3. What is Brand Journalism?

10 Oct

What is Brand Journalism? David Meerman Scott, marketing strategist and author of Real-Time Marketing and PR and Marketing and Lessons from the Grateful Dead, writes in his blog Web Ink Now that Brand Journalism is “when any organization—B2B company, consumer product company, the military, nonprofits, government agencies, politicians, churches, rock bands, solo entrepreneurs—creates valuable information and shares it with the world.”

Check our Peter Himler’s interview with David Meerman Scott about his thoughts on Brand Journalism: David Meerman Scott Interview

Brand Journalism is the collection of web content, including posts, graphs, photos, videos,  etc. Larry Light, the Chief Marketing Officer for McDonald’s Corp, declared at an AdWatch conference in New York City in 2004 that the mass marketing strategy no longer works because “no single ad tells the whole story.”  He was the first to adopt a new marketing term called Brand Journalism.

“Any single ad, commercial or promotion is not a summary of our strategy. It’s not representative of the brand message,” he said. “We don’t need one big execution of a big idea. We need one big idea that can be used in a multidimensional, multilayered and multifaceted way.”

JWT believes that “Brand Journalism incites meaningful dialogue, even trust, between consumer and company.” Both the company and its consumers play a role in creating a brand’s identity and story. It is important to contribute and join in on the creation of the brand rather than letting it simply sell. Through its Brand Journalism efforts, JWT attempts to provide an effective way for consumers to interact with brands rather than tuning them out.

Check our JWT’s video about Brand Journalism.

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