NEEDS. EMOTIONS. DIALOGUE.
ŠTEFAN VADOCZ
STEFANV@NEO.SK
EU BA CNAS > NEOPUBLIC PORTER NOVELLI

EFEKTÍVNA KOMUNIKÁCIA

Philip Kotler:
„Authentic marketing is not the art of selling what
you make but knowing what to make. It is the art
of identifying and understanding customer needs
and creating solutions that deliver satisfaction to
the customers, profits to the producers and benefits
for all stakeholders.“

NEEDS

Henry Ford, 1907
„„I will build a motor car for the great multitude. It will be large
enough for the family, but small enough for the individual to run
and care for. It will be constructed of the best materials, by the
best men to be hired, after the simplest designs that modern
engineering can devise. But it will be so low in price that no
man making a good salary will be unable to own one – and
enjoy with his family the blessing of hours of pleasure in God‟s
great open spaces.‟‟
9

Experiential Economy (Gilmore, Pine)
“Starbucks earns several dollars for every cup of coffee, over and above the few cents the
beans are worth, precisely because it has learned to stage a distinctive coffee-drinking
experience centered on the ambience of each place and the theater of making each cup.
Perhaps no other company in the world more earnestly and steadfastly seeks to render
authenticity – resolutely shaping how real consumers perceive it to be.”
10

Stop competing and start creating BLUE OCEANS
W. Chan Kim, Rennee Mauborgne, www.blueoceanstrategy.com 11

12

EMOTIONS

Marc Pritchard, Global Marketing
and Brand Building Officer
At the very heart of P&G‟s impressive success lie some fundamental
beliefs:
1. Consumers don‟t buy just products: they buy brands they know and
respect. The brand is, therefore, all important.
2. When marketing, it‟s important to empathize the solutions, not the
problems. People buy solutions, not problems.
3. The code of business conduct: Do the right thing. Anything else is
superfluous.
14

Richard Branson, 2005
„„Whatever your brand stands for, you have to deliver on the
promise. Don‟t promise what you can‟t deliver, and deliver
everything you promise. That‟s the only way you‟ll ever control
your brand. And beware: brands always mean something. If
you don‟t define what the brand means, a competitor will. Even
in the absence of competition, a betrayed brand can wreck a
terrible revenge on a careless company. How many brands do
you know that mean „shoddy‟, „late‟ and „a rip-off‟?”
15

Scott Bedbury, author of „Just Do It“ campaign
„Even the best advertising cannot create something that is not
there. If a company lacks soul or heart, if it doesn’t understand
the concept of the ‘brand’, or if it is disconnected from the
world around it, there is little chance that its marketing will
resonate deeply with anyone. It’s a lot like putting lipstick on a
pig.“
16

17

DIALOGUE

19

20

21

22

23

3 KEYS TO SUCCESS IN MARKETING AND PR
1. IDENTIFY THE RIGHT NEEDS
Learn from past experiences
Innovate the value proposition
2. FEEL THE EMOTIONS OF YOUR TARGET
See how your consumer perceives your brand
Adapt your branding strategy
3. FACILITATE THE DIALOG
We are all in customer service business
It s two-way communication

KONTAKT
ŠTEFAN VADOCZ
NEOPUBLIC PORTER NOVELLI
PRAHA | BRATISLAVA
+421 903 705 144
STEFANV@NEO.SK
WWW.NEOPUBLIC.SK