Marc Benioff, founder of Salesforce.com, posted an article on Techcrunch today titled “The Facebook Imperative“. In it he writes about what drove him to found Salesforce.com:

I quit my job at Oracle in 1999 because I couldn’t stop thinking about a simple question: “Why isn’t all enterprise software like Amazon.com?”

More than a decade after Benioff asked himself this question, it is still timely. Why is so much enterprise software ugly and difficult to use?

Benioff had a point and Salesforce.com has been a firebrand for Software as a Service since 1999 – and still is.

Benioff’s phrase sounds like a mission statement for Brand Capital: Software that makes Brand Asset Management as easy and painless to use as Amazon.com.