Case Study: Product-Brand Activation

Elsevier journals

How to help Elsevier’s science, technical and medical journals stand-out in an increasingly standardised market?


Elsevier STM Journals


Elsevier Journal Performance Indicators




  • Researched current challenges and needs of researchers / scientists
  • Held focus groups with internal stakeholders and a representative customer sample
  • Developed a proposal to repurpose existing, internally monitored, production metrics as measurements of performance for journals – creating new industry benchmarks and creating new quality attributes for the product brands


  • Created concept with specialist info-visualisation agency Clever°Franke
  • Worked with internal project owner to pitch to divisional BOD
  • Journal Performance Indicators rolled out to 37 top-tier journals

“I thoroughly enjoyed working with Brant. He’s an very creative thinker with excellent knowledge of scientific publishing and marketing. When he was working with me, he came up with some very original ideas for new marketing tools and campaigns, some of which we are now developing.” Inez van Korlaar, Product Director, Elsevier

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