Eventually, you’re going to come across assets that simply don’t live up to your standards. Just because you have an asset live, doesn’t mean that it’s actually doing its job or adding anything to your brand position. Where that is the case, you have a choice to make – update it to fit your content goals or pull it out of service.
If you’ve done a great job with step two, it should be easy for you to judge whether an asset is on-brand or not. What could be trickier is finding out why an asset is underperforming. If you’re not sure, try tracing the lifecycle of the asset; find out who made it, who’s managing it right now and pull as much data as you can find on its performance.
Ultimately, you might discover that it’s just not worth keeping an asset live. If that’s the case, you’ll need to take it out of circulation. However, don’t toss it in the trash – every failed piece of marketing collateral is an opportunity to learn more about your audience. Make sure you archive it somewhere safe and file some notes on why it didn’t perform to expectations. Those learnings could be invaluable to you further down the road.