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 […]

Custom Publishing Review: REI Gearmail

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

The unrealized potential of content I suppose there’s something to be said for minimalism in marketing communications. Keep it simple. Get to the point. Get out of the way. Case in point: Gearmail, the email bulletin from Recreational Equipment, Inc. (REI), the outdoor specialty co-op/retailer based in Kent, Washington. Gearmail seems to arrive about once […]

Deconstructing Content

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

Maybe the medium isn’t the message after all. Whether you work in a publishing endeavor or in a marketing communications department, you must address the same basic trend: information consumption is becoming increasingly fragmented and customized, with consumers cherry-picking content in terms of both medium and message. Technological innovation drives this fragmentation, as we can […]