According to a recent Ad Age story by Natalie Zmuda, Catherine Sadler, the new global chief marketing officer for Banana Republic, is charged with “establishing a singular brand voice and more consistent brand experience around the world.” That challenge is even bigger than her title.
Just when I thought this was going to be an unremarkable story, it was revealed that Ms. Sadler wants BR to become a more content-driven organization that can "tell stories" and “think like a publisher.” To that end, she’s brought in outside resources, including editors from several major women’s magazines. That’s precisely what my team at Consonant Custom Media have been encouraging marketers to do (we, in fact, have a former Ladies Home Journal creative director on the team).
The days of blanketing the marketplace with paid ads and mailers to try to synch up with consumer buying habits are numbered. Content marketing is a better, more sustainable way to build a brand. The only point on which I question Ms. Sadler is her statement that the new BR magazine, “a central hub for Banana Republic marketers responsible for various aspects of the marketing plan…” will never see the light of day as a print vehicle. Why not?