Dieter Georg Herbst - Building Strong Digital Brands
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- Название:Building Strong Digital Brands
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Building Strong Digital Brands: краткое содержание, описание и аннотация
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Digital branding means brand management in digital media and technologies. Employing its particular capabilities, digital branding seeks to raise the profile of the brand and to systematically shape it over the long term. Successful digital branding is not an isolated instance, but rather a piece of holistic brand management: visitors should experience digital offerings in the same way they experience the brand in television, radio and print.
Following a primer on brand management and the particulars of digital media and technologies, the reader experiences how to present a brand using digital brand storytelling. In the latter portion of the eBook, the reader will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
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2.6 Unit 6: Interactivity We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
2.6.1 Machine-to-machine-interaction We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
2.6.2 Person-to-machine interaction We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
2.6.3 Person-to-person interaction We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
2.6.4 Person-to-content interaction We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3 Chapter 3: Digital Productions: Digital Brand Storytelling We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.1 Unit 1: Introduction
3.1.1 Increase in Importance of Digital Brand Storytelling We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.1.2 Storytelling’s three components We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.2 Unit 2: Effect: Storytelling is brain-friendly communication We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.3 Unit 3: Core elements: people, action and the stage We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.3.1 Characters We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.3.2 Elements of action in the story: We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.3.3 Stage and props We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.4 Unit 4: Dramaturgy: the hero’s journey We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.4.1 Actions: the hero’s journey We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.4.2 Examples: brand stories We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.4.3 Tools: Ladder of Abstraction and islands of understanding We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5 Unit 5: Unique aspects: digital brand storytelling’s big four We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5.1 Integration: multimediality We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5.2 Accessibility: location-based branding We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5.3 Connectivity: smaller pieces of information within the main thread and secondary threads We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5.4 Content interactivity: users creating new forms of storytelling We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.5.5 Problems with interactivity We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.6 Unique aspects of digital brand storytelling We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
3.7 Unit 6: Scope: Digital Brand Storytelling Environments We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4 Chapter 4: Emotional Boosting toward the Strong Digital Brand We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1 Unit 1: Introduction
4.2 Unit 2: Emotional Brand Coding – Expressions of Strong Digital Brands We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.2.1 Four Types of Codes We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.2 Sensors We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.3 Symbols We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.4 Language We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.5 Stories We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.6 Digital Brand Code Book We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.1.7 Three approaches to a clear positioning We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.3 Unit 3: Multisensory impressions in digital media: the strong brand speaks to all the senses We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.3.1 The importance of multisensory experiences We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.3.2 Multisensory boosting We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.3.3 Multisensation and our digital brand We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.4 Unit 4: Emotional Boosting: Importance of people We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.4.1 Effect of people We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.5 Unit 5: Mirroring: we think, feel and act like others do We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.5.1 Four important types of mirroring We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.5.2 Checklist: people as motif We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
5. Service We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
4.6 Overview of methods and tools introduced in this book
4.7 Literature We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!
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