Report

Meredith Books Turning Great Brands into Great Books

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Co-Branding Background Meredith Books 9 launch into personality-based, brand-driven books beyond its non-authored home and family niche is aimed at becoming America 9s publisher of best-selling, trendsetting books. Meredith aims to strengthen its image with agents and licensers in major publishing markets, who control most of the book offerings across America and who 9ve traditionally perceived the company only as Better Homes and Gardens ® magazine. Challenge Each Meredith book must strikingly be associated with its celebrity, yet retain a core consumer understanding and purchase decision related to Meredith 9s quality.

While Meredith exceeded expectations regarding celebrity and brand relationships, book content and distribution, it desired marketing worthy of its co-branding. Goal Develop consistent, appealing co-branding to reach sales goals and recognition for this new niche within the publishing world. Message It should be an expectation that Meredith Books would be the publisher behind these major commercial successes.

Strategies " Branding, including tagline, industry tradeshow booth and an accompanying brochure " Collaterals, including covers for two catalogs, the primary selling piece distributed to retailers " Numerous ads and retailer sell sheets, including cRed Plaid, d Meredith 9s bread-and-butter symbol for The New Better Homes and Gardens ® Cookbook; the Food Network" Cookbook ... more. less.