Which? - Revitalizing an invisible brand: A tale of 6 years and three stages of evolution

Abstract

This is the story of rebuilding a subscriber base and revitalizing one of Britain's best-loved and most important brands. It's a story of a journey that has taken 6 years to date, which has at its heart direct marketing discipline and data insights that readers will recognize. But it differs from many other direct marketing-led successes in the lead media channel that has driven that success. And thereby hangs our tale . © 2011 Macmillan Publishers Ltd.