Our daily lives are now saturated with every form of digital marketing imaginable – some of it engaging, creative and informative, and some of it alienating, irritating and even misleading. The digital world is fast-paced and impactful, yet also totally ephemeral and forgettable.
This is a real danger for companies who have put all their eggs in one basket, and are now struggling with customer acquisition and retention online. Add to this the increasing cost of digital marketing in pay-per-click terms, and the new data protection rules under GDPR, and it’s unsurprising that big brands are taking another look at that most retro of marketing channels; paper and ink.
Over the last few years there has been increasing interest in the brand publication as the counterbalance to transient online culture. To create a last impression – for example marking milestones or celebrating legacy projects – or to demonstrate their core values and purpose-led principles, major brands are increasingly turning back to the analogue world of the printing press to create beautiful publications which have an aura of craftsmanship, value and longevity.
Brand magazines offer quality editorial content and eye-catching design without an overt sales agenda. They tell stories around the periphery of a brand and build a sense of community buy-in. Some are so successful that they have gone on sale and become collectable coffee-table essentials. So, if brands like Kodak, Facebook, Red Bull and Airbnb are doing it, should you?
Here are some examples of brand publications from Cornwall and beyond…
Fathom, The National Maritime Museum
This annual journal delves into the museum’s permanent collections and temporary exhibitions, sheading light and revealing unexpected connections with essays and illustrated articles by historians, curators, journalists, poets and artists.
Watergate Bay Magazine, Watergate [...]