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Klassische Markenführung vs. Dynamische Markenführung

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Es gibt Zeiten, in denen althergebrachte Begriffe für die Beschreibung des Neuen nicht mehr taugen. Neuerdings beschäftigt uns die digitale Transformation. Sie erfasst Branche um Branche, Unternehmen für Unternehmen. Freilich auch die Kommunikation. Doch wie kommunizieren wir in diesen Zeiten des Wandels? Es zeichnet sich ab: Kommunikation wird noch wichtiger und sie verändert sich radikal. Erfolgreiche Kommunikation stellt den Kunden wirklich ins Zentrum. Sie stellt einen Kontext zu seiner Lebenswelt und seinen Erfahrungen mit einer Marke her. Deshalb gewinnt Storytelling in der Kommunikation zusehends an Bedeutung. Doch was heisst Geschichtenerzählen in diesen Zeiten? Im Folgenden wollen wir neue Methoden und Begrifflichkeiten des modernen Storytellings diskutieren.

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Klassische Markenführung vs. Dynamische Markenführung

  1. 1. Klassische Markenführung Dynamische Markenführung Storyline (Wie?) Atomized Storytelling (Was?) Human Brand (Wer?) Core Story (Warum?) Mission (Wie?) Leistungsversprechen (Was?) Corporate Identity (Wer?) Vision (Warum?) Darstellung: Christian Schenkel, Marc Leuzinger (Creative Commons 3.0 BY-SA)

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