Scary Mommy: The rise of the identity brand

Scary Mommy: The rise of the identity brand: “Nail an identity and focus on that,” says Paul Smurl, the man who designed and led the successful New York Times digital subscriptions strategy. Smurl left the NYT in 2015 to become COO and president of Some Spider, the company behind the women's channel Scary Mommy. No legacy brand to rely on in this case, it's a complete reinvention.Read more ...