Case Study: Publishing

Building a brand for a US Senator

The Challenge

Republican Scott Brown won the seat of legendary Massachusetts Senator Ted Kennedy in an upset victory in 2009. A political novice, Senator Brown found himself in the national spotlight in a big way. News outlets across the world were covering his long shot victory and his life. Senator Brown decided to write a book about his life that included a difficult childhood, growing up poor and sexual abuse. He needed help sharing his story with the world.

Our Strategy and Tactics

We worked with Senator Brown and his team on his book. We helped flesh out themes and organize the story. We also took the lead on setting up national media interviews for the book launch and organized the nationwide book tour and speaking engagements.

The Outcome

Senator Brown had a successful book launch and media tour to follow. His exclusive interview with Leslie Stahl on 60 Minutes was a success. His book was on the New York Times best seller list and his book signing tour was very well attended.