Beyond Branding

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September 17, 2004

To bed, and now 

On Monday, we put Lucire, the print edition of our web site, to bed. It's the first time—at least in the fashion sector—that anyone's tried taking a web magazine into print.
   Today, we sighted the proofs and we are pretty happy with it all.
   We tried to implement Beyond Branding principles in it. The brand is close to its customers. Our junior photographer was found lurking on one of our forums. We have volunteers as well as staff. Readers steer the direction of editorial. It will contribute, from January 2005, to Future Forests.
   Editorially, the coverage is global. Every country is treated as part of a global community, rather than isolated nations. The cover model is half-Dominican, half-Caucasian. The team is global, rather than concentrated in any one centre.
   Of course I'm still nervous. It's one of those "spend the money you saved for a rainy day" situations. Only thing is, it's not raining. But it is important.
   The world probably needs a magazine like this, but no amount of rear-view-mirror market research is going to say that for sure. What we do have is the knowledge in our book that says that this magazine might make it after all.
   On October 4, 2004, the night of the launch, we shall see.
Oh, my life so enjoys "firsts in the world" to celebrate and question what could be the meaning of this? If only I could be there.

By the way if anyone else has any firsts in the world nearer a bit nearer London where interested people are penly invited, or indeed in New Zealand (Lucire), or India (where I most want to revisit), or Washington DC which I have a duty to visit every 2 months to question locals what the bird in the bush is up to next - please feel free to use this thread.

I went to a fourth in the world today as part of London, The First Collaboration Knowledge City. Called Blogwalk4 it was a wonderful suprise. (thank you Lilia Efimova & Ton & Sebastian for arranging/co-inventing the best communal format for humanity to have come out of the European Union Vision 2010, and the Old Crown Pub (New Oxford Street) for turning its upstairs into a wonderful safe haven for storytellers in need of lots of coffee and beyond-branding website impressario Johnnie Moore). I was afraid I was going to meet technologists discussing RSS feeds and stuff beyond my ken. I met 20 of the greatest human investigative journalists ever assembled under one London roof. It inspired me to go to another journalist's headquarters -what happened next I will put in another thread. We also salute Harrison Owen without whose Open Space guidelines we'd never have worked out how to get the most (instead of least) of 20 talking heads -and deeply diverse context investigators - around a coffee circle  
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