prof. dr.
Dieter Georg Herbst

Round Table, Open Innovations Forum 2014, Moskow

My Open Innovations Forum 2013 on Digital Reputation Management

My Open Innovations Forum 2013 on Digital Reputation Management

Invitation as Special Guest Speaker

Just got the invitation as Special Guest Speaker to this year’s Open Innovations Forum in Moscow (Technopolis) from October 14-16. Very happy to be participant in the Round Table “From profesional occupations to competenices: Human capital assets of the future.”

About the Round Table

The fledgling knowledge-based economy is determined by the dynamic forces that are impacting and influencing industries, across markets, including the new opportunities that advanced technologies enable. From ICT robotics in medicine, to the extraction, and transformation of raw materials for construction, the result of this emergence dictates the professional opportunities of the future. Who are these future industry experts, and what are the unique skill-sets that will provide the competitive advantage in their respective field? Participants in this round-tablediscussion will examine best practices, and lessons learned from different educational systems, that are meeting this challenge in response to the shift in demand.

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Global Brand Management Is the Management of Feedback

A look at any newspaper, magazine or television programming gives the impression that the world has become a village with a population of like individuals. Differences have disappeared and the ones that still exist, won’t for much longer. The world as village?

The impression of assimilation only increases when we consider Chinese youths who dress in western fashions, eat western foods and listen to western music. Here in the western world, we eat pot stickers, consult feng shui experts and attend the Beijing Opera.

Yet who would contend about themselves that they had oriented their values, their thoughts, their feelings and their behavior on an Asian culture? A deeper study shows rather quickly how locally rooted culture around the world is. Why are there national editions of the Financial Times, National Geographic and CNN? Of MTV and even Sesame Street?

In a Nike spot, U.S. basketball star LeBron James out-dribbles a Kung Fu master and several dragons. The Chinese departments for radio, film and television banned the commercial because of their perceived offense to national dignity. Indignation too that a black beat a white.

Car manufacturer BMW wanted to import its European “Driving Force” campaign to China. The campaign flopped. Reason: the ads depicted people sweating. Not something you can sell cars to the Chinese upper classes with. Chinese are among a group with the least active sweat glands. They are unfamiliar with arm pit odor and proud of it.

Even with as apparently global a product as the hamburger, burger chains orient themselves according to local food habits: burgers don’t have cheese in Israel because kosher restaurants keep meat and milk apart. Burgers in India are prepared with vegetables or mutton since Hindus are forbidden beef. In Muslim countries, restaurants aren’t allowed to serve pork – there, McDonald’s was forced to apologize for the taste of beef and pork in its french fries. The Japanese eat their burgers with a knife and fork. Whereas they must eat other foods with their hands for religious reasons, for example rice balls and raw fish.

Isolated instances? Or are cultural differences critical to the design of global brand management? If they are, what are the tasks put before brand managers? More

Digital Brand Storytelling – Narration Using Digital Technologies

Digital Brand Storytelling – Narration Using Digital Technologies

Digital Brand Storytelling – Narration Using Digital Technologies

1. Digital Brand Storytelling

Digital Brand Storytelling is the narration of brand stories using digital technologies while leveraging the exceptional qualities of those technologies. The near future brings increased interest in digital brand storytelling in theory and in practice: the primary reason being the increased importance of digital brand management, that in turn leads to an increased interest in the topic of storytelling as well as the current data on its enormous impact on brand management.

1.1   Storytelling

The ancient art of storytelling has become a force in management circles in recent years. It permeates corporate communication as well as knowledge management. Storytelling means to consciously and masterfully use stories to make valuable content more readily understood; to support lasting learning and comprehension among an audience; to sow ideas; to encourage intellectual participation and thereby to provide communications a new dimension.

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Yacoff Sarkovas: New member of the Advisory Board: “Digital Brand Management around the World”

Yacoff Sarkovas is  the new member in the Advisory Board of the worldwide unique Post-MBA “Digital Brand Management around the World”. Sarkovas is CEO of Edelman Significa in Sao Paulo, Brazil.

The Master Class of the University of the Arts Berlin is aimed at Executives to let them experience the 4 most important and inspiring stages for Digital Brand Management.

The most important and inspiring places for Digital Brand Management

Top managers from around the world are meeting at the University of the Arts in Berlin on September 8th for the first time to embark together on a one-of-a-kind journey: they will visit 4 of the world’s most pivotal centers of digital brand management to discuss personally with experts, peer over the shoulders of professionals and experience what works in digital brand management–and what does not. After Berlin they will travel to Shanghai, China, Los Angeles, USA und Rio de Janeiro, Brazil. Further locations are planned.

On each stage of the journey participants attend 7 days of morning lectures from renowned professors at the best universities; afternoons are spent getting to know companies and agencies and discussing with experts. After it everyone returns home for three months until the next stage. Executives remain in contact in the meantime, refining their concepts and working on projects.

Further information

New Project at the University of Economics in Praha (Vysoká škola ekonomická v Praze)

Research question of the Project:  

“Key motivational factors for effective brand communication on Facebook”.

Topics:

  • International Facebook campaigns efficiency (DE/CZ)
  • Role of Facebook internationally
  • Role of Facebook of FMCG companies – „Branding“ , „Performance“ Sales
  • User motivation to follow brands on social media
  • User behaviour towards social media channels
  • Key factors for companies to communicate
  • International motivational study on Facebook
  • Key motivational factors for effective communication on Facebook and Social Media