Friday, February 18, 2011

Magazines as brands: 1 tip

"Magazines are brands" has become a mantra among editors and publishers. My students hear it all the time from well-placed and successful industry visitors. Felix Dennis says it, so it must be true.

And it is.

But it is important to remember that being a brand, per se, is not a sufficient condition for success, however you judge that slippery concept.

That's why this quote from a marketing newsletter is so relevant:

... a good lesson for brands. The truth is, consumers really are not that into you. They are into what you can do for them. And so what? Is it necessary for a brand to be loved -- or just well-used? 
In context this does not refer to magazines, it's about a wine promotion, but nevertheless the few minutes it takes to read the whole post will be minutes well spent:

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