E-marketing Strategy: Does Your Brand Mean Anything to Anyone?
To date, very few publishers have been able to successfully create a brand that "means" anything to readers. Most publishers have never spent much time on brand-building beyond stamping their logo on a book's spine, and therefore their names and logos connote nothing to their products' end users other than, perhaps, "book." Right now—during this digital avalanche of self-published content that's falling on our heads—is when readers most need to see established symbols of expert, edited, quality content. Readers are looking for clues that will help them to separate wheat from chaff—both online and on the shelves. Publishers have an opportunity, now, to build brands that fill that need.