Author Archives: Dietmar Dahmen

Why marketers need to be directors of their brand’s online story

story booksDuring the course of the 19th century, writer George Polti compiled a categorical list of every dramatic situation which might occur in a story, which is now known as The Thirty-Six Dramatic Situations.

Although there are only 36 possible narratives, there have of course been countless different films, novels and plays produced. This responsibility of crafting a single dramatic situation into a great story that people want to watch and engage with lies with the director, writer or producer, and their unique interpretation of a plot. Read more on Why marketers need to be directors of their brand’s online story…

Act like water – how digital marketers can embrace technology whilst staying true to their brand

A river knows where it is going – weaving its way across lands, around mountains, and through valleys, and a river is also dynamic, responding to its landscape, but never losing sight of its end goal – the sea.  And just like a river it is crucial that brands themselves become dynamic and fluid, sure of where they want to flow to, even if they must navigate a changing landscape to get there.

So – two big challenges lie ahead for brands, knowing exactly where the brand wants to go, but remaining dynamic and responsive to change.  The challenge for most is being able to cope with the multi-dimensionality of change – change in technology, society, buying habits etc. Read more on Act like water – how digital marketers can embrace technology whilst staying true to their brand…