Live blogging PSFK London: afternoon session

After a box lunch, we're back for the afternoon here at the PSFK conference in London.



How to Build Innovation into a Brand
Jeremy Ettinghausen (Penguin)
Penguin brand marketing - past, present and future. The challenge of reinventing a traditional brand for a digital age.

We tried really hard to be cool, and as everyone knows, there's nothing worse than trying to be cool. Isn't zingy enough. Our challenge is multifold: product, marketing, audience ... 2005 gave us a good opportunity for us - the 70th anniversary of the Penguin brand ... Box sets of the top 70 books.

And so it continued ...

Got to admit, it must really hard to be a book marketer presenting at a trends conference full of hipster planners and creative types. Books? Massive old-school rep.

If the Cluetrain taught us anything, it is that markets are conversations. Where, then, does the book/publishing fit in?

Jeremy on initiatives:

Penguin podscasts. Remix competitions. Blogs. 2005 was a very big year for us. Marketer of the year award in 2005. Management saw the benefit of taking risks. We blog regularly. We've been in Second Life for 2 years. We rarely buy outdoor advertising next to the Hammersmith flyover anymore.

Obviously very passionate, it was great to have Jeremy here.


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