Content is more critical than ever for consumer packaged goods (CPG) brands.
Content has become a CPG brand’s most valuable asset. It drives every digital experience, every product discovery, and every digital shelf conversion.
But the way content is being produced is changing fast. Hyper-personalization is accelerating the demand for more content, more variants, and more localization, while AI is fundamentally reshaping exactly how that content is created, managed, and distributed.
For CPG brands, this brings opportunities and challenges. AI makes it easier to produce content, but without strong governance and a single system of record in place, it also becomes easier to dilute your brand, publish non-compliant assets, and lose retailer trust.
On top of this, fragmented file locations, manual workflows, outdated content governance, and legacy systems make the chances of meeting the content demands of today’s consumers all the more remote.
In an industry where brand recognition and authenticity are powerful influences on the buying decisions consumers make, CPG brands need a foundation that can enforce governance, provide control, and ensure that every asset is brand-approved, compliant, and ready for activation.
Forward-thinking CPG leaders are taking action now by modernizing their content operations with an AI-powered system of record.
By utilizing this as their foundation, CPG brands are scaling confidently, maintaining brand integrity across omnichannel, and leveraging AI safely.
In this guide, we'll explore how a modern, AI-powered DAM like Bynder breaks down today’s common content hurdles and empowers CPG brands to:
- Centralize and govern content at scale to ensure that every digital asset is compliant, consistent, and easily accessible through one AI-powered system of record.
- Scale content creation efficiently with templates, automation, and AI capabilities that empower teams to deliver localized, channel-ready assets faster.
- Analyze and optimize content performance through real-time insights that drive smarter decisions and measurable marketing ROI.
CPG brands that use the full Bynder platform strategically gain the control, speed, and intelligence needed to produce high-performing content for the digital shelf and higher measurable ROI.
A foundational engine to power every digital shelf
For CPG brands, winning the digital shelf requires not only accurate, compelling content but governance and compliance at every touchpoint. Outdated or off-brand product imagery, for example, can misinform consumers, breach channel-specific requirements, and erode brand trust.
Bynder’s AI-powered Digital Asset Management (DAM) platform serves as the system of record for all of your brand’s digital assets, providing the governance, control, and compliance needed to power every digital shelf touchpoint.
Bynder helps CPG brands conquer the complexity and chaos of proliferating content by allowing teams to:
- Centralize every asset within a governed, scalable system of record.
- Embed governance and compliance into every step of the content supply chain.
- Automate the distribution of on-brand, up-to-date content for omnichannel with AI-driven workflows.
- Connect upstream and downstream tools such as PIM, CMS, and commerce systems rooted in a strategically deployed DAM that unifies your entire content ecosystem.
[Before Bynder] There was no cohesive strategy. There were often duplicated assets because when people were searching for stuff and couldn’t find them… this was not only inefficient, but it also created risks and cost us money we shouldn’t be spending.Joao Donato
Senior Director, Product Solution Owner at Molson Coors
How leading CPG brands turn content into a growth engine with Bynder
Edrington uses Bynder to centralize and govern
Premium spirits company Edrington implemented Bynder to replace scattered assets, time-consuming file searches, and inconsistent off-brand content with a centralized, governed system of record that allows its teams to increase productivity by 30%, reclaim over 1,700 manual hours, and reduce the risk of breaching regulatory and compliance requirements.
Real business impact
Following the implementation of Bynder, it is apparent that this solution, above others, provides a reliable and sustainable technology. A resilient and scalable system, it is robust and expandable enough to meet Edrington’s global footprint.Joy Kelso
Commercial Brand Development Executive at Edrington
Twinings uses Bynder to create and scale
Twinings uses Studio, part of Bynder’s Content Operations Solution, to enforce global brand governance while empowering teams to rapidly adapt and localize creative assets for use in 120+ countries.
Bynder DAM’s integrations proved vital for Twinings, allowing it to connect with other systems at scale, while CX Omnichannel helps to automate the delivery of millions of channel-ready assets to a multitude of touchpoints.
Real business impact
With Bynder, we were able to deliver a new French website by gathering assets from Australia, the UK, and America and localizing them to the French style. It looked great and felt authentic to the market.Adrian O’Meara
Global Product Manager for Digital Assets and Information at Twinings
Campari Group uses Bynder to analyze and optimize
Campari Group uses Bynder Analytics to gain real-time insights into asset usage and campaign effectiveness across markets; something its legacy DAM couldn’t offer.
It means that it can continuously evaluate and optimize its content strategy for maximum ROI, while the new levels of visibility support any compliance-related tracking.
Real business impact
We saw the potential in Bynder to gain clearer insights into our marketing efforts and more accurately measure the ROI on our brand strategy and content.Liam Barnes
Global IT Director of Marketing Technologies at Campari Group
A strategic DAM framework for digital shelf success
Step 1: Audit your current content ecosystem
Map out where content lives today, from local drives and shared folders to legacy systems and third-party platforms. Pinpoint duplication, stale content, outdated assets, missing metadata, and other inefficiencies that can slow your teams down or introduce compliance risks.
Bynder centralizes your entire content library into a structured system of record, eliminating fragmentation and creating a single source of truth for brand-approved, compliant, and activation-ready digital assets.
Step 2: Define governance and compliance requirements
CPG brands operate in highly regulated environments where packaging claims, product information, and regional nuances matter. Add the rise of AI-generated content, and governance becomes even more mission-critical.
With Bynder, governance is embedded into every step of the content lifecycle. Role-based permissions, structured metadata, templates, workflows, and automated approvals ensure that only compliant, on-brand assets can be used internally or published externally.
Bynder Governance AI Agent can also be deployed to automatically flag and identify non-compliant content both inside and outside the DAM, protecting your brand against dilution and unauthorized use.
Step 3: Simplify complexities in your martech stack
For CPG brands with complex product portfolios and multiple global teams, content needs to flow easily between systems, at scale.
It’s therefore important to determine which tools your DAM will need to connect to. For example, PIM (Salsify, Akeneo), CMS (Adobe Experience Manager, Contentful), eCommerce (Shopify, Magento), or creative tools (Adobe Creative Cloud, Figma).
Bynder’s open, composable platform and 140+ pre-built integrations unify your upstream and downstream systems to make sure that content moves effortlessly across different teams and channels. In other words, the DAM becomes the operational backbone of your content supply chain.
Step 4: Turn the DAM into a strategic content engine
CPG brands need to think beyond asset storage and work on defining how content will be activated from the system of record to the tools, teams, and channels that rely on it. The goal is to create the best content experiences for consumers on websites, marketplaces, and apps.
Bynder, as your system of record, becomes the engine that delivers these content experiences everywhere they need to live. All while reducing manual effort, saving time, and making sure that only approved, up-to-date assets reach your consumer-facing channels.
Bynder AI enhances this further with capabilities like Natural Language Search and Search by Image, enabling faster file location and boosted levels of asset reuse.
AI Agents take things to the next level by augmenting your workforce with its capabilities; automating repetitive workflows, enforcing compliance, and continually monitoring the content ecosystem to help your CPG brand keep a tight rein on both brand and regulatory compliance.
Step 5: Define success metrics
Tie your DAM goals to measurable KPIs such as faster content-to-market, reduced content duplication, and higher asset reuse.
Bynder Analytics provides real-time insight into asset usage, performance, and ROI, giving your teams the intelligence needed to continually refine and optimize their content strategies and prove marketing impact and digital shelf performance.
Step 6: Identify key stakeholders and champions
A modern DAM touches every part of a CPG organization. Engage your key creative, marketing, e-commerce, and IT leaders early in the process to align on aspects like governance, workflows, and integration needs.
We know from experience that Bynder Champions accelerate user adoption, help maintain alignment across both global and local teams, and help operationalize the Bynder DAM as a strategic system of record, not just a content library.
Build a CPG brand that’s more discoverable, consistent, and competitive
To meet consumer expectations on the digital shelf, CPG brands require more than a digital strategy - they need a content foundation that can support speed, scale, and standout brand experiences across every channel.
Bynder’s AI-powered DAM acts as the system of record at the center of your content ecosystem, turning your content operations into a competitive advantage by empowering your brand to move faster and increase its discoverability across every market.
Leading CPG brands like Twinings, Edrington, and Campari Group already harness Bynder to give them this edge.
Book some time with an expert today, and learn how Bynder can help your brand win on the digital shelf
