BCM Research Entering Last Phase

I’m almost there with my next Vendor Selection Matrix. I’ve been researching the top twenty vendors named by business users who have automated their Brand Content Management process.

This is an important marketing process which matures from 1) a basic desire to manage all digital branded assets in a central repository to ensure consistency; through 2) actively leveraging content into marketing programs and channels; to 3) the management of all brand messaging across the company, from corporate brand to the individual messaging statements around products. Companies working in a more distributed (sometimes called local) marketing environment deploy Brand Content Management systems to manage content across all their internal organizations, subsidiaries, and/or all business partners.

We had presented the users with a list of 36 possible vendors. I have now collated the respondents’ scoring and user feedback on the twenty vendors named the most, spoken with many of the vendors and written profiles for each of the top ten vendors in the matrix. The last phase is that of fact-checking – giving the vendors one last chance to review my commentary and correct me if necessary.

The top ten list is really interesting. Just as the VSM for Marketing Lead Management mixed up marketing automation vendors with business process automation tools, users have named several software vendors (three with “Brand” in their name) but also the software tools provided by a couple of marketing agencies. There are several European vendors highly listed in this global survey.

The twenty vendors reviewed in the matrix are as follows: Adobe, Ansira, BrandMaker, BrandMuscle, BrandSystems, Bynder, Capital ID, Celum, Censhare, Code Worldwide, Episerver, IBM, MarcomCentral, Northplains, OpenText, Pica9, SAS Institute, Vya, Wedia, plus open source solutions. I plan to publish in December.

Always keeping you informed! Peter