The old way of inspiring brand awareness and loyalty focused on influencing consumers by subtly “highlighting” a certain word or term in marketing campaigns. Today, users no longer respond to marketing language and advertising campaigns that speak generically about a brand. It seems to me that customers want a personal connection, and brand journalism allows companies to entrench themselves in consumer’s lives without the in-your-face, sales’y tactics people hate.

[…] Instead of using content that directly promotes the brand through traditional marketing tactics, brand journalism focuses on building stories and other informational content that highlights value from a different point of view. Companies that embrace brand journalism use interviews and article-based websites that provide journalistic information to support a product’s offerings.