Abstract
This paper recounts the process with which the Snapple Beverage Group successfully launched its DAM solution to a somewhat non-receptive audience of end-users. It focuses on the importance of creating excitement and anticipation, key attributes used to fight the fear and anxiety that can sometimes arise through process change. It also presents a case study of a new product launch, illustrating best use of DAM to assist in managing brand personality and speed to market.
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Raia, L. New tech for “non-techies”: Creating excitement for a valuable tool. J Digit Asset Manag 1, 96–101 (2005). https://doi.org/10.1057/palgrave.dam.3640016
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DOI: https://doi.org/10.1057/palgrave.dam.3640016