December 3, 2013 at 10:42 AM

Maintaining Brand Continuity

Strategic Tuesday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Listen to our featured Ask Those Branding Guys radio show podcast: Author Anne Hillerman Spider Woman's Daughter

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing continuing the legacy of a popular brand.

On our radio show Ask Those Branding Guys, we spoke with journalist and author of Spider Woman’s Daughter, Anne Hillerman. Anne is the daughter of best-selling author Tony Hillerman who was best known for his mysteries set in the American west. Anne is continuing her late father’s writing and bringing back some of his most popular characters.

Anne was inspired to continue with her Dad’s series due to demand from readers for more stories including popular characters Joe Leaphorn and Jim Chee. Success of her previous book, Gardens of Santa Fe also provided encouragement.

Anne feels that the Hillerman brand was popular because of the way he wove his stories around Navajo characters and accuracy in his depiction of places. The fact that the detectives in his stories were not those typical of the genre gave them a unique appeal.

Since this was an existing brand, as she was writing Anne realized she had big shoes to fill. She knew there was room for her own style but also realized that she had to maintain continuity and be true to the way her father wrote the characters. Cover art was based on designs from the Tony Hillerman books, however, it was updated to reflect a new era.

Anne is using Facebook and other social media to let fans know that the brand is active once again and to generate interest in Spider Woman’s Daughter. As she moves forward, Anne is expanding existing characters as well as creating new characters of her own.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

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