Between PIM, DAM and Publishing: Why Good Content Matters More Than the Next Tool

The most powerful levers in everyday publishing are often the smallest ones. And yet, they’re almost never what anyone pays attention to. They’re too unassuming for strategy papers, too mundane for grandannouncements, and too effective to continue ignoring. Those who recognize them don’t just change processes — they suddenly transform the quality of everything that comes out of them.
  
This presentation demonstrates why reliable product communication and good content don’t come from the latest tool, and why “garbage in, garbage out” means far more than just poor data. The focus of this presentation is on practical, real-world levers: reliable guidelines, harnessing employee knowledge, and a more conscious approach to assets and distribution channels.

This is deliberately not about yet another promise of transformation, but about levers that can actually make a difference and the question of how existing content can be turned into better data and better content. This is a presentation about what is often overlooked in practice and what ultimately makes the difference.

Carsten Kunz

Carsten Kunz is Product Data Manager at Dornbracht and has more than 30 years of combined experience in publishing, catalog production and product communication, including over 20 years of practical experience in automation and system-supported publishing. At the intersection of PIM, DAM, publishing and AI-powered content processes, he develops robust data structures, clear rulesets and scalable workflows that make complex product information consistently usable across all channels.