Nearly 120 communication professionals gathered at Swisscom AG Business Park for an evening lecture with Professor Burghardt Tenderich, Associate Director of the Strategic Communication and Public Relations Center at USC University of Southern California, Annenberg School of Communication and Journalism. Professor Tenderich engaged participants sharing insights from his research in the areas of transmedia communication, storytelling, branding and advertising.
“Transmedia branding represents a process where integral elements of a brand get dispersed systematically across multiple media channels for the purpose of creating a unified and coordinated brand experience”, said Professor Tenderich. In his presentation he gave a broad perspective on how and why transmedia communication may become one of the leading form of corporate and marketing communication for organizations. Lessons learned: “Transmedia branding is all about the story, not the tools”.
Following the lecture the participants enjoyed an apéro riche in the Swisscom AG Business Park’s fantastic facilities with two hours of continued discussion on this fascinating topic.
Ms Reichenmiller wins a free entrance to the 15th Excellence-in-communications Lecture, which will take place in October 2013 in Zurich.