WHAT WE CAN LEARN FROM FELIX BAUMGARTNER AND THE RED BULL STRATOS / By @jacintollorca
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The document contains several photos credited to various photographers under creative commons licenses. The photos depict skydiving and other outdoor activities. Captions credit the photos to Luke Aikins, cattias.photos, and Sporthotel Achental while attributing them to creative commons and noting the Twitter handle @jacintollorca.
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The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent and there are more channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder.
Companies need to better understand their stakeholders and break them down into groups to be able to adapt their messages and create a conversation. In the search for improved communication with their stakeholders, organizations sooner or later realize that the most efficient and optimal way of transmitting messages is the new approach that came to be known as “brand journalism”.
Brand journalism is defined as creation of a company’s own information channels which help to establish a personal and direct contact with the stakeholders and even turn them from passive recipients of information into active interlocutors. This means that traditional media is losing their grip and turn into intermediaries when it comes to transmission of messages and informing stakeholders about issues related to organizations.
Companies have turned into a new communication medium and the main challenge for them is to ensure reliable and transparent communication and contents that are valuable for their stakeholders so they feel encouraged to voluntarily share them with their friends, family members and all persons and institutions they are linked to.
Since we are immersed in the economy of attention, content should add value and differentiate the company. Many companies are now co-creating content with their audiences. This helps to make the content truly relevant and turns stakeholders into a medium of their own.
Brand journalism is different from marketing, advertising and propaganda regarding format, content and goals. Brand journalism seeks to grow intangible assets such as exposure, reputation and branding. Positive perception of the company by the public then naturally leads to an increase in sales.
There are good examples to better understand brand journalism such as Red Bull's Stratos project with Felix Baumgartner jumping from the stratosphere, or the agreement between Unilever and The Guardian.
While the mass media industry is going through a severe crisis and a deep transformation, new links, mergers and business models and being formed between journalism and brands. Thus, using brand journalism to communicate with the company's stakeholders represents a great potential and offers new opportunities and benefits.
Llorente & Cuenca published a report titled Brand Journalism and Corporate Reputation, which highlights the ambiguities and challenges associated with these concepts. The report breaks its analysis of brand journalism down into six hypotheses explained in the full document.Brand Journalism: a Value-generating technique
Brand Journalism: a Value-generating techniqueCorporate Excellence - Centre for Reputation Leadership
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The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent and there are more channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder.
Companies need to better understand their stakeholders and break them down into groups to be able to adapt their messages and create a conversation. In the search for improved communication with their stakeholders, organizations sooner or later realize that the most efficient and optimal way of transmitting messages is the new approach that came to be known as “brand journalism”.
Brand journalism is defined as creation of a company’s own information channels which help to establish a personal and direct contact with the stakeholders and even turn them from passive recipients of information into active interlocutors. This means that traditional media is losing their grip and turn into intermediaries when it comes to transmission of messages and informing stakeholders about issues related to organizations.
Companies have turned into a new communication medium and the main challenge for them is to ensure reliable and transparent communication and contents that are valuable for their stakeholders so they feel encouraged to voluntarily share them with their friends, family members and all persons and institutions they are linked to.
Since we are immersed in the economy of attention, content should add value and differentiate the company. Many companies are now co-creating content with their audiences. This helps to make the content truly relevant and turns stakeholders into a medium of their own.
Brand journalism is different from marketing, advertising and propaganda regarding format, content and goals. Brand journalism seeks to grow intangible assets such as exposure, reputation and branding. Positive perception of the company by the public then naturally leads to an increase in sales.
There are good examples to better understand brand journalism such as Red Bull's Stratos project with Felix Baumgartner jumping from the stratosphere, or the agreement between Unilever and The Guardian.
While the mass media industry is going through a severe crisis and a deep transformation, new links, mergers and business models and being formed between journalism and brands. Thus, using brand journalism to communicate with the company's stakeholders represents a great potential and offers new opportunities and benefits.
Llorente & Cuenca published a report titled Brand Journalism and Corporate Reputation, which highlights the ambiguities and challenges associated with these concepts. The report breaks its analysis of brand journalism down into six hypotheses explained in the full document.Brand Journalism: a Value-generating technique
Brand Journalism: a Value-generating techniqueCorporate Excellence - Centre for Reputation Leadership
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WHAT WE CAN LEARN FROM FELIX BAUMGARTNER AND THE RED BULL STRATOS / By @jacintollorca
- 1. Photo credit creative commons: Luke Aikins, Red Bull Content Pool
- 2. @jacintollorca Photo credit creative commons: cattias.photos
- 3. @jacintollorca Photo credit creative commons: cattias.photos
- 4. @jacintollorca Photo credit creative commons: cattias.photos
- 5. @jacintollorca Photo credit creative commons: Sporthotel Achental
- 6. @jacintollorca Photo credit creative commons: cattias.photos
- 7. @jacintollorca Photo credit http://www.redbullstratos.com
- 8. @jacintollorca Photo credit creative commons: cattias.photos