The Netflix Brand Attraction Challenge

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

Re-post: This article first appeared March 3, 2006. As home entertainment evolves and subscriber acquisition costs grow, customer loyalty will have a greater profit impact With more than 3 million subscribers (and climbing), Netflix is the leader in online DVD rentals. Founded in 1999 and rising out of the flames of the dot com bust, […]

Custom Publishing Review: Magazine Misses the Healthpoint

Posted 2 CommentsPosted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Publishing Strategy

What good is a branded magazine without the brand? Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding. Then when I looked inside, it […]

Marcomm Integration with Brand Community Media / Custom Publishing

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

How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as advertising, direct mail, customer research, and P.R. – to pursue diverse objectives. A company might develop one marcomm program to keep “at risk” customers from switching to an upstart competitor, another to support […]

Brand-Focused vs. Customer-Focused Content

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

Extend your marcomm portfolio with consumer-focused media Managing a brand requires focus: communicate the brand identity, rinse and repeat. And repeat. And repeat. As you accrue brand equity, you can then broaden the relationship with consumers by carefully extending your brand offerings. By “carefully,” I mean that you must assess whether a new product at […]