Building Strong Digital Brands. Dieter Georg Herbst

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СКАЧАТЬ 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

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