Brand Journalism

  • Filename: brand-journalism.
  • ISBN: 9781136185991
  • Release Date: 2013-06-26
  • Number of pages: 288
  • Author: Andy Bull
  • Publisher: Routledge



Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Brand Journalism

  • Filename: brand-journalism.
  • ISBN: 9781136185991
  • Release Date: 2013-06-26
  • Number of pages: 288
  • Author: Andy Bull
  • Publisher: Routledge



Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Diy Brand Journalism

  • Filename: diy-brand-journalism.
  • ISBN: 1530554942
  • Release Date: 2016-03-14
  • Number of pages: 106
  • Author: Robert Peecher
  • Publisher:



At Mooncalf Press, we work with small to mid-level businesses to build an online marketing campaign centered around telling our clients' stories. We've taken the concept of brand journalism, up to now almost completely reserved for large corporations, and applied it to small businesses. Essentially, we become your company's newsroom.Typically the customers we work with have a website, they have a social media presence, but they do not know how best to use these marketing tools. And so their websites are stagnant and their social media accounts get no traction.We create content for our clients through a filter of brand journalism. This sometimes looks very different than traditional advertising or other forms of online content, but it has been very successful for our clients in building their brand awareness, their brand loyalty, and bringing customers through their doors.In DIY: BRAND JOURNALISM, we offer small business owners and marketing directors insight into how we approach a client's story to build a long term marketing strategy. Our goal is simple enough: We want to help small businesses improve their marketing and build better relationships with their customers and potential customers through authentic and compelling storytelling.Brand Journalism is different from other kinds of online marketing, but if you want to separate yourself from your competition and build stronger relationships among your customers, Brand Journalism is the best strategy to employ to reach your business goals.

The Basics of Customized Cross Brand Journalism

  • Filename: the-basics-of-customized-cross-brand-journalism.
  • ISBN: 1533412928
  • Release Date: 2016-05-24
  • Number of pages: 80
  • Author: Alicia "Waters"
  • Publisher: Createspace Independent Publishing Platform



The Basics Of Customized Cross Brand Journalism Is A Mini Introductory Handbook for Creating Journalism Success Your Way. This resource provides a nonlinear, non-traditional and un-institutionalized approach to brand journalism from a cross industries vantage point. Introduces the basics concepts and awareness needed for creating journalism success o your own terms. Provides concepts for cross brand journalism, lifestyle journalism and guest blogging for a variety of niches. Includes a journal style career planning section.

How to Innovate in Marketing Collection

  • Filename: how-to-innovate-in-marketing-collection.
  • ISBN: 9780133443110
  • Release Date: 2013-04-27
  • Number of pages: 1305
  • Author: Monique Reece
  • Publisher: FT Press



A brand new collection of authoritative guides to marketing innovation 4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing! This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today! From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon

Marketing the Moon

  • Filename: marketing-the-moon.
  • ISBN: 9780262026963
  • Release Date: 2014-02-28
  • Number of pages: 130
  • Author: David Meerman Scott
  • Publisher: MIT Press



One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.

The New Ethics of Journalism

  • Filename: the-new-ethics-of-journalism.
  • ISBN: 9781483320953
  • Release Date: 2013-07-17
  • Number of pages: 256
  • Author: Kelly McBride
  • Publisher: CQ Press



Featuring a new code of ethics for journalists and essays by 14 journalism thought leaders and practitioners, The New Ethics of Journalism: Principles for the 21st Century, by Kelly McBride and Tom Rosenstiel, examines the new pressures brought to bear on journalism by technology and changing audience habits. It offers a new framework for making critical moral choices, as well as case studies that reinforce the concepts and principles rising to prominence in 21st century communication. The book addresses the unique problems facing journalism today, including how we arrive at truth in an era of abundant and unverified information; the evolution of new business models and partnerships; the presence of journalists on independent social media platforms; the role of diversity; the meaning of stories; the value of images; and the role of community in the production of journalism.

60 Minute Brand Strategist

  • Filename: 60-minute-brand-strategist.
  • ISBN: 9781118659960
  • Release Date: 2013-05-17
  • Number of pages: 256
  • Author: Idris Mootee
  • Publisher: John Wiley & Sons



Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.

Six Rules for Brand Revitalization

  • Filename: six-rules-for-brand-revitalization.
  • ISBN: 0137005857
  • Release Date: 2009-02-09
  • Number of pages: 240
  • Author: Larry Light
  • Publisher: Prentice Hall



Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? This extraordinary book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global Chief Marketing Officer who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and coauthor Joan Kiddon illuminate their blueprint with specific examples from McDonald’s experience, offering detailed “dos” and “don’ts” for everything from market segmentation to R&D to executive leadership. You’ll discover how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on a profound knowledge of your customers...and reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Light and Kiddon reveal how to define and measure progress, rebuild brand trust within and outside the organization, create a “plan to win,” and execute on it! Revitalize your brand, in six steps! Learn how to... Refocus Your Entire Organization Restore Your Brand’s Relevance Reinvent Your Brand Experience Reinforce an End-to-End “Results Culture” Rebuild Brand Trust Realize Global Alignment

Key Readings in Journalism

  • Filename: key-readings-in-journalism.
  • ISBN: 9781135767679
  • Release Date: 2012-11-12
  • Number of pages: 424
  • Author: Elliot King
  • Publisher: Routledge



Key Readings in Journalism brings together over thirty essential writings that every student of journalism should know. Designed as a primary text for undergraduate students, each reading was carefully chosen in response to extensive surveys from educators reflecting on the needs of today’s journalism classroom. Readings range from critical and historical studies of journalism, such as Walter Lippmann’s Public Opinion and Michael Schudson’s Discovering the News, to examples of classic reporting, such as Carl Bernstein and Bob Woodward’s All the President’s Men. They are supplemented by additional readings to broaden the volume’s scope in every dimension, including gender, race, and nationality. The volume is arranged thematically to enable students to think deeply and broadly about journalism—its development, its practice, its key individuals and institutions, its social impact, and its future—and section introductions and headnotes precede each reading to provide context and key points for discussion.

Unconscious Branding

  • Filename: unconscious-branding.
  • ISBN: 9781137042781
  • Release Date: 2012-11-13
  • Number of pages: 288
  • Author: Douglas Van Praet
  • Publisher: Macmillan



For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Fashion Journalism

  • Filename: fashion-journalism.
  • ISBN: 9781136475368
  • Release Date: 2014-08-27
  • Number of pages: 280
  • Author: Julie Bradford
  • Publisher: Routledge



Fashion Journalism presents a comprehensive overview of how fashion journalism operates and how to report on fashion. Encompassing skills for print and online media, the book includes many case studies and interviews with fashion journalists working for newspapers, magazines, broadcasting and websites, as well as with stylists, PR executives, photographers and bloggers. The first hand explanations of these roles and practical tips and advice are accompanied by analysis of examples from their work. The business of fashion and fashion PR is explained for the trainee journalist, offering practical guidance on how to report effectively on fashion – from sources and research to writing and layout., with chapter including suggested exercises and further reading. Covering a broad range of subject areas, from law and ethics and using social media to fashion theory and reporting the catwalk, this text offers everything a student or trainee needs to know to excel in fashion journalism.

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