Special Report: The Brand's the Thing
While at Interweave, Koenig oversaw the company's ecommerce division. During his time with the company, they built their brand by establishing digital communities based on their niche crafting topics—knitting, beading, quilting, etc. In each of these communities, Interweave—the company—was represented by no more than a logo in the corner of a web site. The brand built was not Interweave. The brand was the community.
Interweave's knitting audience grew underneath the KnittingDaily brand—with strongholds at a blog (knittingdaily.com with 150,000 unique visitors per month), on Facebook (with 50,000 members and 5,000 current conversations), on Twitter (with 4,000 followers), on Pinterest (with 1,960 followers), and so on. Interweave collected knitters from around the web and built an interested, engaged and enthusiastic community of knitters under the—now very valuable—KnittingDaily brand. This community is now the perfect sales—and promotional—channel for the company's knitting books and content.
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