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Brand Bible by Debbie Millman

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BRAND BIBLE270
(Text)

Print 



As an editor, your primary responsibility is to know
your audience. Regardless of the medium youre
working in—print, Web, or video—you have to deeply
understand who you’re writing for and be able to
craft a message to reach them in a meaningful way.
Once you’ve gained experience immersing yourself
in a particular audience’s needs and delivering the
appropriate content to them, it becomes natural to
gravitate toward the challenge of connecting with
new and dierent audiences.
27
How to Brand
a city

Joyce Rutter Kaye
NYC & Company
The metropolis
as muse
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271
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I’ve also been very fortunate to be engaged with
brands that I can feel passionate about. Print’s
been around since 1940, and was long respected as
a leading voice in design and visual culture. My job
as editor was to maintain its integrity and to keep
it relevant as a source of information, criticism,
and design inspiration. I was able to do this with an
extremely focused, talented group of editors, writers,
and designers who were equally as passionate as I
was about design and about continually expanding
the boundaries of design journalism.
When the opportunity came up to work at NYC &
Company, I jumped at it—who knew you could be the
editor of New York City? As a longtime New Yorker, it
was thrilling to realize that I could support the city I
love, get people excited about visiting and living here,
and continue to work with great writers and editors.
There were, and are, many challenges in transition-
ing from a primarily print-based discipline to a more
interactive environment, especially during a time
when social media is evolving so rapidly and becom-
ing so inuential in the way we deliver information
and editorial content. One of the great benets of
working in this environment is knowing almost
instantly how readers are responding to what you’re
publishing. It’s not always predictable, which makes
it fun. Our readers love “Must-See NYC” itineraries,
as you might expect, but they also love the arcane
insider trivia we throw their way, such as the fact that
there’s a vaulted whispering wall in Grand Central
Terminal near the Oyster Bar or a boat graveyard in
Staten Island.
How to Brand a City 271
The NYC logo, created
by Wol Olins,
has a multitude of
applications.
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