taschen- building a brand in no brand land

10/26/2005 09:06:00 PM
The IHT reports on Taschen the publishing house that has succeeded in building a brand in the publishing world. The world of books is traditionally known for its titles, not its publishers, but Taschen has changed all that. Taschen has taken the previously dull world of art books and made them interesting to the book buying population.

By sexing up the category, literally and metaphorically, the German publisher has transformed the category. Taschen attracts new book buyers with low priced, high value books on art and has the high-end consumer scrambling to order its limited edition masterpieces like G.O.A.T- the definitive guide to the life of Muhammad Ali and also the biggest book ever made.

Taschen keep his brand fresh, by making sure it is front and center of the art world and by extending the brand into marquee Phillipe Starck designed retail experiences in Los Angeles and Paris. Taschen even has dreams of a TV network.
Tags:

Comments
It appears you don't have Flash installed.
Email this article to a friend
Send an email to a friend with a link to this article. Items with an asterisk (*) are required.

Your Name:
*

Your Email:
*

Friend's Name:
*

Friend's Email:
*