The document discusses redefining competition for brand publishing. It advocates analyzing competition based on who the brand is trying to reach, why the brand has permission to own a point of view, how the brand will deliver on its mission, and what assets it will create. This includes determining the target audience, the brand's purpose and reason for existing, how it will implement its strategy through elements like brand guidelines and team, and matching the right types of content to different platforms along the fidelity spectrum from low to high. The goal is to compete based on perspective, voice and meeting specific needs rather than just breaking news or listings.

1. FROM
MARKET
SHARE TO
MIND SHARE
PAT CONNOLLY
VP, MARKETING SOLUTIONS @ CONDÉ NAST

2. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
body.

3. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
body.

4. PAT CONNOLLY
@connollypat
Condé
Montrose
Nast
#BRANDPUBLISHING

5. PAT CONNOLLY
@connollypat
Condé
Montrose
Nast
“CLASS
PUBLICATIONS”
#BRANDPUBLISHING
The Merchants
and
Manufacturer’s
Journal,
June 1913

6. PAT CONNOLLY
@connollypat
competition.
how we define it today.
#BRANDPUBLISHING

7. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING

8. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS

9. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION

10. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER

11. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER

12. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
- HOW DOES OUR BRAND
SOUND, LOOK, ACT
5. BRAND ATTRIBUTES

13. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
- HOW DOES OUR BRAND
SOUND, LOOK, ACT
5. BRAND ATTRIBUTES
- WHY DO WE HAVE
PERMISSION TO OWN THIS
SPACE VIS A VIS OUR
COMPETITIVE SET
6. REASON TO BELIEVE

14. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

15. PAT CONNOLLY
@connollypat
#BRANDPUBLISHINGcleanliness
beauty

16. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty

17. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4

18. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4
MY
BRAND

19. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4
MY
BRAND
MEDIA
BRAND 3

20. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4
MY
BRAND
BLOG
1
MEDIA
BRAND 3

21. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4
MY
BRAND
BLOG
1
MEDIA
BRAND 3
MEDIA
BRAND 1

22. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
realistic aspirational
cleanliness
beauty
BRAND 1
BRAND
2
BRAND 3
BRAND 4
MY
BRAND
MY
BRAND
BLOG
1
MEDIA
BRAND 3
MEDIA
BRAND 1

23. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

24. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

25. PAT CONNOLLY
@connollypat
so how do we get there?
redefining your competition for brand publishing.
#BRANDPUBLISHING

26. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING

27. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO

28. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY

29. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY
-HOW do you go
about achieving your
WHY?
-What processes,
resources do you
need?
HOW

30. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY
-HOW do you go
about achieving your
WHY?
-What processes,
resources do you
need?
HOW
-WHAT is your output
and assets?
-How do you
measure what you’re
doing?
WHAT

31. PAT CONNOLLY
@connollypat
who.
who are you trying to reach,
and what do you want them to do?
#BRANDPUBLISHING

32. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WHO
Who are you
talking to and
what do you
expect them to
do?
Mom.

33. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WHO
Who are you
talking to and
what do you
expect them to
do?
Tech Enthusiast.

34. PAT CONNOLLY
@connollypat
WHO
Who are you
talking to and
what do you
expect them to
do?
Millenial.#BRANDPUBLISHING

35. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WHO
Who are you
talking to and
what do you
expect them to
do?
Fashionista.

36. PAT CONNOLLY
@connollypat
consumer to audience.
what do we know about them? what do we want them to do?
#BRANDPUBLISHING

37. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100

38. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100

39. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE

40. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE
Research and buy are
owned by transactional
partners and Google.
+ RESEARCH/BUY

41. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE
Research and buy are
owned by transactional
partners and Google.
+ RESEARCH/BUY
Current lack of
community engagement
to share journey, not just
destination.
-- POST-PURC.

42. PAT CONNOLLY
@connollypat
why.
your cause, purpose and reason to exist.
#BRANDPUBLISHING

43. consumer
truth
PAT CONNOLLY
@connollypat
defining your why.
cause, purpose, reason to commit.
#BRANDPUBLISHING

44. consumer
truth
category
truth
PAT CONNOLLY
@connollypat
defining your why.
cause, purpose, reason to commit.
#BRANDPUBLISHING

45. consumer
truth
category
truth
brand
truth
PAT CONNOLLY
@connollypat
defining your why.
cause, purpose, reason to commit.
#BRANDPUBLISHING

46. consumer
truth
category
truth
brand
truth
PAT CONNOLLY
@connollypat
defining your why.
cause, purpose, reason to commit.
#BRANDPUBLISHING
brand
“why”

47. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WHY
Bin Laden death
covered globally.
Intense
competition for
breaking news
and attention.
Mass Media,
May 2, 2011

48. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
The New Yorker
Aug 8, 2011
WHY
Nicholas
Schmidle and
The New Yorker
don’t compete
on breaking
news, they
compete on
perspective.

49. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WWD
APR 1, 1977
WHY
1977 all fashion
show runway
shots were
adjacent to the
runway, creating
less than ideal
perspectives on
design.

50. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
WWD
OCT. 20, 1983
WHY
By 1983, Guy
Marineau had re-
shaped the way
fashion show
photography was
approached.

51. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

52. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

53. PAT CONNOLLY
@connollypat
how.
how do you deliver on your why?
#BRANDPUBLISHING

54. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
BRAND
BOOK
Everything from
your standard
brand guidelines
to who you want
to be.
Key factors for
brand publishing
include:
Brand Voice
Tone
Visual Identity
Macaroni Grill
Brand Book
>>
>>
>>

55. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
THE TEAM
Don’t just hire
talent or agencies
for skills, hire for
mindset.
Great content
brands are not
only made up of
great content
creators, but
people who are
live the WHY of
the brand.
Photo Josh
Valcarcel/
WIRED

56. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
EDIT
PLANNING
Planning out
editorial
calendars is key
to planning
against key
trends and
consistency in
your brand voice.

57. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
IF YOU
BIULD IT,
THEY MAY
NOT COME
Building branded
content does not
guarantee that
users will see and
engage with the
content.
All media
companies have
aggressive
audience
development,
recirculation and
distribution
strategies.
SEO
SEM
Recirculation
Paid/Earned
Distribution
Retention
FIELD OF
DREAMS
>>
>>
>>
>>
>>

58. PAT CONNOLLY
@connollypat
what.
what do you need to create?
#BRANDPUBLISHING

59. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
the fidelity spectrum.
which assets serve which purpose.

60. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
TW
ITTER
VID
EO
(long
form
)
INSTAG
RAM
FAC
EBO
O
K
TU
M
BLR
/
PINTEREST
VINE
M
O
BILE
APP
W
EBSITE
PRINT
the fidelity spectrum.
which assets serve which purpose.
VID
EO
(shortform
)
high fidelity
highly produced
longer timelines
deep storytelling capacity
low fidelity
real-time, iterative
relevant in the now

61. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
real time highly produced

62. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
real time highly produced

63. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced

64. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi

65. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi

66. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
- (often) single experience
- make this moment better
- iterative
- agile
3. utility + lo fi

67. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
- improve my life/experience
- high quality experience, equally
valuable output
4. utility + hi fi
- (often) single experience
- make this moment better
- iterative
- agile
3. utility + lo fi

68. PAT CONNOLLY
@connollypat
measure.
did you do what you wanted to do?
#BRANDPUBLISHING

69. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING

70. PAT CONNOLLY
@connollypat
measurement.
platforms.
#BRANDPUBLISHING
PLATFORM USE
RIPPLR
Conde’s own internal influence
index
PARSE.LY
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive
SIMPLE REACH
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive
CHART BEAT
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive

71. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING

72. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer

73. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?

74. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?

75. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?
4. WHAT do you do need to create?
- what assets will help you own the entire dialogue around your Why?

76. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?
4. WHAT do you do need to create?
- what assets will help you own the entire dialogue around your Why?
5. How do you know if it’s WORKING?
- define your KPI’s up front, be rigorous

77. PAT CONNOLLY
@connollypat
thank you.
#BRANDPUBLISHING

78. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
pat connolly
vp, marketing solutions, Condé Nast
@connollypat
pat_connolly@condenast.com
thank you.