Overview
Zahlreiche Praxisbeispiele Schritt für Schritt
Anleitung für die praktische Umsetzung
Eigenes Kapitel zu transmedialem Storytelling
Includes supplementary material: sn.pub/extras
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Table of contents (5 chapters)
Keywords
About this book
Reviews
Aus den Rezensionen:
"... bietet es eine sehr lesenswerte Alternative zu den klassischen Lehrbüchern, die sich mit Markenführung beschäftigen ... Das vorliegende Buch wendet sich an Führungskräfte und Marketingexperten , die auf der Suche nach einem alternativen Ansatz der Markenführung sind ... liefert das Buch neben dem theoretischen Fundament auch eine Anleitung wie das Thema 'Narrative Brand Planning' umgesetzt werden kann." (Prof. Dr. Ralf Jasny, in: die Bank, Heft 12, Dezember 2013)
Authors and Affiliations
About the authors
Frank Otto Dietrich’s working and research interests centre on brands that function successfully in identity construction, for media presence and as an interface for business models. He has worked within agencies in the area of planning/strategy for national and international brands. After working at GREY Worldwide, Frank Otto Dietrich went on to study Communications, Strategic Marketing, Sociology and Politics. He holds a Master’s degree from Berlin University of the Arts. Together with Ralf Schmidt-Bleeker, he developed the concept of Narrative Brand Planning, and at the start of 2012 they founded the advertising agency WAALD. Today, Narrative Brand Planning provides the core methodology for their work.
Ralf Schmidt-Bleeker’s work focuses on complex aspects of brand meaning, and their management. He is particularly fascinated by the conflicts and ambivalences that make brands exciting and successful. Ralf Schmidt-Bleeker worked for the WPP agency Arthur Schlovsky, among others, in the area of planning/strategy for national and international brands. He initially came to the industry from a visual perspective as a trained media designer, before completing a Master’s degree in Communications, Strategic Marketing, Sociology and Politics at Berlin University of the Arts. Together with Frank Otto Dietrich, he developed the concept of Narrative Brand Planning, and at the start of 2012 they founded the advertising agency WAALD. Today, Narrative Brand Planning provides the core methodology for their work.
Bibliographic Information
Book Title: Narrative Brand Planning
Book Subtitle: Wie Marken zu echten Helden werden
Authors: Frank Otto Dietrich, Ralf Schmidt-Bleeker
DOI: https://doi.org/10.1007/978-3-642-32920-3
Publisher: Springer Gabler Berlin, Heidelberg
eBook Packages: Business and Economics (German Language)
Copyright Information: Springer-Verlag Berlin Heidelberg 2013
Hardcover ISBN: 978-3-642-32919-7Published: 04 April 2013
eBook ISBN: 978-3-642-32920-3Published: 21 March 2013
Edition Number: 1
Number of Pages: VIII, 142
Number of Illustrations: 8 illustrations in colour
Topics: Marketing, Sales/Distribution, Corporate Communication/Public Relations