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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
Your brand stays shallow, until you start digging in minds

Your brand stays shallow, until you start digging in minds

Replace customers loyalty with brand values engagement in your next satisfaction research.Get rid of willingness to recommend and look for the feeling of personal fulfillment. Begin using your brand in a way that brings fulfillment and self-expression. You won't experience sales decline: it only will shift to the other side of equation. It will change from transient effect of extensive offer to lasting result of a brand built to bring joy and satisfaction.

Customers and consumers, go to market strategies, competitive advantages and unique selling propositions. Maybe you're one of many using this traditional Kotler's marketing language. And all would be OK if it was true that marketing is sales support activity. But it isn't, not anymore.

We're no exaggerative consumerism critics and we don't want to moralize. Still, if consumer lifestyle doesn't bring satisfaction and life fulfillment, there's an error in theory. If you're familiar with the happiness index, you know shopping doesn't play any bigger role. Last economic crisis gave us a good opportunity to see how much naive the simple linear model of shopping behariour was.

 

The change we feel so intensively is in brand. Perception of brand as an economic category needs to change. It is the right time for marketing managers to start reflecting deep values of their customers. When was the last time you conducted an ethnographic research on meaning of brand in life of your customers? We know it's not easy. But as soon as you start digging in minds your brand gets real content and can grow again.

They say people in marketing industry are in an unlucky role. Who'll remember their work in one, two or ten years? Can you imagine saying today "five years ago it was a great label, perfect billboard, we got out?" With very few exceptions not. Advertising is transient, it has always been and it always will be.

But the brand, in contrary to advetising, can survive - and can bring intensive fulfillment to people, both to you and your customers. If there's a little space and courage.

The turn from economic perception of marketing goes to humanistic brand approach. To perception of deep human needs that are the real source of a successful brand content. A brand becoming content for full life of customers.

Posted by Jan Převrátil in značka
Authentic advertising / speaking dogs and flying women

Authentic advertising / speaking dogs and flying women

What do have speaking dogs and flying women in common? How does it relate to authenticity in advertising?

It has been much said about authentic advertising. Still, people are not much likely to understand authenticity is a feeling, that does not need to correspond with everyday reality at all. Because of culture.

Posted by Kristína Převrátil Alexy in reklama
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