Testing the value of provocative brands


Time Inc.


Develop the NME brand as a freemium product.


Working closely with the NME team, I consulted on the how the brand could profoundly change it’s audience without changing its identity. In particular, the product value was tested through both the brand mark and brand content. Researchers Crowd DNA ran workshops to measure covers with and without logos, new franchises were tested and the audience closely interrogated as to what they expected from the NME.


Circulation has increased from 15k to 300k, the highest figure in its sixty year history.

Testing the value of provocative brands
Testing the brand with a new audience