značka

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
HR communication is brand communication, too

HR communication is brand communication, too

HR communication is just like any other still communication of your brand. Instead of simple wordplays try to look for valuable content giving your future employees meaning. Something attractive but still something you can stand to.

Posted by Kristína Převrátil Alexy in HR
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
Brand is a world of security / video

Brand is a world of security / video

no universal narratives / values and truth relativisation / security is a basic human need / brand offers secure space / repeated purchase expresses our belief in security more then any kind of brand loyalty / brand is a nostalgy for the real, authentic and stabile / brand rituals express need for security

Posted by Kristína Převrátil Alexy in značka