Brandchannel (Interbrand): Leading Global Conversations on Branding
As Editor in Chief of Brandchannel, Interbrand’s online branding magazine, I was responsible for shaping editorial direction, developing innovative content strategies, and publishing articles that engaged readers across the world who were interested in brands, branding, and industry trends. Brandchannel served as a thought leadership hub for professionals, students, and enthusiasts alike, offering insights into how brands shape culture, business, and consumer behavior.
The Challenge
Interbrand wanted Brandchannel to serve as more than a digital magazine. The goal was to build a global platform that:
- Explored branding from multiple perspectives, from case studies to career profiles
- Provided timely insights into trends and challenges in the branding industry
- Elevated Interbrand’s reputation as a leader in thought leadership and brand strategy
My Role
As Editor in Chief, I:
- Brainstormed and implemented new content strategies to grow readership and engagement
- Created and edited feature articles, profiles, and opinion pieces, shaping content that was both authoritative and accessible
- Launched editorial campaigns that spotlighted branding in culture, careers, and consumer impact
- Led an international team of writers and contributors, ensuring global perspectives were reflected in the magazine’s coverage
Examples of my work include:
- Analyzing branding effects in Mission: Impossible III
- Career profile: global branding leader James Speros
- Career profile: Leslie Gaines-Ross on reputation branding
- Career profile: Randall Rothenberg on media branding
- Feature on branding the 2008 U.S. Presidential candidates
The Outcome
Under my editorial leadership, Brandchannel grew into a respected destination for branding insights. The platform:
- Reached a global audience of branding professionals and enthusiasts
- Increased engagement through fresh editorial formats and timely trend analysis
- Strengthened Interbrand’s position as the leading authority in branding thought leadership
