Data-Driven Content Management

Many of you who are involved in packaging and consumer branding will be at least loosely familiar with the term content management or possibly the acronym ECM (enterprise content management). These information systems house and often control a wide variety of information relating to the inner workings of a business, or, as I'll explain, can hold information pertaining to the "outward-facing" worlds of packaging, marketing, and Web-presence. However, the acronym could also written ECm, because there is frequently a great deal of enterprise content without much management.