Case in point - Movmnt Magazine’s publisher, David Benaym, who created the quarterly targeted to an audience untapped by the publishing world, bringing “Fashion, Dance, Music and Pop Culture Together as a Lifestyle.”
David is pragmatic in his attitude towards the recession, using it to change his business model and grow. “I realized pretty quickly in September of last year that advertising dollars weren’t going to be there in the same way in 2009. So I reinvented my model so as not to depend on ad revenue.”
Instead, David focused on his brand. Movmnt is about Dance and Pop Culture as a Lifestyle – not publishing. He communicates this via the graphic chart and visuals throughout the magazine. He redesigned his web site and made sure to keep the visual identity of movmnt.com consistent with dedicated pages on Social Networking sites like Twitter, Facebook, MySpace and YouTube.
He engaged his target nationwide through these social media outlets and brought them to his brand through provocative “tweets” and innovative videos. “Some people don’t like to read a magazine article,” he explained, “so I created a video model to engage them in a way that is more attractive.”
He noticed that dancers drink a lot of water, often from plastic bottles – so he launched a chic aluminum water bottle bearing the Movmnt brand. He also noticed that they tend to carry a lot of stuff around, but didn’t have a chic, lightweight bag for this purpose. So he created one – branded with the Movmnt logo. All of this is driving revenue and, of course, building brand awareness about Movmnt Magazine.
“Reinventing ourselves is an art we’ve learned to master. First, by necessity. Then, by challenge. And finally, by philosophy.” By adopting this philosophy, and adhering to his brand values, David took his products where his brand gave him permission to go.
He shared 3 essential tips with me on how he applied this philosophy of reinvention:
1) Tap into the passion. David’s business was publishing, but hispassion was dance, and the intersection of dance with fashion and culture. Tap into that passion.
2) Organize your visual system. David developed simple visual elements to indicate what his magazine stood for. He applied a color treatment to each idea, and then carried those through in all aspects of his marketing – from social media to water bottles. Consider the visual indicators for your company – are they consistent? Are they easily transferable to different media?
3) Prepare to evolve. The original Movmnt Magazine and web site did not look as it does today. “I evolved,” he told me. Don’t be afraid to change your image as you gain more insight into your brand, your customers, and possible extensions for your business – the times not only call for it, they demand it.