Perfect Sense rebrands as Brightspot

Brightspot is the Content Business Platform created by Perfect Sense, a product and services company founded 12 years ago. This week, Perfect Sense takes the name Brightspot.

“A singular name is important,” co-founder and Chief Customer Officer Lisa Beaudoin told us. Will she miss the name Perfect Sense? “I’m not going to miss the confusion of having to explain the difference between Perfect Sense and Brightspot.”

Originally for publishers. Perfect Sense started out offering a CMS for editors and publishers, to which was added digital asset management with federated search, and an assignment workflow desk. The move to calling it a Content Business Platform signaled an attempt to broaden the customer base. “As I look to the future, we can support anyone in the content business,” said Beaudoin.

In recent years, Perfect Sense had also been offering Brightspot CMS for Government, but Beaudoin said they were moving away from that sector. “Private keeps us busy.” Brand clients include Walmart, Sotheby’s and Mattress Firm.

Headless makes sense. Beaudoin explained that Brightspot is agnostic as to front-end. “Some companies have very specific integration requirements, so having a headless infrastructure makes sense.” Traditional CMS infrastructure was designed to support websites; headless CMS is not tied to any particular output, but renders content as data to any device or channel.

Beaudoin does warn that “headless” is currently a buzzword. They receive inquiries about it from clients who just need content management for a traditional website, she said.

Why we care. Content overload, especially on digital channels, has been a talking-point for several years. Brands which want to be heard above the noise need to have a seamless content creation and distribution system. Brightspot is one of the vendors in the race to provide that.

About The Author

Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Channel: Martech: Content – MarTech Today

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