SAN FRANCISCO, December 31, 2013 — San Francisco, synonymous with technological innovation, is where Brand.com will be making a major investment in 2014. The company, known as the leader in online brand management, has an ambitious strategy for growth. That growth will come in the form of an R&D center in San Francisco.
Mike Zammuto, CEO of Brand.com, discusses the move, the Bay Area talent pool and why they are investing in their Command Center.
How has Brand.com fostered technological and product innovation?
Brand.com builds a culture around innovation. Leadership needs to set the tone. We have to set big, audacious goals and we push very hard. We reward innovation by demystifying and publicly valuing it. We openly celebrate the failures as well as the successes. As soon as companies start focusing more on protecting what they have than what they need to build then the culture of innovation is lost.
A lot of people want to settle into a groove and keep doing what is working. We force ourselves to continually build new capabilities. Being a growth company actually helps that. When you are doubling size every few months it is easy for people to understand that what works today won’t work in the near future.
We worry about every new hire, which is harder and harder to do as you get bigger. We grill people on our strategy and plaster that strategy and our core values all over our walls. Ultimately, innovation is about attracting the right people and then rewarding them for jumping out of their comfort zones.
Why is San Francisco a great resource for talent?
We are planning in 2014 to have the largest increase in R&D for the Brand.com platform and our Command Center services in our company history. The Bay Area is home to many leading technology, internet and social media companies and so the talent pool there has a lot of experience building large scale, global, distributed platforms.
What lead to the expansion to San Francisco and what will change as a result for Brand.com?
The spinal cord of our strategy is the Brand.com Command Center platform. It connects everything together and is how we are able to leverage technology to solve problems in all new ways. It also connects together our internal systems and processes into carefully integrated workflow that has helped us to grow efficiently. The San Francisco R&D center will get us access to talent that will help us tackle all new problems. 2014 is the largest expansion in R&D in the company’s history.
How are you positioning brand.com against competition?
Brand.com is the top rated Online Brand Management in the world. The investments we have made in technology and people are what set us apart from our competition. We look forward to continued growth in 2014.
What is your target market, the profile of your average customer?
Our average customer is a medium to large sized business as well as high profile consumers with online notoriety. Our client base includes fortune 1000 companies, politicians, athletes, and celebrities.
San Francisco continues to be a destination for top talent and companies. Mike Zammuto and brand.com will look to be another Bay Area success story in 2014.
Jeff Barrett is an experienced columnist and business leader. He has been named Business Insider’s #1 Ad Executive on Twitter, a Forbes Top 50 Influencer In Social Media and has contributed to Technorati, Mashable and The Detroit Free Press.
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