London Berlin: Digital Brand Management

Summer School 2017

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Teaching in London is delivered by CSM short course tutors, and teaching in other cities is delivered by our partner institutions. 

Taught by: Marc Wood, Dieter Georg Herbst

We all purchase IKEA furniture and cannot get enough it, or of the brand. But how could IKEA leverage the particularities of digital media and digital technologies to create an even deeper bond between consumers and their favourite brand? We’re all familiar with the Marlboro Man and the allure of the Wild West: how does Marlboro tell its story on the web, on smart phones or on any cell phone? How do brands establish deep connections with digital media and maintain the relationship over the long term?

The digital future of brands is already underway. A few examples: Increasing numbers of brands are online, including those from around the world. “Big” brands are long established online; consumers are purchasing and ordering more and more online and via mobile; they are increasingly recommending their favorite brands among one another on social networks.

On the other hand: The particularities of digital media often go unused, especially the possibility to talk to consumers. Brands hardly offer experiences on the internet, yet experiences are imperative for differentiation and consumer connection (‘Create a website that makes you cry’).

Many brands fall down on cultural differences: How does Lindt-Sprüngli sell chocolate in China? Volkswagen cars in Korea? Why did Henkel use the national colors of Ukraine for its toilet cleaner? Facebook and Twitter are established and adored here – not so in other parts of the world. There are other networks with their own relationships with one another. Result: unused potential, improper action or crises on the internet cost companies a lot of money!

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 theatre 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?

Content

• Future digital business models

• Digital media and technologies

• Brand management: models

• Digital brand management: models, particularities of digital brand management, successful examples

• Brand controlling

• Experiences in digital brand management

• Brand management in social networks

• Global and regional cultural differences in digital brand management

• Brand relationships: construction and evolution in digital media

• Codes and user experience in digital brand management

• Success of digital storytelling

• Developments in Digital Brand Management.

Methods

• Lectures

• Small group work

• Individual work on one’s own examples

• Case studies

• Excursions to companies and agencies.

Tutors:

Marc Wood graduated from Central Saint Martins in 1988 and has gone on to work at the UK’s top agencies and consultancies including: Gary Rowlands Associates, Lewis Moberly, Michael Peters Group, Coley Porter Bell, Peter Saville Associates, Pentagram, Conran Design, Luxon-Carra and Contra, where he was creative director of a 110 people-strong global integrated creative agency. Since 2004, Marc Wood has been running a small boutique brand consultancy specialising in brand identity creation , implementation and brand management. In the course of his career, Marc Wood has designed and managed branding and design projects for a large variety of international clients, in various fields of industry—from commercial brands to cultural bodies and corporate institutions—including, to name just a few: Nokia, Nokia Siemens Networks, Bosch-Siemens, Aer Lingus, EMI Classical, Marks & Spencers, Philips, Sega, Alessi, Bowers & Wilkins, Thermos, Smithkline-Beecham, Cummins, Wärtsilä, M-Real, Kone, Coopers & Lybrand, Pilcher Hershman, Strutt & Parker, Factory communications, (French) Ministère de la Culture, Storm Model Agency, Wagamama, Warner Chappell, Warner Music, Yohji Yamamoto, London Fashion Week, Jil Sander, SCP, London Designer Show, Native Design. 3/5 Marc Wood’s approach centers around the creation of unique brand languages, original brand realms which convey the essence, express the personality and communicate the values and vision of the clients’ brands, be they products or institutions. Marc Wood’s practice strives to discover new ways to communicate identity, applying branding concepts on an array of media and touch-points to engage audiences, and exploring the new interactive possibilities of new technology to keep the conversation going. Marc Wood has also been a senior Associate Lecturer at Central Saint Martin’s, University of the Arts London, since 1995. In his teaching, Marc’s focus lies in re-appraising and questioning the nature and experience of visual identity and branding, and in pushing the boundaries of branding beyond its current remits of practice.

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: http://www.digitalbrandlab.de 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

Materials:

There is no materials list for this course, all materials will be provided