Social first? Not always! Brand co-creation through regional marketing at Deutsche Telekom
- Deutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketingDeutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketing and brand practitioners. They are now required to negotiate with various stakeholders.…
Author: | Samuel Kristal, Patrick Weretecki |
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Parent Title (English): | Transfer: Zeitschrift für Kommunikation & Markenmanagement |
Publisher: | New Business Verlag |
Document Type: | Article |
Language: | English |
Year of Publishing: | 2024 |
Date of Publication (online): | 2024/04/29 |
Publishing Institution: | Technische Hochschule Brandenburg |
Release Date: | 2024/04/30 |
Volume: | 70 |
Issue: | 1 |
First Page: | 67 |
Last Page: | 71 |
Institutes: | Fachbereich Wirtschaft |
University Bibliography: | Hochschulbibliografie |
Licence (German): | Creative Commons - CC BY - Namensnennung 4.0 |