Acquia DAM Case Studies Autodesk's Successful Rebranding: A Case Study in IoT

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	Autodesk's Successful Rebranding: A Case Study in IoT Acquia DAM

Autodesk's Successful Rebranding: A Case Study in IoT

Acquia DAM

Technology Category	Functional Applications - Enterprise Asset Management Systems (EAM) Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries	Education Packaging
Applicable Functions	Sales & Marketing
Use Cases	Asset Health Management (AHM) Asset Lifecycle Management
Services	System Integration Training
Challenge	Autodesk, a leading software company, wanted to shift from a product-first to a customer-first mindset. The company aimed to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes customers want to achieve rather than the products they need. To achieve this, Autodesk needed to create strong connections between customers and the Autodesk brand, not its individual products. In 2021, Autodesk underwent a rebranding process to reflect its transformation from a house of brands to a 'branded house.' This rebranding required significant stakeholder activation, as every employee, vendor, channel partner, and strategic partner needed to transition to the new Autodesk persona and branding. However, Autodesk's teams and processes were entrenched in product-first ways of working, posing a significant challenge to the rebranding process. Read More
About Customer	Autodesk is a software company that caters to people who make things. Whether it's a high-performance car, a towering skyscraper, a smartphone, or a great film, Autodesk's software has likely played a part in its creation. The company's software is used by millions of customers worldwide, giving them the power to make anything. Autodesk aims to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes its customers want to achieve rather than the products they need to make it happen. Read More
Solution	To address this challenge, Autodesk's brand team developed a multi-month rollout plan to engage its stakeholders: employees, vendors, and partners. The company's Digital Asset Management (DAM) librarians played a crucial role in this process, providing audience insights and usage data to the brand team, packaging, uploading, and adding metadata for rebranded content, and creating asset groups and portals to release the assets in a permissioned manner. The Acquia DAM platform was used to store and manage brand assets, allowing Autodesk's teams to collaborate and deliver rebranded content to users across the globe efficiently. The rebranding process was carried out in three phases: granting early adopters access to in-depth training and core assets, giving all employees access to the new brand assets, and updating product branding to align with the product release schedule. Throughout this process, Autodesk broke down silos by communicating and collaborating on timelines, strict embargoes, and asset management. Read More Log in to view content
Contents

Technology Category

Functional Applications - Enterprise Asset Management Systems (EAM)

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Education

Packaging

Applicable Functions

Sales & Marketing

Use Cases

Asset Health Management (AHM)

Asset Lifecycle Management

Services

System Integration

Training

Challenge

Autodesk, a leading software company, wanted to shift from a product-first to a customer-first mindset. The company aimed to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes customers want to achieve rather than the products they need. To achieve this, Autodesk needed to create strong connections between customers and the Autodesk brand, not its individual products. In 2021, Autodesk underwent a rebranding process to reflect its transformation from a house of brands to a 'branded house.' This rebranding required significant stakeholder activation, as every employee, vendor, channel partner, and strategic partner needed to transition to the new Autodesk persona and branding. However, Autodesk's teams and processes were entrenched in product-first ways of working, posing a significant challenge to the rebranding process.

About Customer

Autodesk is a software company that caters to people who make things. Whether it's a high-performance car, a towering skyscraper, a smartphone, or a great film, Autodesk's software has likely played a part in its creation. The company's software is used by millions of customers worldwide, giving them the power to make anything. Autodesk aims to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes its customers want to achieve rather than the products they need to make it happen.

Solution

To address this challenge, Autodesk's brand team developed a multi-month rollout plan to engage its stakeholders: employees, vendors, and partners. The company's Digital Asset Management (DAM) librarians played a crucial role in this process, providing audience insights and usage data to the brand team, packaging, uploading, and adding metadata for rebranded content, and creating asset groups and portals to release the assets in a permissioned manner. The Acquia DAM platform was used to store and manage brand assets, allowing Autodesk's teams to collaborate and deliver rebranded content to users across the globe efficiently. The rebranding process was carried out in three phases: granting early adopters access to in-depth training and core assets, giving all employees access to the new brand assets, and updating product branding to align with the product release schedule. Throughout this process, Autodesk broke down silos by communicating and collaborating on timelines, strict embargoes, and asset management.

Impact #1	Following the rebrand and global launch, Autodesk conducted a user survey to determine user satisfaction with the DAM platform, the DAM team, and support materials. The results showed a significant improvement in user satisfaction, with the company's net promoter score (NPS) on the DAM platform improving from -3.0 to +7.0. The number of daily requests for asset upload and revision also increased by 49%, with many of these requests centered around the rebranded assets. The Acquia DAM platform proved to be extremely efficient for Autodesk, resulting in a 50% reduction in time to market. The process of packaging, uploading, and policing the release of assets to employees, partners, and the public resulted in increased customer satisfaction.

Impact #1

Following the rebrand and global launch, Autodesk conducted a user survey to determine user satisfaction with the DAM platform, the DAM team, and support materials. The results showed a significant improvement in user satisfaction, with the company's net promoter score (NPS) on the DAM platform improving from -3.0 to +7.0. The number of daily requests for asset upload and revision also increased by 49%, with many of these requests centered around the rebranded assets. The Acquia DAM platform proved to be extremely efficient for Autodesk, resulting in a 50% reduction in time to market. The process of packaging, uploading, and policing the release of assets to employees, partners, and the public resulted in increased customer satisfaction.

Benefit #1	Net promoter score (NPS) on the DAM platform improved from -3.0 to +7.0
Benefit #2	The number of daily requests for asset upload and revision increased by 49%
Benefit #3	Time to market decreased by 50%

Benefit #1

Net promoter score (NPS) on the DAM platform improved from -3.0 to +7.0

Benefit #2

The number of daily requests for asset upload and revision increased by 49%

Benefit #3

Time to market decreased by 50%

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Overview

Autodesk's Successful Rebranding: A Case Study in IoT

Operational Impact

Quantitative Benefit