Brand Management Case Study
When we met Melanie Phillips she was already one of Britain's best known journalistic brands. But the Daily Mail's featured columnist, BBC broadcaster and national "lightning rod" felt there were followers outside the UK she wasn't able to reach, and people everywhere who "want to know more."
The idea we proposed was to reposition Ms. Phillips as a global publisher of conservative books and media visionary. We would do it by exploiting the new features of the fast changing publishing landscape, and BMM's acumen in business development, publicity, books and technology.
Backed by Peter Thiel among others, and targeting the same opportunity for 'disintermediation' being pursued by Andrew Sullivan and Glenn Beck in America, BMM immersed itself in:
- financial projections
- capital raising
- title acquisition and editorial
- strategic and infrastructure development
- distribution deals
- brand development
- design and technology development
Less than 15 months later, in January, 2013, BMM began operating Melanie Phillips Electric Media and its publishing division, emBooks. emBooks was Britain's first direct-to-consumer, e-publishing company.
Our business model was built on: the editorial talent and draw of Melanie Phillips, the scale global market of conservative book buyers, the fast time-to-market, low production costs and established global distribution channels of e-books, publishing easy-to-write and edit books the length of a long-form magazine article, selling directly to the consumer, and entering into full partnerships with authors.
Electric Media was launched in the UK and America - simultaneously. The UK launch was featured by John Humphries on Britain's most influential news program, BBC R4 Today...
The Electric Media launch party in Mayfair was attended by two cabinet ministers, four members of parliament, three major newspaper editors and the former Archbishop of Canterbury and written about by all the national newspapers.
Continuing to exploit our ability to publish quickly, on the Prince George of Cambridge was born, Angela Levin's Diana's Baby was already on digital shelves worldwide.
An emBook could be purchased for the price of a Starbuck's latte. They were available for reading in our IOS app and emBooks WebApp, downloaded from emBooks.com in multiple digital formats for viewing on e-readers, and through online e-book distributors.
24 hours before the Mayfair bash, Melanie launched the company in America in this 3 hour live interview on CSPAN's BookTV show, inDepth.
The Launch Video
Melanie's prominence in the public eye and the new visibility of her venture, assured attention would flow to our books.
The emBooks launch list included titles from the luminary author of Eyes Wide Shut, Frederic Raphael, award-winning, Daily Telegraph medical columnist, James Le Fanu, and of course from Melanie Phillips herself.
Seven months after launch, emBooks published Kindle, #1 US/UK Amazon political humor bestseller, Islamophilia by British commentator, Douglas Murray. Our production tools and distribution backend enabled us to bring it to market eight days after the headline-making terror attack in Woolwich and it immediately rose to the top of the charts.
Decoding Your Teenage Daughter
Our second Kindle best seller, Decoding Your 21st Century Daughter, was penned by British educator and celebrated headmistress, Helen Wright. It demonstrated that a short length e-book from emBooks could garner press attention equal to a full length print title from a major UK publishing house.
The Times of London gave it a front page banner headline, a page three spread and the front page of the feature section.
Here's the state-of-the-art digital home we produced for Electric Media in NY