31 RUE CAMBON #1 magazine, art directed by Olivier ZahmThese days, to communicate effectively, it’s not about being louder. It’s about being more interesting.
Brands must inspire and harness conversations amongst consumers by giving people something remarkable to talk about.
Like forward-thinking fashion brand Chanel with it's recently launched printed publication. But Chanel’s ambitious content focus is in the digital space.
“Vol de Jour” by Chanel.com
Online, content is social currency.
And online also provides more transparency: It’s hard for consumers to avoid advertising when they’re flipping through a magazine. And it’s hard for publishers to ignore advertisers’ demands when the costs of printing and distribution are high. But on the web, where the tools of communication are largely free, brands no longer have the leverage to monopolise media or pressure editors.
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