Social branding brilliance.

Content is the new creativity.

In the “old days” a core part of developing advertising that had brand building as its purpose, was a need to be memorable, relevant, deliver a proposition, and cut through the clutter on TV (or magazines, or radio, our only choices) all in thirty seconds. Then you repeated the message, as the common wisdom said, until you were sick of it, because the punters were only just getting to recognise it.

All that is changed, now media choices are numbered in the thousands, and you need to engage punters, one by one.

The content of the communication therefore is the still the key, but you get only one shot at it in most cases, and you rely on, perhaps pray for, the recipient to pass it on to like minded  people they know.

Makes it pretty hard.

How do you market a bookshop? Common wisdom would say get really deeply into a niche with a few enthusiasts, or get out while you can, as it is all going on-line.

However, every now and again, a piece of luck comes along, that when combined with creativity and truly great understanding of what your  market, wherever they are, may be looking for, you get something like this short bit of brilliance from Barter Books.

Would you go anywhere else?

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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