A Fade to Black
Why would a publisher build a successful print publication from the ground up — and then close it?
To make way for something better.
By Jordana Megonigal
What is FedEx?
How about Apple?
Without thinking about it too much, list three specific things, tangible or not, that you associate with each of these companies.
Your answers — what these entities mean to you and what you have come to expect of them — describe what makes a company a brand.
David Ogilvy, the “father of advertising,” defined brand as “the intangible sum of a product’s attributes.” So a company, like any one of these stalwart, successful ones, is memorable not just because of its product features, but because of a position it holds in consumers’ minds. Done well, the perception is of being unique, of being distinctly and valuably different from companies that produce similar products.
It’s not easy to describe. It’s even harder to do.