Correspondence: Michael Moon, GISTICS Inc, 4171 Piedmont Avenue #210, Oakland, CA 94611, USA. E-mail: info@gistics.com

¹is President of GISTICS and a lecturer and leading authority on digital asset management, automation of marketing services and multichannel brands. He has delivered more than 300 keynotes, presentations, executive seminars, workshops and web-based seminars around the world. His book Firebrands: Building Brand Loyalty in the Internet Age has been published in 13 different languages. He also conducts primary research through surveys and one-to-one interviews. Michael and his team advise international-brand corporations on multichannel strategies for brand management and digital asset management, including Amway, Boeing, Disney, Frank Russell Company, Gap, General Motors, FCB, Hallmark, Hasbro, Leo Burnett, Nokia, Sanoma WSOY, TeliaSonera, Thomson Corporation, VF Corp and Warner Bros.

Abstract

XML publishing is a way to transform your content into meaningful tags, meaningful schema that can be read by any receiving system. So by translating your content into XML, you're making your content truly neutral. And the tags that surround it — the schema that surrounds it — is schema that can be interpreted by a number of different systems. So the key is to be able to create your content once and publish it many times — and this has only recently become achievable through XML publishing.