New CMO Helps IDG Move From A House Of Brands To A Branded House

How does a company that’s home to hundreds of individual brands with their own “microcultures” create an overarching corporate brand? That was the challenge facing Josh London when he was hired by tech media giant IDG in March 2015.

London, IDG’s first corporate CMO, was charged with helping implement a master brand strategy. “We wanted to move from a traditional house of brands to more of a branded house worldwide,” he told me.

IDG encompasses hundreds of technology-oriented websites and print publications around the world, and also puts on several hundred events. When London collected all the properties’ logos for a presentation, “in many cases, they looked like they might not all be from the same company,” he said. “To take these disparate voices and all sing from the same song sheet was an opportunity I was really looking forward to.”

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