The Economist wanted to understand what they could do with their website. They have a fantastic reputation and a wonderful brand name and consequently felt their website might provide an lucrative gateway for internet marketing.
But was the equation that simple?
How far could the brand go in extending itself over the internet without undermining, damaging or being inconsistent with the flagship brand?
The answer, quite frankly, was not very far. We conducted international research amongst the corporate movers and shakers who are the bedrock of The Economists. What we found was as challenging as it was heartwarming.
The brand is held in such high esteem by its loyal readers that they felt any departure from its fiercely independent positioning would be a major disappointment. They hoped The Economist would resist the temptation to make a quick buck at the expense of tarnishing its integrity.
And so it turned out. The Economist website (www.economist.com) remains a paragon of commercial understatement.
Sometimes good marketing is about understanding the fine line between offering valuable services and straying into money-making schemes that may make short-term profits, but ultimately dilute the brand.
