Guinness World Records’ Nadine Causey
Not so long ago people were forecasting the death of printed books and ebooks were to take over the world. Whilst reality hasn’t been quite so drastic, brands known predominantly for book publishing, it’s had to embrace change to survive.
The birth of smartphones, tablets, AR and VR and constantly evolving and ground-breaking technology has fundamentally changed the way that people consume content. In response, book publishing brands have had to evolve their offering to ensure they are reaching consumers in the right places, giving them the content they want, in an appropriate format.
In terms of maintaining relevance, book publishers must adhere to the same principles as brands from any industry. As Jez Frampton, global chief executive of Interbrand, says: “The best global brands don’t just weather change, they drive it”.
To do this, Frampton argues, brands must look inward and outward, expand into new markets and create better experiences to grow their brands and businesses.
For Guinness World Records, this has meant embracing disruption and recasting our brand strategy to reach and appeal to our audiences in new ways – starting on a journey to evolve from a single bestselling book into a multimedia global entertainment brand, developing new products or services to work alongside our legacy publishing business.
Firstly, we re-evaluated Guinness World Records’ brand identity and our purpose. We asked what Guinness World Records is in the 21st century: the global authority on record breaking and what we mean to our target audience: we inspire people, anyone, anywhere, any culture or country by celebrating the amazing and verifying world class achievements.
This led to us redefining our ‘Purpose, Vision, Mission and Values’ and sharpening our brand persona. It also helped us identify the potential for new products and markets that we had not even begun to explore.