Why Brand Managers Fail (and How to Get Back in the Driving Seat)

This is a guest post from Michael Weissman.

Companies make huge investments in brand marketing — nearly $500 billion globally each year — to communicate as effectively and beautifully as possible.

But as soon as they distribute their brand content to resellers, blogs, social media and other online outlets, the content becomes out-of-date, old content gets reused and/or new content gets misused. In other words, it’s one hot mess.

Why is this happening?

Managing distributed content is expensive. It...