Autodesk 的成功品牌重塑：物联网案例研究
技术
- 功能应用 - 企业资产管理系统 (EAM)
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 教育
- 包装
适用功能
- 销售与市场营销
用例
- 资产健康管理 (AHM)
- 资产生命周期管理
服务
- 系统集成
- 培训
关于客户
Autodesk 是一家为制造者提供服务的软件公司。无论是高性能汽车、高耸的摩天大楼、智能手机还是一部精彩的电影，Autodesk 的软件都可能在其创作过程中发挥了作用。该公司的软件被全球数百万客户使用，使他们能够创造任何东西。 Autodesk 旨在将自己打造成行业领先的设计和制造平台，专注于客户想要实现的成果，而不是他们实现这一目标所需的产品。
挑战
Autodesk 是一家领先的软件公司，希望从产品第一转变为客户第一的思维方式。该公司的目标是将自己打造成行业领先的设计和制造平台，专注于客户想要实现的成果，而不是他们需要的产品。为了实现这一目标，Autodesk 需要在客户和 Autodesk 品牌（而不是其单个产品）之间建立牢固的联系。 2021 年，Autodesk 进行了品牌重塑过程，以反映其从品牌之家向“品牌之家”的转变。此次品牌重塑需要利益相关者的积极参与，因为每位员工、供应商、渠道合作伙伴和战略合作伙伴都需要过渡到新的 Autodesk 角色和品牌。然而，Autodesk 的团队和流程始终坚持产品至上的工作方式，这对品牌重塑过程构成了重大挑战。
解决方案
为了应对这一挑战，Autodesk 的品牌团队制定了一项为期数月的推出计划，以吸引利益相关者：员工、供应商和合作伙伴。该公司的数字资产管理 (DAM) 图书馆员在此过程中发挥了至关重要的作用，他们向品牌团队提供受众洞察和使用数据，打包、上传和添加品牌重塑内容的元数据，并创建资产组和门户以在以许可的方式。 Acquia DAM 平台用于存储和管理品牌资产，使 Autodesk 团队能够高效协作并向全球用户交付品牌重塑内容。品牌重塑过程分三个阶段进行：为早期采用者提供深入培训和核心资产的机会，为所有员工提供新品牌资产的机会，以及更新产品品牌以与产品发布时间表保持一致。在整个过程中，Autodesk 通过在时间表、严格限制和资产管理方面进行沟通和协作，打破了孤岛。
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