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Brand journalism: How to engage successfully with consumers in an age of inclusive individuality

Author

Listed:
  • Light, Larry

    (Arcature, USA)

Abstract

Brand journalism helps brands engage powerfully with the modern consumer. Marketers must build consistent powerful brands in an environment that demands global consistency, local differentiation and personal relevance all at the same time. There is also an important development in customer values and behaviours. The customer wants to be respected as an individual and wants to feel they belong to something bigger than just themselves: this is called a need for ‘inclusive individuality’. Brand journalism is the best approach for addressing these challenges.

Suggested Citation

  • Light, Larry, 2014. "Brand journalism: How to engage successfully with consumers in an age of inclusive individuality," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(2), pages 121-128, June.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:2:p:121-128
    as

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    More about this item

    Keywords

    brand journalism; globalisation; localisation; personalisation; inclusive individualist; brand story; brand framework; content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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