komunikačná stratégia

Terapia značky!

Terapia značky!

New year is a time to ask the most basic questions. Who are we and what do we do? We are brand therapists!

Posted by Jan Převrátil in o nás
Humano-centric brand approach / video

Humano-centric brand approach / video

Some say brand is an abstract entity in the minds of customers. Others say brand is a complex of graphic and text elements. And others talk about the gut feeling evoked by some brand element - logo, label, campaign, visual. If we should name our approach, we would probably call it 'humano-centric', humanistic. Because from many perspectives brand equals to a human being, even despite it can not replace a human.

The brand is, just like human, a personality actualising itself in the world. It may be described, it changes in relation to environment and experience it gets in time. However, it still remains itself. In some view it is predictable, it surprises in the other. It develops, broadens its reach, it is open to new.

Imagine the brand is a human. How is he / she like? How does he / she behave in one or other situation? Projective techniques and such a 'personalisation' do not work accidentally. They work because they easily express the real nature of a brand. They represent the real nature of human personality hidden in a brand. The brand is, of course, created by people, who manage it, too - by their personality and characteristics. Oftelny much more their unconscious motivations than rational decisions.

When building brands, we build personalities. Communication strategy is a guide to build personality.

Posted by Jan Převrátil in značka
How to communicate, short and easy / video

How to communicate, short and easy / video

What do you need to be successful? No, this is not a question in a motivational video. Even someone with a rich mind, with lots of ideas and solutions will not be successful, if he does not start to communicate. All ideas will stay in his mind.

To execute your ideas you need to communicate - to different people with different motivations and from different environment. Everyone is interested in specific parts of your reality, has his own perspective. Everyone benefits from different things. You can even harm someone. If your idea is broad and complicated, it is much harder. Then, you have to reduce it, clean it up,  and prioritize, what is important to understand it. And if you want to push through all other ideas out there, you need to attract attention. Be outstanding, speak emotional. Because words are forgotten, misinterpreted, but feelings stay. We need to communicate with the world so others understand what we say and why we say it. And why is it us who says it, not anybody else.

Today, many sell marketing tools saying they communicate a brand. But! A good advertising on Facebook is not a brand. Sophisticated design is not a brand. TV campaign is not a brand. And marketing research is not a brand, too. All those are just tools helping to build and maintain some brand attributes. But complex approach to brand and its communication means something else.

Posted by Kristína Převrátil Alexy in reklama
We love our job, and we will continue doing it / video

We love our job, and we will continue doing it / video

The Parents exist 4 years already. When we started, we did not know if there is sense to compete big players, big agencies. Today, we know there is. And not just for us.

People, and specifically people in Slovakia, are likely to think there is a single universal model, single algorhytm to meaningfully build any brand. But, surprise-surprise, there is not. Since we work with advertising, we get in touch with wandering gyration around understanding why do people shop. We keep on hearing new and new words saying still the same - we got nothing. We meet people who like to test advertising on focus groups to find out, if the whole target audience will like it. On focus groups! We absolve meetings with excited researchers waving around with correlations in segmentation studies while hoping this will increase relevance of their words. We receive briefs where easygoing audiences meet with ultra-rational perception of product benefits. And we are asked to get it together. We attend conferences, think out new language, and bring unusual words for the same. But what have we really got? Bare buttocks.

We miss the content. Everything is empty. There is lot of brands, and even more marketers. If we still have something to do, then it is because we know how to create content and we use our brains. People do not work with us because we would draw nice pictures, write funny copytexts, wordplays, make Facebook videos or content plans, or we could better say '30% discount.' We are happy we can do what we like, we can do real content. We can think. And we will continue doing it. At least until our competition does not start to with real interest think about how to build brands.

Posted by Kristína Převrátil Alexy in o nás