Building a brand newsroom: Your brand is live, even if you are not

Brooks Thomas

Journal of Brand Strategy, 2017, vol. 5, issue 4, 356-361

Abstract: Live streaming video is top-of-mind for many companies in the USA, and your brand is live, whether you’re live streaming or not. Customers now have the means to amplify a brand at its best, and during times of crisis. Companies need a robust strategy, well-trained employees and the equipment to execute in a best-in-class way. The age of live streaming is maturing fast, and high-quality live content is the future, both in its planning and in practice. Southwest Airlines has led the way with its innovative approach to live streaming, from strategy to execution, and is forging ahead to build a brand newsroom that is capable of producing broadcast-quality live streams, produced with the speed of traditional television stations. In this paper, readers will learn about Southwest’s planning process and the resources necessary to get started on a robust live streaming strategy.

Keywords: brand journalism; live streaming; livestreaming; video; Facebook Live; Periscope; Southwest Airlines (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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