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Past Brand Community Media Strategy Features
Magazine Misses the Healthpoint
What good is a branded magazine without the brand?
Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding....
What good is a branded magazine without the brand?
Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding....
Healthy Pet: A Perfect Balance
A Perfect Balance
Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it's time for Joey -- my cat -- to come in for a...
A Perfect Balance
Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it's time for Joey -- my cat -- to come in for a...
Netflix: Q2 2007 Update
Q2 2007: Netflix's Not So Excellent Adventure
In August of '05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years...
Q2 2007: Netflix's Not So Excellent Adventure
In August of '05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years...
Fidelity Mag Redesign: An Update
Getting better all the time
I just received the new, redesigned Fidelity magazine (dated May 2007). In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not...
Getting better all the time
I just received the new, redesigned Fidelity magazine (dated May 2007). In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not...
Fidelity Magazine: Could Be Great
...by putting readers first
Fidelity Investments produces a colorful 32-page branded magazine. Delivered quarterly, Fidelity is jammed cover-to-cover with a mix of Fidelity-focused features and departments, along with a few general interest investment-oriented articles. I read the recent Nov. 2006 issue, and found some...
...by putting readers first
Fidelity Investments produces a colorful 32-page branded magazine. Delivered quarterly, Fidelity is jammed cover-to-cover with a mix of Fidelity-focused features and departments, along with a few general interest investment-oriented articles. I read the recent Nov. 2006 issue, and found some...
Rules of Engagement
Measuring the value of "engagement" as a media planning metric
In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to mean the quality of a consumer's experience of a publication, with the clear implication that the greater the engagement, the greater...
Measuring the value of "engagement" as a media planning metric
In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to mean the quality of a consumer's experience of a publication, with the clear implication that the greater the engagement, the greater...
Netflix: Q1 2006 Update
Netflix controls subscriber acquisition costs and blasts new sub acquisition into orbit
Last August I wrote about the challenge faced by Netflix to retain subscribers as new subscriber acquisition costs grew. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix was projected to churn more than half of its subscribers...
Netflix controls subscriber acquisition costs and blasts new sub acquisition into orbit
Last August I wrote about the challenge faced by Netflix to retain subscribers as new subscriber acquisition costs grew. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix was projected to churn more than half of its subscribers...
Deconstructing Content
Maybe the medium isn't the message after all
Whether you work in a publishing endeavor or in a marketing communications department, you must address the same basic trend: information consumption is becoming increasingly fragmented and customized, with consumers cherry-picking content in terms of both medium and message. Technological...
Maybe the medium isn't the message after all
Whether you work in a publishing endeavor or in a marketing communications department, you must address the same basic trend: information consumption is becoming increasingly fragmented and customized, with consumers cherry-picking content in terms of both medium and message. Technological...
Brand Community Media Profile: REI Gearmail
The unrealized potential of content
I suppose there's something to be said for minimalism in marketing communications. Keep it simple. Get to the point. Get out of the way. Case in point: Gearmail, the email bulletin from Recreational Equipment, Inc. (REI), the outdoor specialty co-op/retailer...
The unrealized potential of content
I suppose there's something to be said for minimalism in marketing communications. Keep it simple. Get to the point. Get out of the way. Case in point: Gearmail, the email bulletin from Recreational Equipment, Inc. (REI), the outdoor specialty co-op/retailer...
Brand Communities, Marketing, and Media
How brand community media enhances marketing effectiveness - a Terrella Media White Paper
"Brand community" is the term social scientists use to describe like-minded consumers who identify with a particular brand and share significant traits, which researchers Thomas C. O'Guinn and Albert Muniz describe as "shared consciousness, rituals, traditions, and a sense of...
How brand community media enhances marketing effectiveness - a Terrella Media White Paper
"Brand community" is the term social scientists use to describe like-minded consumers who identify with a particular brand and share significant traits, which researchers Thomas C. O'Guinn and Albert Muniz describe as "shared consciousness, rituals, traditions, and a sense of...
The Netflix Brand Attraction Challenge
As home entertainment evolves and subscriber acquisition costs grow, customer loyalty will have a greater profit impact
With more than 3 million subscribers (and climbing), Netflix is the leader in online DVD rentals. Founded in 1999 and rising out of the flames of the dot com bust, Netflix has earned a place among the country's top home...
As home entertainment evolves and subscriber acquisition costs grow, customer loyalty will have a greater profit impact
With more than 3 million subscribers (and climbing), Netflix is the leader in online DVD rentals. Founded in 1999 and rising out of the flames of the dot com bust, Netflix has earned a place among the country's top home...
Brand-Focused vs. Consumer-Focused Content
Extend your marcomm portfolio with consumer-focused media
Managing a brand requires focus: communicate the brand identity, rinse and repeat. And repeat. And repeat. As you accrue brand equity, you can then broaden the relationship with consumers by carefully extending your brand offerings. By "carefully," I mean that...
Extend your marcomm portfolio with consumer-focused media
Managing a brand requires focus: communicate the brand identity, rinse and repeat. And repeat. And repeat. As you accrue brand equity, you can then broaden the relationship with consumers by carefully extending your brand offerings. By "carefully," I mean that...
Marcomm Integration with Brand Community Media
How a brand community media program can incorporate multiple marcomm objectives
Marketing organizations use a mix of communications activities - such as advertising, direct mail, customer research, and P.R. - to pursue diverse objectives. A company might develop one marcomm program to keep "at risk" customers from switching to an upstart...
How a brand community media program can incorporate multiple marcomm objectives
Marketing organizations use a mix of communications activities - such as advertising, direct mail, customer research, and P.R. - to pursue diverse objectives. A company might develop one marcomm program to keep "at risk" customers from switching to an upstart...
You've Got Mail???
Powerhouse e-tailers push postal mail to break through and motivate
As a Netflix subscriber, Land's End customer, and habitual user of Amazon for everything from Mother's Day gifts to ink cartridges, I receive regular e-mails from all three companies and visit their websites several times a month. By almost any...
Powerhouse e-tailers push postal mail to break through and motivate
As a Netflix subscriber, Land's End customer, and habitual user of Amazon for everything from Mother's Day gifts to ink cartridges, I receive regular e-mails from all three companies and visit their websites several times a month. By almost any...
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 might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As...
Magazine brand management 101
My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As...
From Customers to Members
Applying magazine lessons to consumer brands
"If you build it, they will come," or something to that effect, wrote W.P. Kinsella in his 1982 novel "Shoeless Joe." If you recall the book or its film incarnation "Field of Dreams," you know that protagonist Ray Kinsella follows...
Applying magazine lessons to consumer brands
"If you build it, they will come," or something to that effect, wrote W.P. Kinsella in his 1982 novel "Shoeless Joe." If you recall the book or its film incarnation "Field of Dreams," you know that protagonist Ray Kinsella follows...
Brand Echo
Transmitting brand preferences through the ages
Despite my mother's insistence, I could not for the life of me find a significant difference between Heinz ketchup and generic house brand ketchup (or is it CATSUP?!), except for the price. Even today the 64 oz. Heinz bottle costs...
Transmitting brand preferences through the ages
Despite my mother's insistence, I could not for the life of me find a significant difference between Heinz ketchup and generic house brand ketchup (or is it CATSUP?!), except for the price. Even today the 64 oz. Heinz bottle costs...
Buying Time
The Challenge of the Fourth Dimension
Back in the '70s, Sandy Denny wrote a song called, "Who Knows Where the Time Goes?" It's a darn good question. Americans have experienced a steady, three decade-long erosion of their leisure time. The chief culprit is work - people...
The Challenge of the Fourth Dimension
Back in the '70s, Sandy Denny wrote a song called, "Who Knows Where the Time Goes?" It's a darn good question. Americans have experienced a steady, three decade-long erosion of their leisure time. The chief culprit is work - people...
Where's the Love?
The challenge of sustaining brand value in the 21st century
In his film "Enter the Dragon," martial arts master Bruce Lee critiques a student's technically correct but lackluster kick. Lee remarks, "We need emotional content." The student tries again, and the master intones, "Don't think. Feeeeel. It is like a...
The challenge of sustaining brand value in the 21st century
In his film "Enter the Dragon," martial arts master Bruce Lee critiques a student's technically correct but lackluster kick. Lee remarks, "We need emotional content." The student tries again, and the master intones, "Don't think. Feeeeel. It is like a...
Brand Community Media Strategy
Terrella Media Corporate
The brand community media authority