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, […]

Publishing As Branding

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

Magazine brand management 101 My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As I read his draft, I was struck by his description of […]

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 […]