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Publisher Conde Nast, best known for its
upscale magazine portfolio, has launched a
College of Fashion & Design in London, while
its Wired magazine brand has diversified into
events, consultancy and even retail pop-ups.
It’s demonstrating that if you have authority
in your sector or niche, then that authority
is marketable beyond your primary business.
Consumers will follow a trusted brand across
multiple platforms. Could your brand diversify
in this way?
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French beauty giant L’Oreal recently
launched its For Girls in Science website – a
resource for girls who may be considering
a career in the STEM disciplines (science,
technology, engineering and maths). It’s an
example of a brand initiative that taps into the
‘transformation economy’. Can your brand
purpose be aligned with social purpose?
Changing Media Landscape
Media and publishing industries are continuing to
innovate across multiple platforms as consumer
consumption habits evolve in the digital era.
Brands can benefit from collaboration with content
creators, from Vice to Wired. What can be learned
from media brands as they diversify and attempt
to reach consumers with their own
branded messages?
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Vice Media is a brand with a traditional print
product at its core, which has evolved into
an ecosystem of online, TV and video outlets.
Note how it has moved from magazine to TV
content creator, and now aims to be the “next
CNN”. What are the lessons to learn here?
Authentic voice, compelling stories, relevant
brand collaborations.
Conde Nast College of
Fashion & Design
© Simon Ellis
Vice Magazine
© Vice Media
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