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Brand journalism: How to engage successfully with consumers in an age of inclusive individuality
Journal of Brand Strategy,
3
(2),
121-128
(2014)
Abstract
Brand journalism helps brands engage powerfully with the modern consumer. Marketers must build consistent powerful brands in an environment that demands global consistency, local differentiation and personal relevance all at the same time. There is also an important development in customer values and behaviours. The customer wants to be respected as an individual and wants to feel they belong to something bigger than just themselves: this is called a need for ‘inclusive individuality’. Brand journalism is the best approach for addressing these challenges.
Keywords: brand journalism; globalisation; localisation; personalisation; inclusive individualist; brand story; brand framework; content
The full article is available to subscribers to the journal.
Author's Biography
Larry Light is the Chief Executive Offi cer of Arcature, a marketing consulting company that has advised a wide variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organisations. Along with Joan Kiddon, Larry Light authored a book, ‘Six Rules for Brand Revitalization’, describing Arcature’s approach to producing measurable business results. Larry has earned an international reputation in business and academia. In summarising the top ten ideas of the decade, Ad Age selected Larry Light’s ‘Brand Journalism’ as ‘arguably the most realistic description of marketing today — perhaps ever’.
