Branding Through Diverse Media

Innovative branding strategies are being widely used to market brands throughout Berlin. Different media being used vary from large print ads wrapped around buildings to wireless bluetooth technology. It seems as though Berlin is the center of diverse media branding as they come up with new ways to promote products and services.

The most innovative branding I was able to see was the use of toilet paper as an advertising medium.


Corona is a brand that is exploring branding with diverse media. We ran into the Corona booth at the Carnival of Cultures in Berlin. Not only did they have a booth there, they also had a float participating in the festivities as well as a HUGE Corona bottle, a welcoming, familiar sign to those of us that are loyal consumers of that brand, especially after working up a thirst enjoying the Carnival. Corona cars were also a prevalent sign in Berlin as the brand is trying to break into the competitive German beer market.



The German Aviation Museum also used an innovative form of marketing by hanging a DC-3 aircraft used in the Berlin Airlift in front of their building.