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Remember the days of lugging around a textbook? Welp, it has finally evolved.
Toppling an antiquated industry requires bold action. When releasing its new product – a digital learning platform for biology students – JoVE knew it needed to lean into its brand values. Viewing themselves as the punk rock competitor focused on delivering value to its customers, JoVE stepped out on a limb.
Targeting the early adopter biology professor audience, we positioned textbooks as something Darwin would expect to be extinct. It’s a simple conversation about leveraging technology to deliver better learning outcomes at a fraction of the cost. This idea became their marketing campaign and spread into their web, print and event initiatives.
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