Tim O’Reilly’s Exclusive Interview with Book Business Extra on How O’Reilly Media Built Its Computer Technology Book, Web and Conference Brand
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Jim Calder
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So as time progressed O’Reilly Media refined its idea of what an animal book meant and practiced the technique of preserving its brand image.
“We stretched it and grew it, but kept a strong sense of its core value proposition,” he says. “And that was what made it so valuable. Our competitors cheered every time we published a book without an animal, because they thought we weren’t using our brand advantage, but they didn’t get it. We were preserving our brand advantage, by making sure it meant something.”
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