Special Report: The Brand's the Thing
As Wikert says, branding will only grow to become more important. "[Branding is] critical, maybe even more so in the digital age as there's so much noise to rise up from. [Too many] publishers never really became destination, household brands. That will cost them in the ebook world as they'll have a hard time creating a direct channel and will be forever dependent on retailers like Amazon."
Content branding is a new art for many publishers, and one at which many will need to improve—whether on the niche, company or community level.
As readers seek symbols of quality in the new digital distribution system, publishers will become ever more adept at communicating their value—and capitalizing on it. BB
Related story: Identity Publishing
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