Marketing is no longer about the stuff that you make but about the stories you tell
Communication today is multifaceted yet more sharp & focused, Brand Journalism is one such facet that is enabling companies to tell the many sides of their brand story to different people in different ways. Often, companies think that they have no stories to tell. Ask any Brand journalist and they will tell you if there are people working, then there are stories to tell. These stories are marketing goldmines waiting to be told. These can make real and meaningful connections while remaining transparent, responsive and accessible. Yes! Content is as valuable as the product themselves and therefore Brand Journalism!
Brand journalism consists of a brand using its own media to publish stories about itself and engage readers. It’s pretty much like a company thinking of itself as a newspaper.
Larry Light McDonald’s CMO, Created the concept in 2004.