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On longevity of brands


You read a lot about the increasingly short life-span of brands, driven (as so many things are) by the pressures at retail. There are some notable exceptions and here’s one – Country Life this month is celebrating its 110th birthday. Yes, that’s 110 years old. There’s not many brands of-course that can boast this degree of staying power which got me thinking about why – in the end it came down to 3 words. 

1. Clarity:- of proposition and positioning. You know what it is, you know what it does, you know who else is reading it

2. Community:- Successfully creating, nurturing and serving a vibrant community of like-minded people. Creating marketplaces for itself (property, art, antiques)

3. Change:-  with an eye on number 1, recognising the need to constantly evolve, most notably it’s product and content distribution

Whenever agency folk talk about their favourite magazine, alongside all the womens glossies, business titles and the NME, this one always comes up. A lot of that, I’m sure, is down to these reasons.

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