Businessworld

Tony Joseph, an editor at Businessworld, was responsible for converting the magazine from a ‘me too’ brand to a frontrunner among business magazines. He achieved this by re-positioning the magazine as a ‘magazine for the new economy’, by charging the journalists to produce insightful Stories, instead of just information pieces and by converting it to a weekly with an aggressive pricing strategy.

The ‘repositioning exercise’, from the point of view of both intent and output (from where they were, why they wanted to change, and how they did it), is a learning in fighting both gravity and building escape velocity. It is also an interesting case to study from a ‘reviving an existing brand’ point of view.