For the half-year to 30 June 2014, the IPKat's regular team is supplemented by contributions from guest bloggers Alberto Bellan, Darren Meale and Nadia Zegze.

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Sunday, 20 June 2004

ARE YOU LOVIN' BRAND JOURNALISM


“Brand journalism” is the future according to McDonald’s chief marketing officer, Larry Light. AdAge reports his speech at the the AdWatch: Outlook 2004 conference in New York. Mass marketing, based on single adverts, is old hat according to Light. "We don't need one big execution of a big idea" he said, speaking of the McDonald’s strategy. “We need one big idea that can be used in a multidimensional, multilayered and multifaceted way”. This is where “brand journalism” comes in. It communicates "‘what happens to a brand in the world,’ and create ad communications that, over time, can tell a whole story of a brand”. In other words, instead of communicating one message about the brand it, it shows how different people are using the brand in lots of different ways. As an example, Light cited McDonald’s “I’m Lovin’ It” campaign, which is based around four “cultural languages”: sports, fashion, music and entertainment and employs a variety of media to get its message across.

The IPKat can see the wisdom in such an approach. Different aspects of the campaign will appeal to different consumers, enabling the message to reach the widest possible audience. At the end of the day though, all the strands are brought together by a single trade mark which enables consumers to know where to get the goods or services being provided.

Are you lovin’ it? If so, click here, here, here and here

8 comments:

Jack Naka said...

Just thought i would say hi from Japan. Doing some blog surfing and found your site. Im looking for some cool styles of fashion trend for my own blog. Theres some really amazing blogs about. if you have time check out my site you will find information on fashion trend. Well when i get my blog running hope you come and check it out.

Anonymous said...

I discuss this topic daily myself. I also have a website that talks about business infrastructure resource management related things. Go check it out if you get a chance.

Anonymous said...

Imagine Thousands Of Links Back To Your Web Site From Other People's Blogs!

Brian said...

Hey, you have a great blog here! I'm definitely going to bookmark you!

I have a email free marketing site/blog. It pretty much covers email free marketing related stuff.

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Dan said...

Good blog but without real estate advertising you have little chance of selling anything.

Anonymous said...

I discuss this topic daily myself. I also have a website that talks about make money form home related things. Go check it out if you get a chance.

Brian said...

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