Enter Canto: A Centralized Library for the Entire Company
Godiva now stores all of its images, consumer research and global calendars in Canto. There is a “360-degree use” of Canto, from storing and sharing to researching and developing.
Research and Data
The team needs quick access to previous packaging designs so that if they want to recreate or avoid duplicating a design, all the information is in one easy to navigate place.
“One big use of Canto is research, because we need to know what we did before and what certain items look like,” says Azita.
Canto’s reporting features are essential for Azita; she uses them to determine content usage and popular assets in their massive library.
“As an admin you can find who used an asset, when they used it and how many times they used it. So it’s a good source of information,” says Azita.
In addition to helping the design team make data-driven decisions, Canto also helps new employees gain insight into Godiva’s brand.
“Joining a team that already had Canto was great. The minute I joined, they sent me a whole bunch of links, provided me access to Canto and I was up and running within a week. I was searching through and learning about the brand just by using Canto,” says Lisa.
My team is not running around looking for images, so that freed up time for them. There’s also a lot less frustration because they were chasing images instead of doing creative, which is what they really want to do.
Consistency Is Key
Brand coherence is critical to a global company like Godiva. The marketing and creative teams use Canto to ensure their vision is highlighted in everything they create, especially across cultures.
“The CMO was really interested in building consistency and making sure people were following whatever guidelines there were, whether it was in marketing or creative,” says Maria. “The benefit of Canto is tremendous because we are now able to put into that same space all of the things that the marketing and creative teams need.”
There are numerous cultural distinctions that the team has to keep in mind when developing and creating content. Cultural nuances make it challenging to use the same content in different regions, but Canto enables the global team to easily share, thus avoiding one-use content.
“Regions have cultural nuances, political nuances and different laws that they have to follow. So even the assets that we provide them, they still need to tweak to make sure it works for their region. Because of that, making sure the brand is consistent and making sure that we are still telling one story is very important,” says Lisa.
In addition to the consistency now established among the team, they can count on Canto’s readily available customer support.
“I’ve had a great experience working with the Canto team. Whenever I’ve needed them, whenever I’ve had questions, it’s been super easy to get in touch and solve whatever problem I’ve had. People in different regions have contacted Canto and I know that it’s easy for them to get in contact if I’m not available,” says Azita.
Canto is an asset management system that is making my job easier, and helps everyone make their jobs easier as well.