Lightning Source
Communicating Brand Value
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 challenges 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. Anode developed several print advertisements including magazine wraps to build maximum awareness for a re-energized Lightning Source brand.
