There is a curious trend in the world of publishing today. Publishers are increasingly become brands, and brands are transforming themselves as publishers! Take Forbes for example. In the business of traditional publishing Forbes has diversified its product offering with the Forbes Wine Club and Forbes Elite Identity ProtectionServices. Simply as a means to use their brand credibility to sell products that are not related to the core business.
Brands are not built by advertising alone. Neither are consumers only those who buy a product. Today, a consumer is anyone who is consuming your brand and its identity.
Marketing function, as we knew it has changed a lot since the time the first digital advert appeared almost two decade ago. In this connected society, the focus has radically shifted in favor of the consumer. This is driven by three key factors; A self educated consumer, powered by search; conversations driven by social media, and the perpetual connectivity powered by ever increasing penetration of the Internet.
