HSBC uses brand journalism to tell their story

HSBC has developed an online editorial style website that uses brand journalism. There are differing opinions on the value and benefit of the site. I have to say we lean towards the side that says this is a great site. I think it can be easy to criticize without taking into context that it is brand journalism – not journalism. While the stories should be credible, balanced, multi-faceted and provide value, it is still a brand that is responsible for creating this content.

Step by step, we are moving into a more credible approach to sharing the stories of our organizations.

This article is worth a read and the site is worth a visit.

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