Case Study Jaguar: branded video content for the launch of the new F-type
It will finally be time on the 25th May. 52 years after the legendary E-type and an eight month long pre-launch phase, Jaguar is launching its new sports car with the F-type and is now putting all its energy into promoting it. Since the Indian parent group, Tata Motors bought Jaguar and Land Rover in [...]
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How are traders reacting to ever increasing e-commerce turnover?
E-commerce is gaining ever more of the market share: 33 billion € was made last year by online traders in Germany. Compared with last year, the market volume has increased by just under 15% – this is according to current figures from the new IFH industry report online trade. The share of online trade in [...]
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Must the corporate story be true? No, but truthful.
Corporate storytelling is all about associating true stories with a company and/or its products. Corporate publishing should show “The story behind the product” and “the people behind the company.” But must these stories be true? Of course not. But likewise, few corporate storytellers lie to their readers, listeners and customers of the companies. So how [...]
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“Advertising Re-imagined”: How brands can present themselves in a networked world
We are all aware that online advertising can sometimes come across as boring and it’s also obvious that it is in Google’s interest that users have as many clicks as possible since it makes a pretty good living from advertising. So the search engine giant has recently been pushing a project called ‘Art, Copy&Code’ in [...]
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Successful corporate storytelling gets digital
Companies want to – or rather have to –communicate with their stakeholders in German. This is important for making themselves interesting for suitors, for attracting investors and for clarifying their role in society. These messages are not as simple as the product advertising of a company: “Buy Persil, because your laundry will be whiter than [...]
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Innovative BMW i-concept focuses strongly on digital marketing
With BMW i, BMW has created a sub-brand which focuses on the car of the future and innovative mobility performances. Not without controversy internally, the premium supplier is emphasizing a holistic approach in which not only electrical cars belong, but most of all which redefines the understanding of mobility in an urban environment and which [...]
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