Brand Journalism

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    • Section 1: How to develop a brand journalism strategy
      • Chapter 1: How McDonald’s invented brand journalism, and how brand journalism saved McDonald’s
      • Chapter 2: Who do you want to talk to? Identifying the community you wish to serve
      • Chapter 3: Establishing business goals, and developing brand journalism strategies to support those goals
      • Chapter 4 Making the case for brand journalism within an organisation. Putting the structure in place to achieve your brand journalism goals
      • Chapter 5: Your brand is your beat. How to find stories within an organisation – and how to tell them compellingly
      • Chapter 6: The ethics of brand journalism
    • Section 2: What publishing platforms to use, and how to use them
      • Chapter 7: How brand journalism gives Red Bull wings
      • Chapter 8: Using social media channels for brand journalism
      • Chapter 9: Brand journalism for a mobile audience
      • Chapter 10: Brand Journalism content creation and curation
      • Chapter 11: Specialist online communities and webinars
      • Chapter 12: Your branded websites as information hubs for customers and potential customers
      • Chapter 13: How traditional media, including customer magazines, fit into a brand journalism strategy
    • Section 3: Brand journalism storytelling paths
      • Chapter 14: Launching a product. How Ford uses social media to launch new cars
      • Chapter 15: Promoting and covering an event. How blogging and social media can be used before and during a conference, convention, exhibition or sports game
      • Chapter 16: Publicising a travel destination. How a ski resort uses brand journalism on social media to increase visitor numbers
      • Chapter 17: Building an information resource. How a government department created a new web and social presence
      • Chapter 18: Charity fundraising. How charity:water uses social media and powerful storytelling to raise funds for its cause
      • Chapter 19: Building a geo-located information and entertainment resource. How Starbucks uses the full range of geo-location tools to tell its story in each of its stores
      • Chapter 20: Launching or relaunching a customer magazine. How Waitrose repositioned its customer magazine and extended its brand journalism strategy
      • Chapter 21: Creating a media toolkit. How a charity uses a media toolkit to communicate with a number of audience sectors
      • Chapter 22: Developing a company news source. How Dow Chemical reports on itself and its activities as a problem-solver and educator
      • Chapter 23: Managing a crisis. How Dow Chemical failed to tackle the PR crisis over its associal with the Bhopal Disaster
      • Chapter 24: Establishing a personal brand. How Richard Branson has built his personal brand
    • Section 4: Measuring the results of your brand journalism strategy
      • Chapter 25: Social media monitoring and analytics tools
      • Chapter 26: Monitoring and analysing your branded websites, blogs and email bulletins
      • Chapter 27: The last word. Good content = Good SEO
  • Introduction to the subject
    • What brand journalism is
    • The case against
    • In defence of
    • How to do brand journalism
  • Look Inside Brand Journalism
  • Articles on brand journalism
    • How Red Bull stole journalism from big media – and what big media needs to do to steal it back
    • Interview for a PhD on brand journalism
    • Q and A for paper.li
    • Q and A on brand journalism for the Catalan Press Association

Category Archives: digital storytelling

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100 Years of Brand Storytelling (Infographic)

Posted on May 8, 2015 by Andy Bull

Earlier this month, when we were discussing brand authenticity, you may have noticed that “authentic” brands share at least one common characteristic: They’re storytellers. Today’s open and h…


See it on Scoop.it, via brandjournalism
Posted in digital storytelling, digitalstorytelling, storytelling

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