Dissertation of Johannes Schubert
From ‘This is it’ to ‘Here I am’
- the metamorphosis towards holistic brand communication
This documents aims to explore the nature of this transition and its consequences for brands and the creative industry from design to advertising by starting with an analysis of the impact of digital technology within the western society (Europe and US). As we realize the shift from a communication principle which can be characterised by the words ‘This is it.’ to a model of ‘Here I am.’ which puts people and brands on equal level, we zoom into the resultant changes in the world of brands. Analyzing the behaviour and expectations of today‘s consumers we can understand in what way the end of the traditional mass-media dominance presents a challenge to the current setup of commercial communication.
The author then explains the recent reactions of agencies, portraits their changing way of working and presents different ground-breaking case studies of creative brand communication that create appreciated value in people‘s life. This document is based on intensive research in the creative industry of London and Hamburg (centres of European Communication Design and Advertising) including various meetings with different types of professionals (i.e. Creative Director, Copywriter, Designer, Planner) of internationally reknown agencies (i.e. Mother, Jung von Matt, BBH, Rapp, Landor), studies of relevant literature (books and periodicals) and a continuous and extensive global web research (mainly journals, blogs, speeches and presentations). The content of his current postgraduate studies of Advertising at Bucks New University as well as discussions with professionals from the client side of Marketing (i.e. Lufthansa) and research from this perspective have assured the author about the accuracy of his observation of a tendency in commercial communication from ‘Product Marketing to Marketing Products’.