Dabbling with Brand Journalism

Who would have thought that oneday, brands would don the garb of journalism and create conversations that stir culture...

Yes, Brand Journalism is here to stay. Loosely defined, it is the content and context, the conversations and "reportings", news and views, panels and images that  is not paid for advertisements and billboards.
A pull rather than push.
Talk "with" and talk "about" rather than talk "down"
Create content that people want to spend time with
That becomes social conversation currency.

Like today's journalism has taken on new shapes and curves, brands also stand the danger  of falling into the "Breaking News" rote.
Everytime there is a reprint of a pack, it cannot be treated as a breaking news. Turns off people.
Sensations are an effect and not a cause.

I was reading a blog by a very senior  person heading Brand Journalism in a global agency, that the three key things that make for good journalism are  being genuine,   speed and quick to respond. Holds  true for Brand Journalism as well.

Maybe we can put down some  basic of being a good journo...
a) Brand  content on what interests, rather pulsates the audience
b) Refrain from the temptation of passing on just about anything as "newsworthy".
c) Create engagement
d) Keep Talking...join conversations
e) Talk Headlines.
f) Be authentic. And as unbiased as possible.
g) The Power of Words
h) Do NOT see this an an extension of advertising or PR
i)Create debates
h)Do consumer interviews.
i) Employ a journalist on your rolls.
j)Be as factual as possible
k) Think Publishing, not Marketing


Finally, whatever be the brand, to be a good journalist, one needs that winning stroke.
A compelling story.

Watch out for more on this topic as I delve deeper into what could be the most powerful way of brand conversations...

The Welcome Guest

Was doing some thinking on globalisation of brands and communication. Read quite a few articles,  mused over paradoxes, right from  the late Theodore Levitt's book excerpts to No Logos by Naomi Klein.

I guess as a marketer and brand stakeholder, one of the best ways to understand how to make our brand a "welcome guest" and then gradually " a part of the family" is from real life itself.

Remember  Shahrukh in Dilwale Dulhaniya? Yes he was an NRI but the lesson lies in the way he befriended the Punjabi household and slowly inched his way into their home and heart.

The first lesson which we all follow as guests.
Do not force yourself onto the hosts. Try and understand their way of living, their habits, their behaviour.
Lesson  Two. Appreciate. Their customs, their hospitality, their family members.
Three. Celebrate. With them. Small and big moments.
Four. Try and make a difference to their lives. Small or not so small.  Make their lives a little better.
Five.  Avoid conflicts. But try and resolve conflicts that you see arising in the family.
Six. Do not demand time. But behave in a way that the family loves spending time with you.

And one fine day, the family realises that life has changed with you in the family. You have helped bring smiles, you have made life better.

That is the day you move from being a "guest" to "part of family".

Pretty much the same for brands, isn't it?