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" ... In 2004, Brand Journalism was highly controversial. For die-hards of traditional positioning, there was general outrage. These hardline, tradition-bound positionistas refused to see that Brand Journalism is essential in this new era of fractionalized real-time communications. Like Galileo’s clerics, the positionistas declined to look through the telescope to see the the reality of the new marketing universe. Many advertisers objected to Brand Journalism’s multi-dimensional, multi-faceted way of creating a brand story while still maintaining the integrity of the brand’s promised experience. These out-of-date hard liners held on to the view of repeating a single distilled brand message again and again. These objectors protested that telling the many facets of an evolving brand story would dilute the brand’s USP. They were… and still are… wrong. ... "