How five leading brands structure their content teams and processes

Structuring brand publishing teams and creating effective processes and workflows is a challenging task. Brand publishing is an evolving discipline, and in many cases, a relatively new and unfamiliar one for companies.  There is no clear consensus on which approaches work “best.” Depending on the company and its specific goals, brand publishing executives may operate independent, siloed newsrooms with teams of specialists, or they may operate omnichannel groups that work across the organization, trying to make all content feel consistent. But well-structured content groups can take publishing operations from good to great; they’re likely to operate efficiently and generate better ideas and results, especially in a resource-lean environment. We asked executives from five ma