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.
Active discovery—where customers know to specifically seek out your content—requires branding.
The Need for Branding
With a seemingly infinite wealth of information available, the task of separating signal from noise, or expertise from the alluring charm of ignorance, becomes paramount. Search engines don't do the job. Amazon doesn't do the job. These are both flat content ecosystems—in which everything, regardless of quality, sits on the same horizontal plane. The dreck doesn't sink. The gems don't shine. When the search box rules, you need to give your customers a reason to search for your content. Branding is the key to establishing the trust and providing the necessary impetus.
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J.S. McDougall
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