Building Strong Digital Brands. Dieter Georg Herbst
3.4 Unit 4: Dramaturgy: the hero’s journey
3.4.1 Actions: the hero’s journey
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
4.1.7 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
4.3.3 Multisensation and our digital brand
4.4 Unit 4: Emotional Boosting: Importance 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
4.6 Overview of methods and tools introduced in this book
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