Seth Godin: Publishers Should Build Brands
In his latest short post to his following about the book publishing world, marketing guru Seth Godin advocates that publishers build brands in order so that they will be recognized by readers as the curators (and investors) that bring them great books.
In typical Godin fashion, this prescription was couched in the language of permission marketing:
…the only way to make curation work is to have it in place alongside permission. If the publisher has direct contact with the reader, THEN she can build trust, build brand, build identity and be rewarded for her curative (curationitive?) powers. Once you associate a publisher with quality choices, the (and only then), the curation pays off.
One more reason why publishers have to urgently build a permission asset of readers who actually want to hear from them.
Read more at the Domino Project.