Brand Journalism

Find one great example of Brand Journalism. Who created the content? Who is the audience? 
What are they trying to get the audience into? Why is it effective?

You’re probably wondering what exactly brand journalism is.

Brand journalism is not a commercial telling you to buy a specific product.

Instead, brand journalism is a company’s attempt to connect with their specific audiences by providing a collection of quality content. This can be through print, photo or video that is valuable to you, their customer.

Simply put, brand journalism is a company’s attempt to tell their brand story.

What am I talking about?

Well let’s take a look at Aldo Shoes’ blog – ‘A/ Blog’


This blog is just one of the many social media platforms that Aldo Shoes uses to connect with their customers and is a very good example of brand journalism.

This blog is created by the Aldo Shoes team. The audience is men and women who are into fashion. Aldo Shoes is known for carrying the most current high fashion trends in shoes in accessories at an affordable price.

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One quick look at this blog and you’ll see it reads exactly the same as the online version of any fashion magazine. Here are screen grabs from the fashion section of Flare Canada and Elle Canada websites for comparison.

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The Aldo blog doesn’t focus directly on Aldo Shoes – although yes the Aldo twitter feed and a link to the Aldo website are clearly visible.

But instead of selling shoes to their readers, they focus on sharing a variety of stories pertaining to fashion, trends, lifestyle, food, travel, and behind the scenes material. As someone within Aldo’s target demographic, this blog certainly appeals to me.

On Aldo’s ‘A/Blog ‘ there are:

  • A lot of photos for visual reference and inspiration
  • Fashion tips for putting entire outfits together.
  • Articles discussing the latest fashion trends and how to wear these trends everyday.
  • Highlights on the arts community throughout Canada
  • Pieces on cool events that Aldo team members across Canada have attended and been a part of
  • Access to behind the scenes footage (photoshoots, fashion shows, employee award ceremony’s and much more)

A personal favorite is the “Toe-to-Toe” series. Here, two Aldo employees with completely different styles rock the same pair of shoes. This really connects with me as it shows me the versatility of an item and also gives me ideas on how to wear items I already own… or at least motivates me to try an item I may have been hesitant about. And no, it isn’t always an Aldo product I had in mind.

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There are Aldo fanatics throughout every social media platform who not only have access to the latest fashion and lifestyle tips, advice, articles and trends, but are also able to share with Aldo and to other Aldo shoppers their personal experiences with the company and product.

The greatest draw in my opinion, having visited many of Aldo’s online profiles, is the fact that customers are able to connect with the images that Aldo is putting out there. These are products customers can actually purchase – at Aldo or elsewhere. They are the most current trends that they can afford and styles that they can actually emulate.

I believe that Aldo has successfully created a seamless fashion & lifestyle community online for their shoppers. Through their blog and other social media profiles they are able to provide exclusive type content to their everyday shoppers.Having access to such material  has certainly kept me coming back for more – online and in store.

Brand Journalism – mission accomplished.



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