September 12, 2007

Want To Build A Better Brand? Plan For MAM

Marketing Asset Management Provides The Foundation For Compelling Brand Experiences

by Lisa Bradner

with Cliff Condon, Sarah Glass

Executive Summary (This is a document excerpt)

As marketing channels proliferate, marketers face challenges creating and delivering their brand consistently regardless of medium. By creating a central repository for brand assets, managing how those assets are used, and delivering them to teams inside and outside the company, marketing asset management (MAM) provides marketers with the foundation for great brand communications. In the future, MAM will help marketers deliver targeted content to customers in real time. Marketers looking to implement a MAM solution should look for vendors that can support them with robust tagging, search, and execution technologies and challenge those vendors to integrate tools and technologies that expand the future role of MAM.

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