The basics of brand journalism all companies should adhere to if they want to get their message heard and drive business:
- first, to evolve from mono-media brand to a multimedia information engine;
- second, integrate all brand editorial and business resources into an open multimedia newsroom driven by a business need, i.e. customer service, sales, product development; and,
- third, rethink and reinvent the editorial models of your offline marketing and advertising channels in this new multimedia landscape.
Take this video from Apple. It is simple. It evolves emotion. It doesn't mention anything about the brand. It is just there for you to connect with.
Adapted from this post over at the Neiman Journalism Lab.