I just bought a copy of The Big Issue today – on the streets of Chester.

I bought from the same guy I always buy from – he gave me a sly wink and always calls me a ‘good lad’.

I kinda like that.

And then it struck me – I have never thought about what the issue might contain. I buy because I think it is a great way to support a creative publishing venture and the homeless.

So, in truth, I buy because I like what it stands for. I buy the brand.

I never bought for the headlines, the cover design, although I do sometimes find an article or two that I enjoy. So, yes, I value the editorial values and do look through the magazine – but that is just a part of the brand for me – never a reason in and of itself to buy.

So, again, brand wins out. Content is just a subset of the brand. And you can’t sell content online – first and foremost, you have to sell the brand.