Posted tagged ‘Arthur A. Levine Books’

A Publishing Brand

February 17, 2009

Today, I received my latest Borders Member email, and included a mention of the book Deeper, part of a series by Roderick Gordon and Brian Williams, released earlier this month. None of that is significant, on it’s own. However, the first line of the ad for the book is, “From the publisher of J.K. Rowling’s Harry Potter books come another series about a boy and the depths of evil.”

picture-3The idea that the book is being marketed to the Harry Potter audience is what caught my eye. Is Scholastic (probably one of the publishing companies best known to consumers as a brand, and therefore well positioned to try this) trying to brand their company? Traditionally, publishing companies have tried to brand books by author. The opening line of this ad  doesn’t NAME the publisher in question. So it is assuming that consumers either know who published Harry Potter, or that they don’t care but will buy from that publisher BECAUSE of what they’ve previously published.

(more…)