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Evolution of a superhero

As a marketer, it is one of our tasks to safeguard brand identity. Do we use our logos in the same way, do we use the right logo, things we find important. Our brand must remain recognizable, right?
But don’t we stress too much about it? A good logo is still recognizable, even if it changes over time. Batman can teach us a lot about this, look once more to this poster. Funny how it’s logo changes allmost every year and we still recognize it, isn’t it?

One DAM Book Worth Reading

The implementation of a digital asset management system is a major undertaking for most organizations. At a minimum, implementing a new DAM system will require many people in your organization to learn to use new technology and probably make at least some changes in how they work. Those individuals who are responsible for leading the DAM initiative have the additional burden of planning and managing the project, selecting the DAM software, and winning the support of both senior executives and prospective users.

There are plenty of resources available to help managers navigate the DAM planning and implementation process, but most of those resources address specific aspects of a DAM project (software features, taxonomy, metadata, etc.). Most don’t provide a “big picture” view of what is needed to make a DAM project successful.

DAM Survival Guide (2012) fills this gap and provides an important and valuable resource for those who are responsible for planning and executing a DAM project. Early in the book, the critical point is made that successfully implementing a digital asset management system involves much more than buying and installing digital asset management software. Throughout the book, the author David Diamond emphasizes that people, processes, and policies are equally important to DAM success.

Read More…

Lorem Ipsum Dolor Sit Amet

Cicero. Imagine him contemplating about pain, pleasure, the emotional, the physical. Taking time and effort to write down his thoughts and creating a work that would last for centuries, he probably would never have imagined some of his words to become the printing industry standard.

All was fine for the first 15 centuries but then an unknown printer took a selection of “de Finibus Bonorum et Malorum”, he randomized it and created a dummy text that would last for another 500 years. Not something to be proud of as a philosopher. Things got even worse in the 21st century when people got tired of the standard Lorem Ipsum and started creating Cupcake Ipsum, Gangster Ipsum, Lebowski Ipsum and Tuna Ipsum.

Lucky for us, nowadays a wide selection of marketing software is available to help us manage content, making sure it is created and controlled by the right people, delivered to the right audience, at the right time, using the right communication channels.

At Marketing Governance we are always looking for new software to add to our vendorlist. If you are a software vendor and think you should be on the list, send us an e-mail

Marketing meets IT in Hannover

For the first time in history, Marketing will have its own area on this year’s CeBIT, the world’s largest trade fair showcasing digital IT and telecommunications for home and work environments.
Initiated by BrandMaker, a special “Marketing meets IT” booth will host multiple providers presenting their solutions and it will offer professionals a forum to exchange about topics such as Marketing Resource Management and Marketing Process Optimization.

The CeBIT will take place in Hannover from March 5 to March 9. The special “Marketing meets IT“ display area is in Hall 6, Booth C08/120, adjacent to the corresponding special areas for Customer Relationship Management and Business Intelligence.

What is Operational Marketing Excellence and why should you care?

It is likely that your marketing team spends a lot of your annual budget, and chances are that you won’t be certain that it gives you best value for money. Operational Marketing Excellence is all about giving you a better return for your investment in marketing.

This 90 second video by Aprimo explains what Operational Marketing Excellence is all about:

  • Improved ROI
  • Efficiency, Reliability and Speed
  • Reduced Risk
  • Improved Performance

10 Distributed Marketing Trends

Distributed marketers are not only presented with ever changing markets, technologies and needs but they also need to manage local marketing teams and field reps. If this is you, these are the 10 trends for 2013 you need to watch, according to Saepio:

  1. Opt in Campaigns
  2. Big Data in Local Bites
  3. Increased Focus on Analytics
  4. Local Mobile Communications
  5. Local Augmentation to Loyalty Programs
  6. Local use of Social Marketing Matures
  7. Point of Sale Advertising Importance Grows
  8. Customer-Driven Local Marketing
  9. Content Marketing Moves Local
  10. Word-of-Mouth Marketing Sees Support

The Power of Social Media

Social Media has led to a change in power within the marketing landscape and organizations need to be prepared. Not only consumers but also different kinds of interest groups (e.g. activists) find each other and create common grounds to be shared and discussed using ever changing channels. By increasing in size and sentiment, interest groups gain influencing power and become more and more relevant for the organizations they relate to.

For those organizations to be in control it is important to have policies and online strategies in place but as the social environment is highly dynamic and as it may be defined more by topic rather than by use of certain channels, a standard approach probably is not the way to go and you will have to find out what works for you and your specific situation.

This report by Useful Social Media and Ethical Corporation contains case studies from companies such as Coca Cola, Nestlé, Shell and Unilever which may help you to define or finetune your own social strategy.

Now Hiring: CMTO

Job requirements: Analytical, creative, number driven and tech savvy. At least 15 years of experience (senior management level) in product management, sales management, distribution channel management, marketing communications, advertising, promotions, pricing, market research, customer service, corporate communication, campaign management, supplier management, loyalty programs, database marketing…and the list continues.

And this is only for the CMO back in the old days. Curious about what your job will look like in the near future? Have a look at this infographic by John Koetsier on

A Marketer’s Lifeline

Corporate marketers find themselves in increasing challenging environments characterized by too many demands and too few resources. An annual survey by Saepio showed that a more efficient internal workflow is regarded as a top benefit by marketing managers, just ranking below brand control, speed to market and campaign management.

In their recent whitepaper, Saepio shows that increasing the efficiency of marketing operations via marketing asset management can be a powerful way to save time, to save money and to get more out of resources, thus “breathing life back into marketers”.

Find the full blog and Saepio’s whitepapers here.

Selecting Marketing Technology

Over the years we have executed, coordinated and evaluated numerous DAM and MRM software selection processes.

What we have experienced is that in many “first wave marketing software selections” ( = limited experience with marketing technology and not replacing existing marketing software) , it is often the IT department or procurement department coordinating the selection. Criteria are often related to server requirements, security and price.

In these instances the business criteria remained very high level and even with a scorecard the outcome might be dubious. The business needs to have a thorough understanding of the business problem and the functional requirements overcoming those problems.

Jacob Morgan, co-founder of Chess Media Group, a management consulting and strategic advisory firm on collaboration, created a handy list of 8 evaluation areas which help you allocating the different selection variables to the correct stakeholder.


Make sure the different stakeholders in your marketing technology project deliver their part of the criteria and don’t let it solely turn into a IT or procurement show. Also make sure you have somebody in the team who knows how to gather proper business requirements. It is time and money well spent.

Read the full article on software evaluation criteria here. Pick your long list of vendors here. If you believe you can work on the business requirements after the selection process click here.