"Journal of Payments Strategy and Systems provides a host of useful, actionable and informative articles and papers that demonstrate the extraordinary opportunities for improving the payments systems. These are written by subject matter experts: corporate practitioners; consultants; bankers; vendors and scholars. The variety of the topics and the points of view make this a must read, even for those who think they know all there is to know about payments."
Brand journalism: How to engage successfully with consumers in an age of inclusive individuality
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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.
Keywords: brand journalism, globalisation, localisation, personalisation, inclusive individualist, brand story, brand framework, content