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 […]

Custom Publishing Review: KP’s Partners in Health

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

Colorful and personal Kaiser Permanente (KP) mails a 12-page quarterly newsletter called Partners in Health, offering lifestyle advice and tips for interacting with the KP health system. The piece is unpretentious, colorful, and personal, if unambitious. I recently received the Spring 2007 issue. Printed on a lightweight paper stock, with a simple adhesive binding, the […]

The Business of eBooks

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

eBook basics and business models An eBook is a self-contained electronic publication, typically with pages that simulate a printed book. An eBook may contain text, graphics, hyperlinks, animations, videos, or other multimedia objects. Some eBook technologies include Digital Rights Management (DRM), to protect copyrighted content from unauthorized use. An eBook may be downloaded to a […]

Competing for Consumers’ Dwindling Time

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

The Challenge of the Fourth Dimension by Peter Hutchinson Back in the ’70s, Sandy Denny wrote a song called, “Who Knows Where the Time Goes?” It’s a darn good question. Americans have experienced a steady, three decade-long erosion of their leisure time. The chief culprit is work – people are working longer hours today than […]