create account

Brand Journalism - a topic for the Steem Blockchain? by uwelang

View this thread on steemit.com
· @uwelang · (edited)
$53.63
Brand Journalism - a topic for the Steem Blockchain?
## Writing about marketing and communications
Dear Steemians, this is a test to find out if there are still guys reading posts and a test whether business topics work. Around comms that might be needed also to push this blockchain a bit to the next level - I actually gave up a bit writing about such topics, but hey - let us give this another try! 

Here comes my third post in the serial about brand journalism - the first ones are from over 2 years ago. Hope you enjoy!

<strong>Brand journalism, content marketing and storytelling</strong> - Are these just ephemeral marketing hypes of the communication industry in the 21st century?

<center>http://www.teamlewis.com/images/default-source/united-kingdom/blog/old-time-classics-of-brand-journalism.jpg?sfvrsn=0</center>

Absolutely not! There are a number of examples from the past that showcase how businesses have managed to firmly anchor their brands in consumers’ memories, through storytelling or adding extra value for their customers. Please read what one of my team members compiled. This is Traditional Brand Journalism - not from 2017 but from the last century.

<center>https://c1.staticflickr.com/1/473/32572636606_634e2e8184.jpg</center>

<h3>Recipes as value add</h3>
In 1891 a pharmacist from Bielefeld in Germany introduced a new baking soda. His innovative idea was the packaging size. In contrast to his competitors he offered practical small packages, which exactly matched the 500 grams of flour required – a blessing for the housewife. The rapid success of these baking soda sachets was equally down to the delicious, easy-to-prepare recipes that were printed on their packaging. In this way, the pharmacist established himself as an expert for baked goods amongst his customers. He also won their trust in his brand. If people followed the recipes, the cake would always turn out as hoped. The pharmacist from Bielefeld was in fact Dr. Oetker! With this ingenious service initiative, Oetker managed to evolve his small pharmacy business into one of Germany’s largest family-owned corporations, with a turnover of 11 billion Euros.
<h3>From tyres to travel guides</h3>
Michelin, the French producer of tyres, devised a special service for their customers back in 1900. André and Édouard Michelin developed a directory of garages for French car drivers – less than 3,000 at the time – and so the first Michelin Guide was born. Originally limited to France, with a circulation of 35,000 copies, the success story of the renowned hotel and restaurant guide began. 
<center>https://c1.staticflickr.com/1/296/32572635636_1c8cfcdd54.jpg</center>

The travel book also offered tips on how to use the car and tyres and listed the names of garages, battery charging stations and petrol stations. Today, the Red Michelin and Green Michelin have become internationally established travel guides that are used worldwide by tourists as a qualified source of information. With an online edition, numerous international issues and the awarding of the renowned Michelin stars, the tyre producer has managed to establish their customer service initiative as a brand of its own in the competitive travel industry.
<h3>Making records</h3>
After failing in his hunt for a golden plover during a shooting party, Sir Hugh Beaver, general manager of the Irish Guinness brewery, was involved in an argument over which was the fastest game bird in Europe: a plover or a grouse. On realising that there were no reference books to help settle such an argument, he had the idea of combining beer consumers’ passion for betting with a compilation of records. As a result, he commissioned the first edition of The Guinness Book of Records. Over the years the compilation of records grew in popularity and the registered trademark was later sold to the Jim Pattison Group in 2008. Today, other businesses use Guinness World Records to promote their own brands, with extensive coverage on the Internet, TV shows and in books, as well as via social media channels. That is how a hunting defeat turned into one of the world’s most popular brands, with 98 per cent brand recognition in the English-speaking world.

As these three examples demonstrate, brand journalism is not an invention of the 21st century. It has been around, in some form or another, for over 100 years, and contributed to the impressive growth of a number of brands. Regardless of its label, whether such an initiative is successful will depend on the brilliant idea and also on the stamina implementing it. Being unique, original and addressing customer needs will always create a platform for success.

Traditional Brand Journalism is still valid for all marketing experts and should be used for future campaigns.

### I pusblished this on my personal blog years ago - a blog that got killed by criminals unfortunately. 

[Read my first post on the serial about the importance of brand journalism](https://steemit.com/story/@uwelang/the-importance-of-brand-journalism)

[Read my second post on the serial about the fundamental of brand journalism](https://steemit.com/story/@uwelang/the-fundamentals-of-brand-journalism)

*Photo sources: Wikipedia, my former company site where I used to write a lot and Pixabay. All are CC0 Public Domain, Free for commercial use, No attribution required*
👍  , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , and 370 others
👎  
properties (23)
post_id74,735,782
authoruwelang
permlinkbrand-journalism-a-topic-for-the-steem-blockchain
categorywriting
json_metadata{"community":"busy","app":"steemit\/0.1","format":"markdown","tags":["writing","story","marketing","life","blockchain"],"links":["https:\/\/steemit.com\/story\/@uwelang\/the-importance-of-brand-journalism","https:\/\/steemit.com\/story\/@uwelang\/the-fundamentals-of-brand-journalism"],"image":["http:\/\/www.teamlewis.com\/images\/default-source\/united-kingdom\/blog\/old-time-classics-of-brand-journalism.jpg?sfvrsn=0","https:\/\/c1.staticflickr.com\/1\/473\/32572636606_634e2e8184.jpg","https:\/\/c1.staticflickr.com\/1\/296\/32572635636_1c8cfcdd54.jpg"]}
created2019-05-14 17:48:18
last_update2019-05-14 18:17:57
depth0
children15
net_rshares103,357,527,956,343
last_payout2019-05-21 17:48:18
cashout_time1969-12-31 23:59:59
total_payout_value40.622 SBD
curator_payout_value13.003 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length5,303
author_reputation271,922,061,735,735
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (435)
@melinda010100 ·
$0.04
Interesting information... I didn't know that was how Dr. Oetker got started. I love reading well written blogs that are of interest to me! 
👍  
properties (23)
post_id74,736,181
authormelinda010100
permlinkre-uwelang-2019514t125955303z
categorywriting
json_metadata{"tags":["writing","story","marketing","community","busy"],"app":"esteem\/2.0.0-mobile","format":"markdown+html","community":"esteem.app"}
created2019-05-14 17:59:57
last_update2019-05-14 17:59:57
depth1
children7
net_rshares84,234,871,550
last_payout2019-05-21 17:59:57
cashout_time1969-12-31 23:59:59
total_payout_value0.028 SBD
curator_payout_value0.011 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length140
author_reputation137,685,716,485,275
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries
0.
accountesteemapp
weight1,000
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (1)
@uwelang ·
Great - a miracle happened, a comment with a message, thanks so much my dear!
properties (22)
post_id74,736,613
authoruwelang
permlinkre-melinda010100-re-uwelang-2019514t125955303z-20190514t180952655z
categorywriting
json_metadata{"tags":["writing"],"app":"steemit\/0.1"}
created2019-05-14 18:09:54
last_update2019-05-14 18:09:54
depth2
children6
net_rshares0
last_payout2019-05-21 18:09:54
cashout_time1969-12-31 23:59:59
total_payout_value0.000 SBD
curator_payout_value0.000 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length77
author_reputation271,922,061,735,735
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
@melinda010100 ·
$0.02
You must not be hanging out with the right people! My posts are filled with meaningful  comments! Come join in anytime! You will meet lots of Engagers! 😃
👍  
properties (23)
post_id74,738,365
authormelinda010100
permlinkre-uwelang-2019514t13574341z
categorywriting
json_metadata{"tags":"writing","app":"esteem\/1.6.0","format":"markdown+html","community":"esteem"}
created2019-05-14 18:57:06
last_update2019-05-14 18:57:06
depth3
children5
net_rshares44,802,809,473
last_payout2019-05-21 18:57:06
cashout_time1969-12-31 23:59:59
total_payout_value0.015 SBD
curator_payout_value0.000 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length153
author_reputation137,685,716,485,275
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries
0.
accountesteemapp
weight1,000
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (1)
@tts ·
To listen to the audio version of this article click on the play image.
[![](https://s18.postimg.org/51o0kpijd/play200x46.png)](http://ec2-52-72-169-104.compute-1.amazonaws.com/uwelang__brand-journalism-a-topic-for-the-steem-blockchain.mp3)
Brought to you by [@tts](https://steemit.com/tts/@tts/introduction). If you find it useful please consider upvoting this reply.
properties (22)
post_id74,737,024
authortts
permlinkre-brand-journalism-a-topic-for-the-steem-blockchain-20190514t182121
categorywriting
json_metadata{}
created2019-05-14 18:21:21
last_update2019-05-14 18:21:21
depth1
children0
net_rshares0
last_payout2019-05-21 18:21:21
cashout_time1969-12-31 23:59:59
total_payout_value0.000 SBD
curator_payout_value0.000 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length368
author_reputation12,621,504,053,655
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
@alexvan ·
$0.04
If you talk about Michelin and it's guide, I had some funny adventure at Schwarzreiter in Munich ;)
👍  
properties (23)
post_id74,740,740
authoralexvan
permlinkre-uwelang-brand-journalism-a-topic-for-the-steem-blockchain-20190514t201112580z
categorywriting
json_metadata{"tags":["writing"],"app":"steemit\/0.1"}
created2019-05-14 20:11:12
last_update2019-05-14 20:11:12
depth1
children3
net_rshares84,069,667,750
last_payout2019-05-21 20:11:12
cashout_time1969-12-31 23:59:59
total_payout_value0.032 SBD
curator_payout_value0.011 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length99
author_reputation173,336,047,324,401
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (1)
@uwelang ·
$0.04
Tell us more

Posted using [Partiko Android](https://partiko.app/referral/uwelang)
👍  
properties (23)
post_id74,799,416
authoruwelang
permlinkuwelang-re-alexvan-re-uwelang-brand-journalism-a-topic-for-the-steem-blockchain-20190515t193810084z
categorywriting
json_metadata{"app":"partiko","client":"android"}
created2019-05-15 19:38:09
last_update2019-05-15 19:38:09
depth2
children2
net_rshares74,474,977,509
last_payout2019-05-22 19:38:09
cashout_time1969-12-31 23:59:59
total_payout_value0.030 SBD
curator_payout_value0.009 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length82
author_reputation271,922,061,735,735
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (1)
@alexvan ·
$0.04
Wanted to go with my Godfather there, as he goes to 3 stars Michelin restaurants on his travels. As this is supposed to be one of the top 2 in Munich we booked a table on their site. We arrived there and it was not that special, no special menu, no wine menu associated with the dinner package. Usually on 3 stars restaurants you book a menu. 

I asked the waiter for the wine menu and he brought another menu. It was the real thing. I said why did they not gave us this at first. Than they said it was an error that we received the second menu. Their system is faulty and did not book us on the side of the restaurant with the star chef and 3 stars. We were in the plain hotel restaurant. So we did not stay... we landed at Augustiner am Platzl which was a total fail. Would nobody recommend that hole.

Posted using [Partiko Android](https://partiko.app/referral/alexvan)
👍  
properties (23)
post_id74,800,635
authoralexvan
permlinkalexvan-re-uwelang-uwelang-re-alexvan-re-uwelang-brand-journalism-a-topic-for-the-steem-blockchain-20190515t200551096z
categorywriting
json_metadata{"app":"partiko","client":"android"}
created2019-05-15 20:05:51
last_update2019-05-15 20:05:51
depth3
children1
net_rshares81,639,701,640
last_payout2019-05-22 20:05:51
cashout_time1969-12-31 23:59:59
total_payout_value0.032 SBD
curator_payout_value0.010 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length873
author_reputation173,336,047,324,401
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (1)
@proofmaster ·
$0.07
Brand journalism will be around for a very looong time. As long as it works and brings results for brands it is here to stay. The story of Dr. Oetker is a great example of how creativity can make a huge difference.

I also appreciate that you took the time to put together a great post. Not many people on this platform talk about marketing so it's always nice to see informative and quality material.
👍  ,
properties (23)
post_id74,777,612
authorproofmaster
permlinkre-uwelang-brand-journalism-a-topic-for-the-steem-blockchain-20190515t120041437z
categorywriting
json_metadata{"tags":["writing"],"app":"steemit\/0.1"}
created2019-05-15 12:00:45
last_update2019-05-15 12:00:45
depth1
children1
net_rshares128,226,964,061
last_payout2019-05-22 12:00:45
cashout_time1969-12-31 23:59:59
total_payout_value0.052 SBD
curator_payout_value0.016 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length401
author_reputation7,963,630,681,040
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000
author_curate_reward""
vote details (2)
@uwelang ·
Thanks a lot for this feedback, very much appreciated

Posted using [Partiko Android](https://partiko.app/referral/uwelang)
properties (22)
post_id74,799,294
authoruwelang
permlinkuwelang-re-proofmaster-re-uwelang-brand-journalism-a-topic-for-the-steem-blockchain-20190515t193538208z
categorywriting
json_metadata{"app":"partiko","client":"android"}
created2019-05-15 19:35:39
last_update2019-05-15 19:35:39
depth2
children0
net_rshares0
last_payout2019-05-22 19:35:39
cashout_time1969-12-31 23:59:59
total_payout_value0.000 SBD
curator_payout_value0.000 SBD
pending_payout_value0.000 SBD
promoted0.000 SBD
body_length123
author_reputation271,922,061,735,735
root_title"Brand Journalism - a topic for the Steem Blockchain?"
beneficiaries[]
max_accepted_payout1,000,000.000 SBD
percent_steem_dollars10,000