Branding experts Interbrand impart


advice for publishers Here Josh Feldmeth and Helen Isakovich of global branding giants Interbrand give their own unique perspective on building a brand out of recession.


Despite tremendous economic pain, there exists within the crisis an opportunity. It is the permission to change, the necessity to innovate, and the potential to find new, more robust undergrowth beneath the current fallout zone.


Interbrand (www.interbrand.com) is the world’s leading brand consultancy that offers a comprehensive range of services and authors the annual ranking of “The Best Global Brands,” published by BusinessWeek, combining the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design.


Brand rule 3: Consistently committed to renewal Global Viewpoint:


Publishers’ perspective:


By now the GM eulogy is common knowledge: from Fortune one, to bankruptcy; from 50 percent market share, to somewhere behind Toyota. But even bad medicine is still medicine, and the crisis of 2008 was just what GM needed to put its now-smaller house of brands back in order. For its next move, GM should look to Toyota, a company that not only eclipsed GM as the largest auto company in 2008 but also a brand that lives the principle of renewal.


It’s the same with publishers – the successful ones always question what they do It’s not just the sleeping giants that rest on their laurels and get overtaken by their competitors. Smaller businesses can fall into that trap too! Successful publishers never stand still. They always question everything they do. They’re innovative and never stop searching for those new ideas that will add fresh impetus to their titles.


Brand rule 4: Grow from the core


Global Viewpoint: Faced with a crisis, McDonald’s was forced to re-evaluate its core as “I’m lovin’ it” did not explicitly deflect the image of overindulgence. McDonald’s responded by articulating a core brand idea. “Forever Young” expresses the classic McDonald’s promise – good foods, delivered quickly, that keep consumers feeling young. But it goes further by giving the brand permission to translate that promise into something more relevant for today – fresh salads, new store formats, and better coffee. McDonald’s has successfully evolved because it grew from the core.


Publishers’ perspective:


So, publishers should adapt to meet their readers’ ever-changing needs Publishers should never forget their core business – after all, it’s what they do best – and they should always remain true to their principles, but should not be afraid to redefine their objectives in order to move with the times and give their readers a modern, fresh and relevant product. Building from the core means building on one’s strengths, staying true to what you believe in and adapting to the changing world.


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