- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
One way to leverage the trifecta of global-local-personal is to adopt an approach we call Brand Journalism. Brand Journalism generates a lot of press today. Many companies adopted it to deal with a world of different people who have multiple communications devices.
Brand Journalism is an engaging, multifaceted, flexible way of communicating a dynamic, evolving brand story. It means telling the many facets of the brand story to different people in different ways without ever losing the focus on what is known and loved about the brand. Brand Journalism addresses the fact that a brand means different things in different regions to different people in different situations. It keeps the brand’s core characteristics intact while expressing the brand’s different aspects through different branded communications across multiple devices and media. It is based on the concept that no single communication can ever tell a brand’s entire story.