There seems to be one common thread with all of these posts about ‘Brand Journalism’. We know what they are as their own separate entities, but the two together has kind of been something unbeknownst to some of us, me being one of those people.
According to Business Dictionary: Brand is ‘a unique design, image, symbol etc, creating an image that identifies a product and differentiates it from its competitiors.’
Whereas, journalism is defined as the activity or profession of writing for newspapers, magazines or broadcasting news on radio or television.
The two couldn’t be any more different to one another if they tried.
But, put the two together and you get: Brand Journalism:
“Brand journalism involves telling journalism-style stories about a company that make readers want to know more, stories that don’t read like marketing or advertising copy” – http://brandjournalists.com/social-media/what-is-brand-journalism/
So to put that in laymen’s terms; we are all aware what testimonials are right? The telling of an experience with a product or company that is usually of high praise for said product or company. So basically, brand journalism is a type of testimonial that helps to market and sell, without it looking like an advertising campaign.
Brand journalism is often seen on the products websites. Someone below mentioned the product Napisan, where the actual television advertisement is a plug for their website where users can ‘help’ one another out by sharing their secrets ways of using Napisan to remove stains. That right there is brand journalism.
Another example of brand journalism is the company Dove; you know that one with the ads of all the pretty people with their seemingly impossible smooth skin?
Yeah, that one!
The Dove website has a whole section dedicated to ‘tips, topics and tools’, where ‘ordinary’ everyday people give advice about skin care and what Dove product would best suit your needs because it helped to fulfil theirs.
Now while it seems like these people are just simply talking about their tips for great skin and hair, they are actually advertising and marketing the product at you without you even realising. So that the next time you’re at the supermarket or your nearest priceline and think “I need some moisturiser, my skins a little dry’, you instantly think back to ‘tip’ you read or heard about from Dove, and Voilà, you’re now in possession of the new Dove tightening and toning moisturiser that tightens and smooths skin in just two weeks!
It’s pretty clever isn’t it? Well I think so anyway! I know when I just see a plain ad on TV that’s over compensating the actual product I think, why the hell would I buy that, but if I hear tips or advice on how to help my acne prone skin and tighten my pores, I’m instantaneously down at Chemist Warehouse and purchasing that product.
It’s a wonderful mix between PR and marketing that I believe will soon be one of the most major forms of advertising, if it is not already.