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Building a brand newsroom: Your brand is live, even if you are not

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  • Thomas, Brooks

Abstract

Live streaming video is top-of-mind for many companies in the USA, and your brand is live, whether you’re live streaming or not. Customers now have the means to amplify a brand at its best, and during times of crisis. Companies need a robust strategy, well-trained employees and the equipment to execute in a best-in-class way. The age of live streaming is maturing fast, and high-quality live content is the future, both in its planning and in practice. Southwest Airlines has led the way with its innovative approach to live streaming, from strategy to execution, and is forging ahead to build a brand newsroom that is capable of producing broadcast-quality live streams, produced with the speed of traditional television stations. In this paper, readers will learn about Southwest’s planning process and the resources necessary to get started on a robust live streaming strategy.

Suggested Citation

  • Thomas, Brooks, 2017. "Building a brand newsroom: Your brand is live, even if you are not," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(4), pages 356-361, March.
    • Handle: RePEc:aza:jbs000:y:2017:v:5:i:4:p:356-361
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    More about this item

    Keywords

    brand journalism; live streaming; livestreaming; video; Facebook Live; Periscope; Southwest Airlines;
    All these keywords.

    JEL classification:

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

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