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Brand Republic: Building digital strategy and online communities in the digital marketing industry

Brand RepublicBrand Republic WebsiteDigital Product Development Academy
Brand Republic The leading site for marketersProduct Strategy Development

The UK's leading online resource for marketers needed a world class website. BrandRepublic.com is the online home for a dozen magazine titles including Media Week, Campaign and Revolution. Its news services are subscribed to by the whole UK media industry and whatever the group writes reflects the pulse of marketing and media in Britain. Their digital marketing reporting includes Revolution Magazine which has tracked the growth of the digital media sector in the UK for more than a decade, as well as dedicated sections in all of the media titles and an online television property. This is the definitive voice of British marketing and the home of the digital marketing community.

That's why Brand Republic selected Digital's team to develop their content and community strategy. The brief was to scope out all of the possibilities open to the group and to help the leadership and operational teams, their agencies and technology partners, to align around a single vision of what the site could become. Following an initial competition audit, Digital's team built management training and development activities that would help the leadership team discover new perspectives on the site and its content.

In a series of workshops, Digital led Brand Republic and their agencies through product development strategy workshops to discover the potential for the brand. Digital's management team added their own inputs and boiled down dozens of ideas into a core group of recommendations and a roadmap for how the business could progress. The result? New strategies and new models for BrandRepublic.com, ideas for new joint ventures and models for the parent company, a revitalised team with strong goal alignment and a step change in the culture.

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