Here it comes: my thesis on “Collaborative Branding”
Though I finished the whole thing pretty much two months ago, I haven’t had a chance to publish it since. Now here it is, though unfortunately written in German. I’d like to summarize the key points in English in the near future. So stay tuned for this abstract.
If you happen to download and read the attached German thesis, I’d very much appreciate dropping me a line or two and sharing your thoughts with me. Feel free to share my thesis but please adhere to creative-commons.
Download here: “Kollaborative Markenführung” (PDF - 2,0Mb)
“Kollaborative Markenführung” by Jörn Ballentin is protected by a Creative Commons Licence.
An absolute must-read, might be the answer
This presentation outlines a new approach to advertising that diverts from the old unidirectional communication modell. It not only concentrates on phenomena like the Web-2.0-hype, but tries to encompass the broad picture. Michael Zorn - S&F’s planning mastermind and advertising messiah - truly delivered a remarkable and insightful piece of work. Well done!
John Grant: “The Green Marketing Manifesto”
Ever felt a slightly uneasy with marketing claiming for sustainability? Well, there might be an answer: John Grant explores marketing strategies that not merely pretend to be responsible for economic reasons but that are based on a sincere belief to do good. His recently launched book “The Green Marketing Manifesto” seems to be a true source for inspiration on how companies might find an approach on CSR that actually affects business strategies. John Grant offers extensive case studies on companies such as Marks&Spencer or Toyota showing a corporate behaviour that not only positively supports public image but also drives economic growth.
A nice lesson on authenticity as well as on consistency in your strategies and a slap in the face for companies that still don’t get it by considering CSR a purely image-related marketing tool. Click on the image below to find out more:
