A Case of Magazine Rebranding

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Publishing Strategy

Sidebar to Publishing as Branding In 1997, two Miller Freeman magazines faced a dilemma. The market they had served for more than a decade was rapidly consolidating. DBMS and DBPD both covered the database software market. (The “DB” in both of them stands for “Database”). The trouble was that while databases were more critical than […]

Brand Echo: Transmitting Brand Preferences

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy

Transmitting brand preferences through the ages Despite my mother’s insistence, I could not for the life of me find a significant difference between Heinz ketchup and generic house brand ketchup (or is it CATSUP?!), except for the price. Even today the 64 oz. Heinz bottle costs $4.75 while the same sized ShopRite bottle costs $3.85 […]

Custom Publishing Review: Fidelity Mag Redesign (An Update)

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review

Getting better all the time The new, redesigned Fidelity magazine (dated May 2007) just arrived in my mail. In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not pitching Fidelity products) first would result in deeper […]