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Meet your new brand manager
No, it's not a person -- it's your content management system. A few CM vendors now tout "brand management" as an offering in the ECM suite package. Recently a group of practitioners gathered at Babson College's Center for Information Management in Waltham, MA to discuss CM and the Brand Experience. Brad Scott of branding and design consultancy Landor Associates made a particularly strong argument: why deliver a brand without the tools to manage it? Landor is ahead of the curve, delivering not only compelling brand elements but having the foresight to skin and customize DAM tools (in this case, Interwoven's MediaBin), empowering their customers with the ability to render brand elements in different sizes and formats as well as to muliple channels. How else will technology vendors and smart consultancies use ECM technology improve the end customer experience? Stay tuned, more about that in these pages soon...
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