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Getting major media placements in outlets such as "NBC Nightly News" and The Huffington Post is every PR and media relations professional's dream—and if you can get 1 million or so people to visit your brand's website in response to the coverage, that's icing on the cake. This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here's how it attracted so much public attention to the news so quickly.... 
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Really successful online marketers are companies with a powerful, consistent brand personality. Why? Well...In the last year or so, I’ve noticed a brilliant shift in the world of online marketing. As you know, many of the companies that are growing at a fast clip are using content marketing. They’re communicating with their customers. They’re giving away information for free. But even more than that, the really successful online marketers are companies with powerful, consistent brand personalities. They know who they are and what they stand for. And it comes across in every blog post, newsletter, webpage, and communication....Here's how...
Jeff Domansky's insight:
The most successful social marketing companies are creating brand personalities and integrating these brand personae into every aspect of their marketing and communication. Thoughtful reading.
Ali Anani's curator insight,
June 25, 2013 12:20 AM
Like humans, brands have a personality. Make it popular. 
Abbey Davis's curator insight,
August 11, 2014 8:36 PM
Very thought provoking reading in terms of identifying what your brand personality is opposed to trying to be big and bold and funny like other brands have done successfully.
First of all the personality must be appropriate for your brand and secondly it must reflect what your brand stands for.
Two points that stand out the most for me in the consideration of brand personality is consistency and authenticity - any one consumer who looks at your advertising, sees your social media and marketing content etc should be able to identify who you are and what you stand for. On a deeper level even relate to the personality and feel like they have a relationship with that brand.
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Today is my first day as a marketing fellow at HubSpot. In my last job, I was the editor in chief of a technology news site called ReadWrite. Before that I was the technology editor at Newsweek, and before that I was a technology columnist at Forbes. I’ve spent my entire career in the media business, and now I’ve bailed out. In the end it was a pretty simple decision.
I came to the realization that advertising is dying, and therefore any business that depends on advertising to pay the bills is a dead end. I also had grown less and less enchanted with the kind of work I was doing as a “mainstream” journalist. Media companies need a new way to make money -- one that doesn’t depend on advertising. But so far nobody has come up with anything. That wouldn’t be so bad, if at least they were aware of this problem. The truly scary thing to me is that publishers either aren’t aware of this, or won’t admit it....
Jeff Domansky's insight:
Dan Lyons talks about why he left the news media business for the social media business. it's an interesting reflection on traditional media and the future of business.
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Marketing forecast? Sunny with a chance of burritos...
Who said content marketing isn’t fun? A recent Adweek story looked at three companies, including Taco Bell, who are buying real-time, mobile ads based on the weather.
Twitter and The Weather Channel were quick to recognize the growing revenue possibilities in mobile marketing. They announced a deal to create custom content based on the weather and sell it to eager marketers....
Jeff Domansky's insight:
The key question in traditional and social media soon will be: "How much sponsored content is too much?"
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I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?” This is a great question and the more I thought about it, the clearer the answer(s) became. 1. The first insight reflects the The Changing Role of Influence. There is a great quote by Gary Hamel, who says “Influence is like water. Always flowing somewhere.” This is very true in today's business environment as new sources of influence are forming around our companies and industries at an extremely rapid pace....
Jeff Domansky's insight:
Marketing and PR pros... Great read!
Liz Reid's curator insight,
August 22, 2013 4:04 AM
This article highlights the current state of marketing, and the need to change, adapt and look to the future in order to implement successful marketing strategies. For example, there is a serious need to adapt and change marketing strategies in line with changes in a companys' consumers. Too often companies carry on as they always have because it was successful at the time. However, in our increasingly fragmented and digitalised society, brands must keep up with these changes in order to stay popular or trusted. It is also necessary to converse with consumers. No longer can all brands be successful with top-down, authoritarian communication. They must involve consumers in brand discussions in order to make progress. For example, many chip brands have created campaigns where consumers suggest new chip flavours that could potentially be put into production. This demonstrates including consumers in a brand's discourse and giving consumers the chance to influence a brand's image. These are important concepts in terms of engagement, communicating with consumers and brand management. 
Finau Tuipulotu's comment,
August 22, 2013 8:22 PM
Savanna, I’ve picked up the line where it says “Most companies today are not approachable and lack of personality or an image that people can relate to”. The redbull example you have used is funny but so true. Furthermore, Companies needs to define where they sit in the market and continue to build brand relationships effectively. Marketing tactics changes everyday and brand reputation becomes more and more important. Therefore, useful insights stated in this article should be taken into account in order to be a successful company.
's comment August 22, 2013 10:56 PM
Really good choice of an article Savanna, this closely relates to what we discussed in class in terms of branding and brand management! What I found interesting, is an issue raised in the beginning of the article, about communication and marketing platforms and one-to-one relationship models being disrupted in today's society. This is a consequence of the advanced technology and access to social media we all have, and like Finau pointed out, we need to constantly and cohesively change and adapt our way of marketing and communicating to audiences.
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In preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing. Native by any other name According to Wikipedia (which I chose not because of, you know, Wikipedia, but because it seemed to be the only place offering one up), native advertising is defined as: “…a method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.” In short, native advertising takes content and places it in the context of a publisher’s site. So, whether you think of it as an advertorial, a paid guest post, a sponsored tweet, or just a really extensive ad, it’s basically paying for your engaging branded content to have a prominent and contextual place on somebody else’s platform.
Jeff Domansky's insight:
Robert Rose wrestles with the term "native advertising" and suggests it is neither "native" nor "advertising." I agree and his argument is sound.
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Jay Rosen asks, reasonably, that people start drawing useful distinctions between buzzy terms like content marketing, sponsored content, native advertising, and even brand journalism. Here’s my stab at it: The Native Matrix - Who is it written by? Editorial staff, Sales staff, ad agency, Brand execs - Who is it published by? Publisher: Public relations, Sponsored content/ Native advertising, Brand journalism/Thought leadership or Brand: Content marketing, Marketing, Blogging
*Sponsored content is designed to be read; native advertising is designed to be shared.
None of these distinctions is hard and fast, of course, but at least it’s a start; basically, it all comes down to who writes the content in question....
Jeff Domansky's insight:
Very interesting effort to define "native" advertising, content marketing, brand journalism and sponsored content.
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I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.
One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...
Jeff Domansky's insight:
Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.
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Articles in a series on Mashable.com called “What’s Inside” looked for all the world like the hundreds of other articles on the digital media site. But journalistically, they were something very different. The articles, about technology topics in a wide variety of products, including modems and theHubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series. Most were even written by Mashable editorial employees. An article on Google Glass technology was shared almost 2,000 times on social media, indicating that readers may not have cared, or known, if it was journalism or sponsored content, although the series was identified as such. Advertisers and publishers have many names for this new form of marketing — including branded content, sponsored content and native advertising. Regardless of the name, the strategy of having advertisers sponsor or create content that looks like traditional editorial content has become increasingly common as publishers try to create more sources of revenue....
Jeff Domansky's insight:
Not everyone likes the new direction of native advertising or brand journalism. See Andrew Sullivan comments at end of piece.
Robert Kempster's curator insight,
April 9, 2013 11:00 AM
Worth knowing for anyone that has interests in online marketing and or blogging. |
Here's a great lesson in brand journalism and how an Alzheimer's medical story went viral.