about this work
how
... do you pull off the perfect trifecta of engaging category enthusiasts, building long-term brand loyalty, and creating a new revenue center?
by
... creating a best-of-class publication that delivers on the brand promise, and then taking it one step further by layering on a companion Web site with extra instruction and tips to extend the book’s value and make the brand experience even deeper and richer.
and so
… we did, and the book became a best seller, got a lot of media attention, built community, and reinforced the brand’s leadership. It also turned a profit and has evergreen potential. High fives all around.
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