UK's "Guardian": A feisty US start-up

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.

UK's "Guardian": A feisty US start-up

Geoffrey PrecourtWarc

Guardian News & Media – a London-based print and online publisher – grounds its credibility in 200 years of history. "It's very much an establishment brand," admitted Eamonn Store, CEO of the organization's American operations. "In the US, we're a much different brand: we're two years old, so we're very young here."

And "young" – more properly focused as millennial – is the target for the paper in a market it is counting on for expanded readership. Click on the paper's "About the US" page, and the site announces: "Our team...

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