Tiso Blackstar Group – brand portfolio that 'Matters'

The media landscape has changed dramatically in the past decade. The way people consume content has changed and the way they are influenced by marketing has also changed. One industry in particular has been affected by these changes. The media publishing industry has for a decade been facing challenges of keeping their brands relevant and sustainable in this new media landscape.

I will be doing a case study on one particular media publishing house that has successfully managed its brand portfolio, innovated and diversified its brand scope. A media house that has kept true to its code of conduct in the industry and has ethical practice and complete transparency when it comes to its audience throughout its range of products. 

 

Through mergers and acquisitions, name changes and rebranding, Tiso Blackstar Group positioned itself after Times Media Groupdecided to change its name. The history of this company is not new to name changes and repositioning. Once Johnnic Communications to Avusa, then TMG and now Tiso Blackstar Group, one can imagine how confusing this may be to the average man on the street.

These name changes have not affected the man on the street consuming this media company’s products. 

This is why.

Tiso Blackstar Group has a strategic brand portfolio structure. They are a broad-based‚ multiplatform company with a global reach. They specialise in providing quality content and services to its audiences, customers and advertisers. They have successfully ensured that their brand scope or rather product categories and sub categories appealing to various markets is fully maximized with very little overlap that can result in confusion. Brands ranging from national English newspapers and online platforms such as the Sunday Times, Sowetan, Financial Mail and the Herald. 

They also have an eventing arm The Empire, Gallo Music and Uniprint to complete its brand scope. 

As the mother company, Tiso Blackstar Group is not an well know brand to the consumers of its product. Their core message about “what they are”, is carried through their products. They have focused on What Matters and have focused on content that makes a difference. This sets them apart from their competitors making them the largest English publishing group and the second largest digital publisher. 

Through their editorial policies and code of conduct, they have been transparent in the way they handle content. These ethics communicate their core values, philosophies and strengths.

As the media house they have on a number of occasions defended their company when public figures don’t agree with their publishing decisions. They act fast and ensure that they manage the brand reputation of their assets. The most recent attack came through the ZCC calling on all itsmembers to boycott Tiso Blackstar newspapers, stuck to their editorial integrity and responded by asking for a dialog. This displayed transparency, ethical practice and was in my opinion perceived by the readers of those respective newspapers as credible and responsible publishing. 

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Each brand under the Tiso Blackstar Group, has its own story and rich tradition and heritage. Each of their brands in the different segments of media have their own brand archetypes that aim to appeal to its target audience and to build sustainability.

In conclusion, Tiso Blackstar Group has successfully managed its brand portfolio and has been able to manage the brand reputation of is various assets. They have also managed to carry through their innovative nature and vision through its products and brands. 

Here are some tips and guidelines on how they can continue building and maintaining its reputation. 

• ·       With an eye on its brand scope and maintaining a holistic viewpoint, they should as Tiso Blackstar Group embark on a marketing campaign that would position the brand as a responsible brand that is accessible to the public and gives back.

• ·       Continuing with what they already do in the brand acquisition space, they should consider communicating these achievements in order to display their progress in becoming a giant as a media group. This could result in a better perception or attractive positioning when it comes to advertising and partnership opportunities. Advertisers will be attracted to this as it will mean that Tiso Blackstar Group is a one stop media shop.

• ·       Each brand in its portfolio should give back to its consumers in their communities. This will build communities and brand salience that makes a difference.