Frank Otto Dietrich's working and research interests centre on brands that function successfully in identity construction, for media presence and as an interface for business models. He has worked within agencies in the area of planning/strategy for national and international brands. After working at GREY Worldwide, Frank Otto Dietrich went on to study Communications, Strategic Marketing, Sociology and Politics. He holds a Master's degree from Berlin University of the Arts. Together with Ralf Schmidt-Bleeker, he developed the concept of Narrative Brand Planning, and at the start of 2012 they founded the advertising agency WAALD. Today, Narrative Brand Planning provides the core methodology for their work.

Ralf Schmidt-Bleeker's work focuses on complex aspects of brand meaning, and their management. He is particularly fascinated by the conflicts and ambivalences that make brands exciting and successful. Ralf Schmidt-Bleeker worked for the WPP agency Arthur Schlovsky, among others, in the area of planning/strategy for national and international brands. He initially came to the industry from a visual perspective as a trained media designer, before completing a Master's degree in Communications, Strategic Marketing, Sociology and Politics at Berlin University of the Arts. Together with Frank Otto Dietrich, he developed the concept of Narrative Brand Planning, and at the start of 2012 they founded the advertising agency WAALD. Today, Narrative Brand Planning provides the core methodology for their work.

Narrative Brand Planning - wie Marken zu echten Helden werden

Das digitale Zeitalter hat die gute alte Werbewelt gehörig auf den Kopf gestellt. Mediennutzer haben sich vom passiven Konsumenten hin zu aktiven Produzenten von Medieninhalten entwickelt - und das jederzeit und überall! Leider hat das konventionelle Marketing die Menschen schon seit langem aus den Augen verloren. Als Reaktion verhängen wir Menschen immer häufiger die Höchststrafe: vollkommenes Desinteresse an Marken und ihren Versprechen.