For almost 15 years, Kate White was the editor-in-chief of Cosmopolitan magazine — That means she was the one responsible for provocative cover lines like “Mattress Moves So Hot His Thighs Will Burst into Flames.” But it also means she had close-up view of the modern consumer landscape, and since leaving the iconic magazine a year ago, she’s had a chance to distill some of the strategies she used to make Cosmo number one on the newsstand (and keep it there). She shares her renegade rebranding secrets with HBR Blog here.