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Bricks to Clicks: Why Some Brands Will Thrive in E-Commerce and Others Won't by David Feinleib

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© David Feinleib 2017

David Feinleib, Bricks to Clicks, 10.1007/978-1-4842-2805-0_5

5. Activate Your Brand Content

David Feinleib

(1)San Francisco, California, USA

“Content is king.”

—Bill Gates

After many months of discussion, I was sitting with the senior vice president of e-commerce at the New York offices of one of the world’s largest consumer packaged goods (CPG) companies. The goal of the meeting was to figure out whether our platform (called the Master Catalog ) would meet their needs for a product information management (PIM) system . Their images, videos, product descriptions, and other brand content files were spread across local hard drives, Google Drive, file servers, and legacy content management systems. It was everywhere—and nowhere. ...

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