Netflix: Q2 ’07 Update
Q2 2007: Netflix’s Not So Excellent Adventure In August of ’05, I first wrote about the challenge Netflix faces to retain subscribers. […]
Category: Brand Community Media Strategy
Strategies for using content to build brand communities that increase brand attraction, i.e., turning prospects into customers, and customers into enthusiasts for a brand.
Turning Customers into Members
Applying magazine lessons to consumer brands If you build it, they will come, or something to that effect, wrote W.P. Kinsella in […]
Brand Communities, Marketing, and Media
…a marketer’s job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.
Publishing As Branding
Magazine brand management 101 My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you […]
A Case of Magazine Rebranding
Sidebar to Publishing as Branding In 1997, two Miller Freeman magazines faced a dilemma. The market they had served for more than […]