Special Report: Identity Publishing
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Branding is becoming increasingly important, explains Wind, as a way of convincing the consumer that a product has characteristics they value and is worth purchasing. And yet, he says: "Publishers have not done a good job in terms of branding." With just a few exceptions (Wind mentions the Oxford English Dictionary as one), publishers rely on their authors to be their brands, which makes it hard to develop a consistent message that reflects the mission of the house as a whole and distinguishes it from the competition. "When you look at publishers you don't see a clear identity in terms of what types of books or authors or what sorts of a experiences you as a consumer or as a reader can expect."
- Companies:
- Apple
- Pearson Education
- Wharton School
- People:
- Jerry (Yoram) Wind
- Lynn Rosen