Why invest in brand publishing?

Companies are increasingly investing in brand publishing operations in order to build their own audiences and assets, and to express their perspectives and interests more directly to the world. Brand publishing goes far beyond straightforward public relations or marketing. It demands companies think audience-first and adopt the habits and values of publishers and media organizations in order to create content that is valuable and compelling, and capable of attracting and engaging audiences in its own right. But beyond “building an audience”, the specific goals and intended business outcomes for brand publishing initiatives inevitably vary from one company to the next based on variables such as industry, strategy, products, goals, priorities, aspirations and budgets. Some might ha