Оглавление
Dieter Georg Herbst. Building Strong Digital Brands
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
