Stoke

Background
O'Reilly Media is a "technology transfer company," widely regarded for its book publishing, online media and conference productions. Its portfolio includes the award winning Missing Manuals series featuring New York Times columnist David Pogue.

Challenge
Under the Missing Manuals title, O’Reilly media thrived, publishing over 100 authoritative how-to books, enabling users to enjoy increasingly sophisticated software and computers.

Despite an early lead over other publishers, Missing Manuals faced increasing pressure from online resource sites, and Google’s ability to quickly source reference materials – for free.

Stoke was engaged to explore the Missing Manuals brand "beyond the book," developing a research program to assess the brand's position, customer needs, and explore new product and service opportunities exploiting the Web.

Outcome
Stoke’s research-based "Brand Opportunity Model" identified four different positioning zones for Missing Manuals, with corresponding new product and service opportunities.

A brand position – "Mastering Life with Technology" – was adopted, emphasizing the ability for technology to uncomplicate and add value to the user's everyday experience, through the guidance and care of Missing Manuals. The brand position informed the development of a messaging matrix and a more clear, consistent expression of the visual identity, led by the Fitch studio in Seattle. 

An ideation workshop was held in Sonoma County, California, mapping-out new product and service initiatives extending from this strategic position.