The History of Brand Journalism [Infographic]
While brand journalism is becoming standard for companies both large and small, the majority of businesses are still trying to understand how to use it.
While brand journalism is becoming the standard for companies both large and small, the majority of businesses are still trying to understand how to use it effectively.
Brand journalists must combine an authoritative voice, consumer education and comprehensive marketing integration. Rather than push an agenda, good brand journalism tells a story; consumers are not easily fooled by advertising disguises and are increasingly less tolerant of interruptions by advertisers.
In its share happiness with a friend campaign, Coca-Cola relied on its in-house team to tell a story rather than trying to sell it to journalists using a press release.
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