foreign market. Businesses with international distributor networks will need to allow their partners to co-brand and customize elements of their marketing collateral for the local audience.