Special Report: The Brand's the Thing
In the age of digital content discovery, creating symbols that signify quality content is more important for publishers of all sizes than ever before.
Wikert asks in his Dec. 10 post to the Tools of Change blog, "Who goes into a store looking for the latest book from Penguin or Random House? Nobody." While this may be an overstatement—Penguin is perhaps the most recognized brand of the Big 6)—it's one not meant as a slight against Penguin or Random House, merely an observation of structure. Think of it this way: No one walks into a convenience store looking for a Unilever product—they walk in looking for the Unilever-owned brand Ben & Jerry's. Similarly, a person may not sit down to their browser to search for a Wiley product, but they do, however, seek out a book from Wiley's For Dummies series.
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J.S. McDougall
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