ENTRIES TAGGED "branding"

Moving from industry brand to household brand

Giving consumers a reason to buy direct

At last year’s BEA I heard a Big Six executive state that her company didn’t want to build a direct consumer channel because they’re totally happy with their retail partners. She said it as though the two channels are mutually exclusive. They’re not, of course, and any publisher that isn’t working on building a robust direct-to-consumer channel is missing out on an enormous opportunity.

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Publishers Need to Get In on the Conversation

Kassia Krozser has a Cluetrain-like manifesto for publishers. From Booksquare: It's time to get your hands dirty, to dig into the real-world conversation. It's a weird thing, and sometimes awkward and uncomfortable, especially if you're accustomed to public relations-speak and the cheerleader behavior that accompanies marketing messages. When you talk directly to real people who read and buy books,…

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Band to Release iPhone Album App

Snow Patrol and its label Fiction/Polydor will release an interactive iPhone/iPod Touch application to coincide with the band's next album. From Music Week: The application, which will be downloadable online, will enable fans to access a raft of extra content including artwork, behind-the-scenes images and lyrics via the touch screen of their handsets, marking the first time a music…

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"Lost" Builds Community through Book Club and Web Games

Intricate Web games and the new "Lost" book club are excellent examples of the community-building moves content creators can use to engage their fanbases.

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Artist Brand Building: An Idea Born from Free Debate's Middle Ground

Two analysts with opposing views of free models both see a way for traditional content companies to adapt: help creatives build their personal brands.

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Mistake Shows Need for Clear Communication in Piracy Discussions

The importance of clear communication around the murky topic of piracy is highlighted after my first impression of an executive's comment proves incorrect.

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