Live by the rules


How 4 brand rules could help your title become more profitable


A company’s brand is its most valuable intangible asset. History shows that having clear focus, making investments in brands, being committed to renewal, and growing from the core all help to strengthen brands and get them through difficult times. But these principles are not the exclusive domain of the world’s most recognisable names.


Brand principles remain just as relevant for publishers looking to become more profitable, as they are for today’s global giants. Here are some suggestions on how publishers can learn from these successful businesses and apply some key brand rules to enhance their titles.


Brand rule 1: A clear focus Global Viewpoint:


In the past two years, Zara has surpassed Gap and H&M to become the leading fashion retailer. What is Zara doing right? Focus. Best known for supply chain innovations that bring new fashions to market in lightning-fast time, Zara has a clear vision for what the brand must deliver: styles that are fresh off the runway, a constantly changing assortment that gets customers excited to shop often, and rapid inventory turnover that gives customers a sense of urgency to buy quickly before stores sell out. Everything Zara does supports this vision.


Publishers’ perspective:


In other words, be focused on your title Whether you’re a multi-national company, a humble printer like us or a publisher working hard to promote a title, the principles of brand development remain the same. Publishers need to be focused on what they want to achieve, have faith in their understanding of their business – and their readers – and never falter.


Brand rule 2: Invest more, not less Global Viewpoint:


Do you want an iconic global brand? Then never stop innovating. A precedent was set in the late 80’s-early 90’s recession when Nike was a secondary player in its market. Unlike Reebok, which cut costs to survive the recession, Nike took an aggressive approach, tripling its marketing investment, strengthening its brand, and growing sales from US $270 million in 1985 to over US $3 billion in 1991. By the end of the recession, Nike’s profits were nine times higher than before it began.


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Publishers’ perspective:


The message is, it seems, invest for the future Reebok may seem a world away from the everyday challenges that publishers face with their titles, but look closer and they’ll see similarities. Especially when it comes to investing in their business, be it marketing, product R&D, technology, training, or customer research. For every business large or small, investment is the lifeblood, the future. Invest wisely and regularly and publishers reap the rewards.


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