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    Building Strong Digital Brands
    Building Strong Digital Brands
    Building Strong Digital Brands
    Ebook176 pages1 hour

    Building Strong Digital Brands

    By Dieter Georg Herbst and Thomas Heinrich Musiolik

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    About this ebook

    Digital branding is a demanding management task, requiring comprehensive attention to detail and the highest levels of expertise.
    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.
    LanguageEnglish
    Publisherepubli
    Release dateDec 8, 2015
    ISBN9783737580199
    Building Strong Digital Brands

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      Book preview

      Building Strong Digital Brands - Dieter Georg Herbst

      We would like to express our sincere thanks to Janita Gall and Jerrold Freitag for the great collaboration!

      DSC_5580_Herbst.JPG

      Prof. Dr. Dieter Georg Herbst

      The question of how to further improve digital branding has occupied me for many years. Along my search for answers, I devour books, speak with consumers, consult with colleagues and closely follow the latest research. What motivates me? I wish to create beautiful things in order to make the world more beautiful. Digital branding offers enormous potential in this regard: stories, images and powerful emotions go hand-in-hand with digital brands.

      As an internationally recognized expert in Digital Brand Management I consult worldwide for companies, organizations and individuals. Moreover I am honorary professor for Strategic Communications Management and Head of Department of the masters program Leadership in Digital Communication, Head of the accreditation course Digital Brand Management around the World at the Berlin University of the Arts (Germany), guest professor at the JiaoTong University in Shanghai (China), chief instructor for Corporate Communications and Social Media in two EBMA programs at the University of St. Gallen (Switzerland) as well as lecturer for Digital Brand Management at the University of the Arts London (Great Britain). I work and teach worldwide. As a member of the Council of Internet Sages I look ahead with other visionaries into the digital future.

      Contact: www.dietergeorgherbst.de

      Thomas Heinrich Musiolik

      Annoyance, boredom and disappointment with most brands drives me to look for the perfect brand code. I want to experience and feel brands. I want brands to excite me. I want to feel their passion and contagious energy – I want a mind orgasm.

      That is how I approach the quest for the perfect brand code as director of the Digital Brand Lab and in my role as post-graduate researcher. Which brand code stands for what? Which feelings and emotions does it evoke? How does it need to look in order to facillitate multisensory brand communication in digital media with the end game being to turn the the brand of the future into a liveable experience in the digital world and ensure an unforgettable mind orgasm.

      In addition, I have authored various books and articles in professional marketing & communication journals. My goal has always been to improve lives functionally and emotionally. You can count on my wizardry, a little insanity and a thirst for knowledge: I will make the world a better place and change the future.

      Contact: www.digitalbrandlab.de

      Table of Contents

      1 Chapter 1: Strong Digital Brands Evoke Strong Emotions

      1.1 Unit 1: Introduction

      1.2 Unit 2: Strong Digital Brands Are of Increasing Importance

      1.3 Unit 3: Strong Brands Reward Us with Powerful and Positive Emotions

      1.3.1 How brand management has evolved

      1.4 Unit 4: Strong Digital Brands Generate Emotion

      1.5 Unit 5: The Strong Digital Brand Speaks to the Reward System

      1.5.1 Motives – what we avoid and what we seek out

      1.5.2 Security

      1.5.3 Arousal

      1.5.4 Autonomy

      1.6 Unit 6: The Strong Digital Brand Has a One-of-a-Kind Reward Promise

      1.6.1 The brand reward promise in one sentence

      1.7 Unit 7: Digital Brands Are Established and Have Clear and Attractive Imagery

      1.7.1 Images = knowledge and judgment

      1.7.2 Strong Brands in Digital Media

      2 Chapter 2: Unique Aspects of Digital Media and Digital Technologies

      2.1 Unit 1: Introduction

      2.2 Unit 2: Where Brands Live in Digital Media: Digital Brand Environments

      2.3 Unit 3: Unique Aspects of Digital Branding: the Big Four

      2.3.1 Integration

      2.4 Unit 4: Accessbility

      2.5 Unit 5: Connectivity

      2.6 Unit 6: Interactivity

      2.6.1 Machine-to-machine-interaction

      2.6.2 Person-to-machine interaction

      2.6.3 Person-to-person interaction

      2.6.4 Person-to-content interaction

      3 Chapter 3: Digital Productions: Digital Brand Storytelling

      3.1 Unit 1: Introduction

      3.1.1 Increase in Importance of Digital Brand Storytelling

      3.1.2 Storytelling’s three components

      3.2 Unit 2: Effect: Storytelling is brain-friendly communication

      3.3 Unit 3: Core elements: people, action and the stage

      3.3.1 Characters

      3.3.2 Elements of action in the story:

      3.3.3 Stage and props

      3.4 Unit 4: Dramaturgy: the hero’s journey

      3.4.1 Actions: the hero’s journey

      3.4.2 Examples: brand stories

      3.4.3 Tools: Ladder of Abstraction and islands of understanding

      3.5 Unit 5: Unique aspects: digital brand storytelling’s big four

      3.5.1 Integration: multimediality

      3.5.2 Accessibility: location-based branding

      3.5.3 Connectivity: smaller pieces of information within the main thread and secondary threads

      3.5.4 Content interactivity: users creating new forms of storytelling

      3.5.5 Problems with interactivity

      3.6 Unique aspects of digital brand storytelling

      3.7 Unit 6: Scope: Digital Brand Storytelling Environments

      4 Chapter 4: Emotional Boosting toward the Strong Digital Brand

      4.1 Unit 1: Introduction

      4.2 Unit 2: Emotional Brand Coding – Expressions of Strong Digital Brands

      4.2.1 Four Types of Codes

      4.1.2 Sensors

      4.1.3 Symbols

      4.1.4 Language

      4.1.5 Stories

      4.1.6 Digital Brand Code Book

      4.1.7 Three approaches to a clear positioning

      4.3 Unit 3: Multisensory impressions in digital media: the strong brand speaks to all the senses

      4.3.1 The importance of multisensory experiences

      4.3.2 Multisensory boosting

      4.3.3 Multisensation and our digital brand

      4.4 Unit 4: Emotional Boosting: Importance of people

      4.4.1 Effect of people

      4.5 Unit 5: Mirroring: we think, feel and act like others do

      4.5.1 Four important types of mirroring

      4.5.2 Checklist: people as motif

      5. Service

      4.6 Overview of methods and tools introduced in this book

      4.7 Literature

      4.8 List of Figures

      4.9 List of Tables

      1            Chapter 1: Strong Digital Brands Evoke Strong Emotions

      1.1              Unit 1: Introduction

      Goals

      The reader:

      ►     learn what a (digital) brand is

      ►     learn why emotions play a central role in brand management

      ►     learn how to formulate a clear and uniquely attractive Brand Reward Promise

      20141203_154238-1024x576.jpg

      Figure 1: Apple is one of the most established brands worldwide (Foto: Herbst)

      Apple, IKEA, Google – strong brands we know and love. It is no accident that these brands became as strong as they did. Professional brand managers built them in a targeted manner and supported them over the long term. We recognize strong brands right away. We are uniquely attracted to them and readily separate them from other brands. We trust and adore them. The path to a strong brand involves professional brand management.

      Strong brands fulfill the needs of the consumer of digital media: orientation, added value and trust. Strong brands in digital media make it possible for the company to establish long-term market advantages. Despite these advantages, a look at real experience is sobering: click through falls off. Visitors are bored, irritated or even angry. The reason is that the demands of professional brand management have gotten lost in the fast-paced rise of digital media and digital technologies. Since the competition is only increasing here, it begs the question of how to manage brands professionally in digital media.

      Learning and expertise are largely missing from the field: while the body of insight around classical brand management is sizeable, mere assumptions instead of a comprehensive knowledge base still dominate digital branding. This much is for certain: organization, planning and execution must be aligned to harness the potential of digital branding; a successful presence in digital media must pay close attention to and consistently utilize the media’s unique capabilities.

      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.

      The added value of digital brand management is in the optimum leveraging of its four unique attributes (the big four) of integration, accessibility, connectivity and interactivity. Brand managers must exploit this added value in a targeted and consistent fashion in order to clearly position the brand in the minds of consumers and to develop a competitive advantage over the long term. Many brands are

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