Felix: WOW brand: Monocle Magazine

Felix is a trained architect, in the meantime working in Marketing. He's based in Amsterdam.

While I am having a business discussion with Felix over the phone I mention to him that I am busy blogging these days for a training and he immediately jumps into the topic and wants to tell me about his favorite brand.



Felix: I love this Magazine called Monocle. Its a lifestyle magazine issued by Tyler Brule the guy who launched Wallpaper* at the time.

http://www.monocle.com/
 
Manuel: Hm, a magazine as a WOW brand?

F: Yes very much so. I am very attached to it. Every month I am so much looking forward to receiving the latest issue I cant wait. That does not happen with any other mag I read. I discovered it some years ago in a newsagent. The ting immediatly jumped at me. As an Architect I have to say I loved the art direction of it, the design of the cover and a great mix of content.

M: Arn't those lifestyle magazine all the same?


F: Not this one: Its is a rounded package a well thought through product. From the selection of the paper its printed on, the wrapping it comes in when dispatched to your place. Then I like the publisher. He has a credible history. After being wounded in war he decided to to dedicate his time to the beautiful things in life. He has a very smart perspective on life, traveling, music, design and politics and the whole magazine is done through this perspective which makes it very special. The other day I was in Japan and Monocle made me discover the place where you can get the perfect Japanese Schnitzel. I love Schnitzel so that was such an experience.


M: What else do they do?

F: They are moving outside of classic publishing as well and have just launched a perfume in collaboration with Comme des Garcons another of my favorite brands, and the Monocle App iand their Direct Marketing is superb as well. I was invited to a leather goods event in Brussels the other day. Reading Monocle is like receiving a present every month!

M: Anything you don't like?

F: Well the music selection on their App is pretty bland and boring. And for the renewal of the subscription I have received the same present for 5 years now. Pretty disappointing. I returned them to Tyler but he did not seem to care.... 

Here is an example on Moncle's take on travel reports.