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?
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