Lightning Source Inc.

Communicating brand value in a global marketplace

Project Details

Client: Lightning Source

Description

In late 2007, Ingram Book Company’s print-on-demand unit, Lightning Source, established a relationship with Anode in order to bring their brand and its marketing efforts up to date in the increasingly competitive digital publishing marketplace. It was paramount that the company’s brand image reflect its revolutionary print-on-demand process. Anode’s challenge was to break down a complex and complicated business model into a language that could be understood and accepted by all publishers—from the largest publishers in the world to micro-publishers with only a handful of titles.

Lightningsource.com is the company’s primary opportunity to educate customers on the many benefits of print-on-demand, as well as act as the first point of contact for many larger publishers researching how print on demand can help improve the bottom line. Anode was able to implement a navigation strategy that satisfied the needs of both small and large publishers.
For Lightning Source, the Global Book acts as the Account Manager’s primary sales tool for educating clients about products and services available. Anode developed this book as a comprehensive guide to the company’s history of innovation, showcasing client success stories and providing valuable guidance as to how different products can be implemented into various publishing models.
Anode also developed several print advertisements, including magazine wraps, to build maximum awareness for a re-energized Lightning Source brand.
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