Branded Video Content in marketing is increasingly relevant

Regardless of whether it’s on the train, at the airport or at home – the use of online videos on the most different screens is booming. Several studies have confirmed this rather subjective impression: video content is now very much the everyday norm for most users. According to PwC, in 2012 there were more than [...]
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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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Among the winners of the Viral Video Awards 2013: Samsung, Red Bull, P&G and Google

The US-industry journal Ad Age has chosen the best viral online videos of the year for the fourth time. At the ceremony in New York, one thing was particularly clear: in the age of digital communication and social networks, content marketing and moving images are increasingly important. Highly professional videos create the image of a [...]
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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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“Add Your Story” : Volkswagen of America invites customers to write/photograph/film their own VW-stories

Two content columns: Volkswagen of America is sharing values and stories on its new corporate storytelling site “Why VW” Volkswagen of America is sharing “values” and “stories” on the website “Why VW“ which was only launched a few months ago by the German marketing and publicity but unnoticed at the time. The USA organization of [...]
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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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How does the Google search really work?

It isn’t often that Google gives us detailed insights into the backgrounds and technical details of its own services and explains how they work. Last year though ‘The Story of Send‘ showed how an e-mail is traced. Now the search engine giant is explaining the web search. An interactive website ‘How Search Works‘ shows users [...]
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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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