Cover Story: Four Publishers Reveal Their App Strategies
In
2012,
book apps
are a novelty
no more. Two
years after the launch of the iPad,
publishers are find
ing ways to make apps an integral part of their brand strategy.
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App development and production is part of an integrated strategy applied to either "master brands" (the overall brand concept, e.g. I Spy or The 39 Clues) or particular key products and services within a brand (e.g. apps or events). To do app development well, Forte says, publishers should define goals for their brands early in the process and figure out how an app can help accomplish this goal.
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James Sturdivant
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