Friday, 17 June 2011

Elle Magazine brings Brand Experience to Life

I just read that Elle are opening a branded spa inside the Eden Roc Renaissance Miami Beach hotel.

This is what I would do if I ran a successful magazine like Elle.

Build an experience that enables readers to engage deeply with and delight in the brand.

It seems in the publishing world a lot of magazines are struggling trying to work out how to survive and thrive in the new always on internet world we now live in.

A few are having success bringing their brands to life on-line.

Others are cutting cost in journalists, cutting costs in product development and as a result losing circulations fast.

Most have forgotten that one sure fire way to win over the hearts and minds of their readers is to deliver a brand experience that brings the brand to life and delights and excites.

This Elle spa look like it will do just that – deliver a winning brand experience - and no doubt make some good incremental revenues.

Others magazines should look at similar ideas.

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