Category Archives: Writing

CMO Next 2018: 50 Marketing Chiefs Who Are Redefining The Role And Shaping The Future

CMO Next 2018: 50 Marketing Chiefs Who Are Redefining The Role And Shaping The Future
— Read on www.google.com/amp/s/www.forbes.com/sites/jenniferrooney/2018/09/24/cmo-next-2018-50-marketing-chiefs-who-are-redefining-the-role-and-shaping-the-future/amp/

How to Balance SEO Strategy with Brand Storytelling

Never again choose between good brand storytelling and SEO. Here’s how marketers can keep it creative while staying on top of their keyword strategy.
— Read on www.skyword.com/contentstandard/storytelling/how-to-balance-seo-strategy-with-brand-storytelling/

The greatest threat to American journalism: the loss of neutral reporting | TheHill

Journalists have more freedom, more reach, and more ability to inform than ever before — but those advantages bring an even greater responsibility to the public.
— Read on thehill.com/opinion/white-house/417921-the-greatest-threat-to-american-journalism-the-loss-of-neutral-reporting

Coors Light and National Geographic Discover What’s Next

Screen Shot 2018-09-26 at 2.13.41 PM.pngThe Benefits of #BrandStorytelling #branding #brandjournalism #partnerships #storytelling

Storytelling has become an invaluable tool for brands across all industries. For ‘My Next,’ in particular, the initiative and partnership allowed Nat Geo to help bring the story of what’s next for both Coors Light and National Geographic Explorers to life. And, like its brand partnership vetting process, Nat Geo has a very specific way that it approaches brand storytelling.

Wiese noted, “We look at brand storytelling the same way we do with any content across our global television, digital, social, and print channels. Great stories have the power to transform the way we understand the world and our role in it. Nat Geo stories focus on humanity, authenticity, curiosity, and purpose.”

However, beyond the visuals, Wiese noted that excellent brand storytelling must have a protagonist or hero who audiences inherently want to follow. “And, we’re lucky to already have those heroes in our explorers, photographers, scientists, and creators. They have made National Geographic the globally revered media company it is today and for the past 130 years.”

Read More (Forbes)

 

 

Design of Everyday Things

DesignOfEverydayThingsOne of my favorite books: The Design of Everyday Things, Revised and Expanded Edition  By Don Norman [@jnd1er] – jnd.org

From the Preface: “This is a starter kit for good design. It is intended to be enjoyable and informative for everyone: everyday people, technical people, designers, and non-designers. One goal is to turn everyone into great observers of the absurd, of the poor design that gives rise to so many of the problems of modern life, especially of modern technology. It will also turn everyone into observers of the good, of the places where thoughtful designers have worked to make our lives easier and smoother. Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible, serving us without drawing attention to itself. Bad design, on the other hand, screams out its inadequacies, making itself very noticeable.”

See More (jnd.org)
https://www.jnd.org/books/design-of-everyday-things-revised.html

My Take From Brownie Bytes

I’ve used these principles for every product, marketing, website, and content I’ve ever worked on – since the first edition of this book. You would be wise to do the same.

Cool London Hotel Identity Campaign [videos]

AssemblyThe energetic identity for London-based hotel brand Assembly invites visitors to get up and go explore the city.

The affordable hotel category isn’t giving travelers what they want. Airbnb has raised the bar by offering genuine, relevant experiences, but, bland, cookie-cutter budget hotels have so far failed to respond. Assembly is looking to change that with a brand that removes the pointless extras, in favor of what really matters to its audience.

@Ragged_Edge @MaxOttignon @CommArts

See More (Communication Arts)

My Take From Brownie Bytes

Max Ottignon and his team at Ragged Edge faced the branding of this affordable urban hotel head on. Folks don’t go to central London to hang out in a hotel room. So they invite guests to get out!  Great concept.

The Best of Off-Network Streaming Video News

I’ve been doing some research on video news delivery over the Internet and found these as some of the best.

Why off-network? Because the TV, cable, and satellite news providers have a formula to get you to watch their commercials and it drives most of us crazy – long on tease and promotion, short on information and actual news.

You can spend a half hour watching network or local affiliate news and get about 8-12 stories. Who has time for that? I really don’t care to watch their non-stop fancy production graphics and their promos. Get to the news already! Those same 8-12 stories can be delivered in 10-15 minutes without all the fluff.

The news videos I found are not big on hi-end video production values but they provide a lot of information in their broadcasts.

Vimeo has over 13 thousand videos in their “news” and reporting & journalism categories. That includes a lot of promo videos masquerading as news, video news packages from Iran, Vietnam, and other countries, trade show video news segments, etc.

YouTube has a mix of the usual networks, local affiliates, government or quasi-government video (like Voice of America), corporate news, and much more… 7.5 billion videos that are tagged “news.” Virtually every possible media outlet has a YouTube Channel.

Here’s just a few of the good streaming news productions that provide great information to their audiences (doesn’t include the usual networks for the above reasons):

Tech News Weekly

Science News
Non-Profit Society for Science & the Public has been published as a magazine since 1922. They started their YouTube Channel in 2013.

This Week in Palm Beach (Full Disclosure: R. Michael Brown from Brownie Bytes writes and produces this)

Australian Mid-Western Regional Council Community News

Post-lite weekly news and events for the week from Lorton Valley, Virgina Star newspaper, with Valerie Nalls of Nalls Produce

What makes these broadcasts great is the writing and producing!  The audio for the most part is not off-the-cuff, it’s planned out, not lots of useless banter from the anchor or between those on the screen, and the visuals match what is said.

Seems simple, right?  Believe me there is a lot of streaming drivel out there. Chatty intros and what must be inside jokes because I didn’t get it.  Moving powerpoint like screens with voiceover, or no audio at all – just text on the screen to read – YIKES!  Reading videos?

Of course there are many streaming news services. The more the subscribers, the higher production values. Listed in order of views or subscribers:

YouTube News (34 million subscribers)
This is the aggregation of what Google (YouTube owner) deems a news outlet.
https://www.youtube.com/channel/UCYfdidRxbB8Qhf0Nx7ioOYw

The Young Turks (4 million subscribers)
Liberal (they say Progressive) streaming site.
https://www.youtube.com/user/TheYoungTurks

Russia Today [RT] (2.8 million subscribers)
RT is a global news channel broadcasting from Moscow and Washington studios.
https://www.youtube.com/user/RussiaToday

Vice News (3.3 million subscribers)
HBO News Network
https://www.youtube.com/user/vicenews

There are many more, millions in fact. See them in the link below:
https://www.youtube.com/results?sp=CANCBAgBEgA%253D&search_query=news

The point is, you don’t need hi-end production to deliver a great video news service to your audience. Just great writing and producing.  Distribution is on the Web, video sites, and social media.