Building Repeat Customers: Publisher Branding in Food and Lifestyle Publishing

Under the direction of Robert McCullough, publisher at Appetite by Random House and Vice President of Random House of Canada, Appetite (the food and lifestyle imprint of RHC) has released a number of critically acclaimed titles since its inception in 2012. But, while Random House is a household name, Appetite is new to the Canadian publishing market, and relatively unknown to consumers. While publishers have traditionally pursued only a minimum of house branding, it may be in Appetite’s interest to establish an overarching publisher brand that is relevant for both digital and physical sales channels. This report examines the key elements of branding for digital and physical audiences, applies the findings to the food and lifestyle market, and offers Appetite recommendations to strengthen its house brand by addressing current market conditions: reach out to consumers, establish a brand narrative that emphasizes imprint strengths, and a strong imprint brand will follow.