THE ABCs OF DAM

Kodak Polychrome Graphics' Marketing and Branding Services (formerly part of Imation) helps customers—typically consumer product companies—create a "virtual corporation" to help increase speed, consistency, and cost-effectiveness in the creation and production of brand messages. Imation formerly offered Media Manager, an off-the-shelf media database program, but thought it could serve customers more effectively by moving upstream and offering DAM consulting services. According to Stocking, the Kodak team first determines if a customer's workflow problem is big enough to solve with DAM. Once this is established, and the existing workflow is assessed, the team maps a new workflow and integrates the best technology solution.