A few years ago, I presented the first version of a brand canvas. This was used and further developed in many projects in practice and teaching. Since 2022 the B*canvas 2.0 is available. And now there is also a short and compact manual in printed and digital form with background information on the canvas method in general, structure and elements of the B*canvas in detail as well as application scenarios in practice and teaching.
On 7/22/2020 the first post was posted on the Instagram science channel “Brückenbau Marke” (@prof.baumgarth). Since then, we have published (thanks especially to my two team members Cosima Kaibel and Liho Wichert round 200 episodes, gained 60+ testimonials as supporters, extended the channel in the print magazine Markenartikel, held many talks and webinars, talked about the idea and the channel in podcasts as well as gained 1400+ followers on Instagram and over 300,000 views on LinkedIn. Always with the goal of transferring brand science from the A- and B-journals into brand practice. Because the motto still applies:
“There is nothing better for brand practice than good brand science”.
The book chapter When Fake Becomes Real: The Innovative Case of Artificial Influencers by Carsten Baumgarth, Alexandra Kirkby and Cosima Kaibel has recently appeared in the publication Creativity and Marketing. Classic influencers are real, human, people. However, there is now a rise in fake, artificial influencers occupying the same online space with their own profiles, as marketing is important for influencers, so if they have a website, using companies like SEO Sydney can help them improve their ranking.
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Our book chapter provides a definition of Computer-Generated Influencers (CGIIs) and provides a first detailed classification having analyzed the top 20 CGIIs from 2019. The chapter further provides case studies looking at some of the most successful brand collaborations across industries including the luxury, home and interior, service, people and fashion.
Prof. Baumgarth is also a member of the main jury of the B-to-B Effie in its 40th anniversary year.
The winners will be awarded on 25 November 2021 in Leipzig.
More info: www.gwa.de/effiegermany
Artificial intelligence has the capability to translate not only short texts, but also entire papers. We put the AI translator “DeepL” to the test and translated our entire updated book chapter “Ende des KI Marken Winters” from German into English. The results showed DeepL to be surprisingly accurate with only 1.6 % of all words being corrected by a native speaker. Although not entirely fluent in all areas, words or sentences were only changed if, for example, the word selected by the AI was incorrect, or if a sentence was translated in such a way that the original meaning was lost or would be confusing to the reader. This was in order to show accurately and transparently the tools capabilities. You can download the issue here.
Last year we launched B*Lab Reports, a working paper series that presents the latest research that we undertake. In this issue, we publish the best papers of master students taking the “Advanced Brand Management” course at HWR Berlin. Issue 2 from the summer semester 2020 is now available online, covering the topics of brand coolness, Instagram influencer marketing, cost transparency and crisis communications strategies in the times of COVID19. You can download the second issue here.
As a small contribution to support live art in the existence-threatening pandemic, Prof. Baumgarth, with the support of the Magic Circle of Germany (MZvD), conducted a study on the effects and survival strategies of professional magicians in November 2020. Over 180 magicians participated in the study. The study showed, among other things, that the artists lost on average more than 80% of their income in 2020 due to the pandemic and also that they do not expect the situation to recover until 2022. The full study can be downloaded here (only in German).
Research results should be available as quickly as possible. Therefore, we have decided to launch the working paper series B*lab Reports. Issue 1 will publish the best papers of master students of the course “Advanced Brand Management” from the summer semester 2019. The spectrum ranges from the handmade effect to influencer marketing and brand co-creation in the streaming world to start-up branding. You can find the first issue as a download here.
100 days ago, Prof. Baumgarth opened the Instagram channel “Bridge Building Brand – Science Meets Brand”. In the meantime, 25 episodes have been produced and published. The channel is currently followed by about 520 people (and cats) and the episodes reach an average of about 300 users on Instagram and about 1300 views on LinkedIn. We have summarized our experiences in a field report. We are now approaching the next 100 days highly motivated and reactive and try to further improve the transfer of knowledge from science to practice. Because we are convinced that there is nothing more valuable for brand practice than (good) brand science.
Digital teaching is compulsory due to the current pandemic. Even though this teaching and learning format has many disadvantages, there is also a big advantage. It is easier for us to integrate great and exciting practical impulses into the courses. This winter semester, we are looking forward to seven B*talks, ranging from start-up brands to sustainability, luxury and sports brands and the use of AI in brand communication. Thank you very much to the interview partners who are supporting us so great. We are looking forward to the brands Crafty, veganz, NAKT, Vfl Wolfsburg, Burmester, Du bist hier der Chef and AX Sematnics.
