Category Archives: Customer Comms

A brand new type of publicity

Every so often the world of media adopts a new buzz phrase – this year it’s ‘brand journalism – where a brand delivers editorially credible news and features, targeted specifically at its customer base.

This differs from ‘content marketing’ in that it has a broader brief – to inform and entertain its market on various topics of interest, maybe name checking complementary brands. The aim is not for the company to just blatantly shift their own products. Continue reading