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  • Brand Architect reports on developments in the marketing services industry and hopefully contributes to the thinking that is shaping the intersecting worlds of brand consulting, advertising and management consulting.


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« Digital and Social Marketing Outlook for 2013 | Main | The Fickleness of Brand Loyalty »


Aaron Hoos

Thanks for the thought-provoking post, Patrick. Totally agree with your statement: "Key to the success of brand journalism is not going to be writing exclusively about the client brand but also objectively about the interests it shares with its target market..." Excellent observation.

Your posts prompts a question that I'm having trouble answering: You write "... including objective reportage about competitors and developments that may not include the client brand." I love that idea but what does it look like and how does it benefit a client brand? (Perhaps it's my assumptions that are wrong: Are we assuming that this form of journalism appears in media that the brand owns? If so, then I can see the potential benefit of this form of brand journalism. If the content doesn't appear in media owned by the brand, then how would this form of brand journalism benefit the brand?)

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