This is the start of a new blog I am writing about a subject that has rattled around the marketing industry for a few years now without breaking into the mainstream.
It’s called brand journalism and the reason it has not made a huge amount of noise is, I suspect, because it’s not easy to define.
Essentially, it means applying the skills and ethics of journalism to business.
Does that mean it’s advertorial? No, that’s just advertising woven into a story.
Is it copywriting? No, it is much deeper than that.
So what is it?
Well, I see it as storytelling that draws the reader into the essence of a brand or a business. It could be about the business as a whole, or about people, products or events. What matters is that the story is real, entertaining and it is told truthfully, so that it cuts through the noise that distorts the marketplace.
Because, let’s face it, everything else is just PR.