9 Executives On What Would Happen If Their Brands Vanished
If your brand went away, would anyone notice or care?
We at Folio: have been asking periodic questions of c-suite executives in magazine media. We've been publishing the responses verbatim on our web page and in our magazine. Our latest installment is this question:
We live in a world of hyper competition among traditional players, new digital players and advertisers communicating directly with our audiences. With social media and "TV Everywhere," audiences are massively distracted and have more choice than ever. If your brand went away, why would anyone care? What makes you unique and unduplicated?
Here’s a disparate collection of frank and illuminating responses. Click through to see the commentary.
What makes our brand essential in the market is the surgical functions performed by our content team. This is true of any good b2b brand in this day and age, though it is applies to consumer products I am a reader of as well. Great content teams clearly understand their purpose and they perform their functions well. Now, more so than ever before, readers in any given industry segment need the content team to understand the key issues facing the readership. Once those issues are clearly understood (and in many cases they can change rapidly due to changing technologies) it is the content team’s responsibility to venture forth, seeking answers to questions and solutions to problems that lie at the core of the issues. As the question implies, there is no shortage of information out there, to be sure. Some of it is right on the money, some slightly off, some simple marketing hype, and some just plain dead wrong opinion. Our job is to interpret the information we uncover, fact check for validation, prioritize it, and present it in a meaningful way so that the reader can quickly grasp concepts, methods, and technologies that impact their day to day operations, solve their problems and become more effective businesspeople.
Today’s media mechanisms have made it easy for anyone to communicate a message to the masses. From the reader’s perspective those messages may or may not have credibility and value, depending on the source. We find that our readers continually turn to our trusted brand (both in print and digital editions) to find valuable solutions, ideas, and inspiration. If we pulled the FDMC brand out of the wood products manufacturing industry, there would be an enormous hole to fill in the hearts and minds of our loyal readership.