Brand journalism: Brand narrative

This article advises on how brands can use original content to claim ownership of an information space, using examples from the US and UK.

Brand journalism: Brand narrative

Dayna DionOgilvy & Mather

Brands need to embrace brand journalism and own the information space around their products while daring to be brave with their storytelling, as companies such as Ford and Domino's Pizza have demonstrated.

Brand journalism continues to make headlines. In the past year, it has been dubbed 'the new PR', 'one of the most innovative forms of content marketing', and 'an advertising trend destined to shake up 100 years of journalism'. But the concept remains somewhat elusive, despite the term being coined nearly a decade ago by former McDonald's CMO, Larry Light....

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