Think you know about Brand Journalism?
In the words of leading marketers, it's not the New York Times or the BBC writ large. It's IBM, Ford and, probably soon, Taco Bell. At this week's SIIA Information Industry Summit, the hand between Ford's "Bold Moves" website explained the direction of the fingers. "We decided we'd call it brand journalism," said Colleen DeCourcy, who serves as the chief experience officer (candidate for the Wired list of dot-com super-titles?) of JWT ad agency. DeCourcy described the ins and outs of telling Ford's story -- "documenting internal struggles, initial perceptions", etc. -- and how she didn't an overarching way of describing how Ford would describe Ford. Hence: brand journalism, or journalism about the brand.
On the "Advertising and PR for Everyone: Who is Winning the Race for Marketing Dollars?" panel, ably moderated by David Meerman Scott, DeCourcy was joined by Ben Edwards. He's director of new media communication for IBM, and a veteran of The Economist, or as the program had it: "Ben enjoyed a 14-year career as a journalist in the "mainstream media". Ben spent the last nine of these years as a reporter, foreign correspondent and editor for The Economist magazine, covering business, finance and politics from London, Tokyo and New York."
Edwards' take on such brand journalism: He embraced it.