Brand Journalism and Personal Branding in Academia

Background

Brand journalism is assuming greater prominence in business and media, while the attitude of the audience has changed and the advertising practice has lost efficiency. However, in no way is this a new form of communicating. Approximately one hundred and twenty years ago, according to Abiad (2014), The Furrow emerges in 1895 to attractively publicize agricultural content with an added value. “John Deere - the world's leading agricultural machinery manufacturer - had the good idea of ​​setting up a free publication for his potential clients”, which helped him to convert Deere tractors into the most highly demanded tractors on the market. The magazine is still being published today. It is obvious that another technology was used at that time to publicize such content. Today, with the help of the Internet and web 2.0 and 3.0, the technological change is indisputable owing to the fact that the magazine contents can be more widely spread at a cheaper price. In any case, the way of telling the story to reach the audience prevails.