What is the course about?
Digital Branding is still an underrepresented and unexplored field in research and practice. The multiplicity of cultural differences within international brand management is vast.
Following a primer on brand management and the particulars of digital media and technologies, participants experience how to present a brand using digital brand storytelling. In the latter portion of the course, you will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
The course addresses the following questions:
• How can I use the unique attributes of digital media and digital technologies for my own digital brand management work?
• How do I stage – like a theater production – my brand effectively in digital media?
• How can I tell exciting, successful stories?
• How can I place my digital brand management (concept) in the minds of my consumers and other important stakeholder groups?
Who should take this course?
The course is aimed at those who believe in the digital future and actively want to shape it, which means that we should cover some basic premises at the outset.
What counts most is passion and the will to build strong digital brands. To be a pioneer. To search out new inspiration, input and to meet new people to share your passion and network with.
What do I need to know?
Some of you already have previous knowledge of branding or of digital media, which is welcome but not required. Interest and curiosity in digital brand management as well as in the unique attributes of digital media and technologies are all you need to participate.
What will I learn?
By the end of the course:
• You will have learned how to use the unique attributes of digital media and digital technologies for your own digital brand management work.
• You will be able to stage – like a theater production – your brand effectively in digital media.
• You will be able to tell exciting, successful stories.
• You will understand how to place your digital brand management (concept) in the minds of your consumers and other important stakeholder groups in an effective manner.
In the first chapter, we will define the most important terms of branding. You will be formulating your own Brand Reward Promise and you'll be dealing with the Limbic Map, which will guide you toward the possibilities for positioning your brand/product in an emotionally and rewarding manner.
We will learn about the unique attributes of digital media and digital technologies.
We will experience how to present a brand using digital brand storytelling.
We will deal with Emotional Brand Codes and learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
Dieter Georg Herbst
Prof. Dr. Dieter Georg Herbst studied Economics (focus on marketing), Sociology, Journalism, Educational Science and Psychology at the universities in Frankfurt/Main, Berlin and Hagen (Germany). For 15 years, he worked in the corporate communications department of Schering, a global pharmaceutical company. In 1993 he created his first website. In 1994 he set up the corporations worldwide Intranet and helped establish the company’s website. He has been an executive partner in source 1 networks GmbH since 1999, and he advises companies all over the world.
Prof. Herbst is Honorary Professor of Strategic Communications Management at the Berlin University of the Arts (Germany) and head of the degree programme “Leadership in Digital Communication”: http://www.ziw.udk-berlin.de/en/
He is also Senior Lecturer for Corporate Communication and Social Media at the University of St. Gallen (Switzerland), Visiting Professor at Antai College of Economics & Management, Shanghai Jiao Tong University (China), Lecturer L’Ecole de Design de Nantes Atlantiques @ Srishti School of Art, Design & Technology in Bangalore (India).
He is member of the “Member "Council of Internet Sages" and was elected “Professor of the Year” in 2011.
In 2015 the Digital Brand Lab was founded:
He has been teaching at company universities and advanced training institutions for many years. He has written 18 books. His website is: http://www.dietergeorgherbst.de
Upcoming projects: "Digital Brand Management around the World". Explore the World of Global eBranding!