Advantage of Brand Journalism Delivers Distinction
One advantage of a company or organization embracing the model of brand journalism communications is an ability to almost instantly create clear and effective brand distinction, to demonstrate what’s more unique about your products or services than competitors. It is something PR and traditional advertising cannot do as quickly.
Audiences – clients, customers, business partners, vendors and others – can immediately see why your company or organization is a smart choice.
Apple's co-founder and leader Steve Jobs.
Today’s challenge – as any experienced marketer or brand manager knows – is how to achieve brand distinction that results in increased value and tangible results. Distinction is a straight line to brand leadership in the minds of key stakeholders, particularly customers.
The best example, as I have written here before, is Apple. People know the value of Apple products to themselves because of the consistent ability of company co-founder and CEO Steve Jobs to explain how any Apple product or service will enrich your life, make you more creative and successful.
He uses the storytelling impact of brand journalism. His style has worked brilliantly to build Apple into a global giant and position himself as one of the most envied business leaders on the planet. Jobs doesn’t talk about the stuff inside an iPad, iPhone or computer but rather focuses on how the products solve your needs. The model works.
Brand journalism is not PR. It’s not about pushing out announcements, promotions or press releases which is the outdated style of PR, even today. And, it’s certainly not talking about yourself.
Brand journalism is the model for communicating value … and why people will benefit from your services and products. The method is through the credibility and influence of legitimate news stories.
Related posts:
- Brand Journalism Goes Global
- The Dynamic Evolution of Brand Journalism
- Brand Journalism Creates Another Viable News Outlet
- The Evolving Preference for Brand Journalism
- The Impact of Brand Journalism in the Digital Era
Category: Brand Journalism, Featured
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