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Re-Position for Re-Positioned Mind Share

Most formats are just copies of each other; the same news, and same formats are only repeated to death until the minds shut off. Reformat the contents and build a brand based on today’s realities and the pioneering old print society thinking.
Re-train the organization to a mega cultural change. Mass merchandising concepts are fading to one-to-one, making advertising a very selective targeting process.

Re-Claimation of the Truth

Most newspapers have desperately tried to copy or simulate the other mediums and have failed big time. The fake sensationalization of breaking news or twisting truth in an attempt to get some attention, or acting hip and childish to attract the youth must be replaced by a solid, confident approach. The news is not a movie, and a movie is not the news. Chasing and accurately delivering the truth would be a good start.

100% Global Ownership

Most newspapers named after towns or generic names like The Ledger, Tribune, Journal, or Dailies are now lost in the web-jungle of thousands of similar names all over the world. Less than 1% of newsprint names are unique or worthy for global branding, while the rest are expensive luggage and going nowhere. Discover the Five Star Standard of Global name identities and also what makes an absolute 100% ownership of a brand to provide an umbrella and to park your future underneath.

The Winners & Losers

There are some very fine survivors of this fierce transition, the biggest pain came from the print media’s lingering in a state of denial. Now that the cat is out of the bag and the demise of print is an open subject, the winners are the surgeon at the marketing strategy and editorial teams that are embracing the revolution as an opportunity and completely re-inventing themselves.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com