1. IZAZOVI I PRILIKE
BRAND KOMUNIKACIJA
Kozara, 24.5.2013.

3. MARKETING EVOLUTION
„MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE,
BUT ABOUT THE STORIES YOU TELL” Seth Godin
PRODUCT-DRIVEN COMPANY TO A MARKETING COMPANY DRIVEN BY VALUABLE
PRODUCTS.

4. HOW IS BRAND COMMUNICATION IMMPORTANT
FUZZY
MKT/PRODUC
T DATA
BRAND
VALUES
BUSINESS &
CUSTOMER DATA
AND INSIGHTS
RELEVANT VALUE ADDED
CUSTOMER EXPERIENCE
TRANSFER
Brand communication done
proprely
Trust
Loyalty
Profit

5. „People don't know
what they want until
you show it to them.„
S. Jobs

6. HOW PERCEPTION INFLUENCES SALES
EXPERIMENT 1
Regular down fill
$150
Regular down fill
$150
Regular down fill
$150
Regular down fill
Alpine class down fill
$150
Regular down fill
$150
Regular down fill
$150
Regular down fill
$150
Regular down fill
Alpine class down fill
$150
EXPERIMENT 1
Alpine class down 80
Regular down 12
Alpine class down 78
Alpine class down fill is no different
form any other

7. HOW PERCEPTION INFLUENCES SALES
EXPERIMENT 2
Regular down fill
$150
Regular down fill
$150
Regular down fill
$150
Regular down fill
Alpine class down fill
$120/150/180
Regular down fill
$150
Regular down fill
$150
Regular down fill
$150
Regular down fill
Alpine class down fill
$150
EXPERIMENT 2
Low 5
High 60
Premium 90
Alpine class down fill is no different
form any other
Low 1
High 55
Premium 15

8. "There is no reason for any individual to
have a computer in their home."
Ken Olson, a computer industry pioneer and co-founder of
Digital Equipment Corp, 1977.
"Nobody will ever need more than 640k
RAM!" -- Bill Gates, 1981

9. DANAS
STVARAMO
TEMELJ
za brend koji
će...
...ispunjavati potrebe
koje još ne postoje
...koristiti tehnologije
koje još nisu izumljene
...komunicirati načinom
koji još ne poznajemo

10. POTREBNO DOBRO RAZUMIJEVANJE
• Svih važnih elemenata u konzumaciji informacija
i tehnologija
• Prepoznavanje ključnih ekonomskih,
gospodarskih i društvenih događanja/utjecaja/
• Poznavanje marketing trendova
• Promjena u načinima komunikacije
• Potrošača (što žele, u čemu uživaju, što
ocjenjuju korisnim, koje probleme imaju, što u
njima izaziva emociju)
• Ključnih vrijednosti kompanije/branda
http://www.youtube.com/watch?v=gBdpU
9ZtrKw&feature=player_embedded#!

11. DEFINITION OF A BRAND?

12. Ted Ligety
lack a compelling story
Bode Miller
"party at an Olympic level"
attitude
„My actions are not always consistent. I'm super-mellow and laid
back, but I'm always thinking and running 100,000 scenarios through
my head. Sometimes I'm disciplined, but I like to be a total slacker,
too. I party hard, but I train hard. People are going to try to figure me
out and figure out my motivations, and it's going to be a circus.” B.
Miller

13. COMPANY PERCEPTION vs. CUSTOMER PERCEPTION
DO WE HAVE A MATCH?

14. KEY CHALLENGES
Products can
be copied
Price
pressure
Hard
competition

15. CHALLENGES
HYPERCONNECTIVITY
24/7 AVAILABILITY
OVERSTIMULATION
HIGHLY
DIGITALISED

16. range from 3,000 to 20,000 (quoted by the NY Times)
To win, you must engage, persuade and convince, not just talk

17. Kako (p)ostati prepoznatljiv?
18

18. PERCEPCIJA DOŽIVLJAJ OSJEĆAJ
19

19. “Suštinska razlika između emocija i razuma je
ta da emocije vode ka akciji, dok razum dovodi
samo do zaključaka.”
Donald B. Calne
Profesor Neurologije
Univerzitet British Columbia
Zašto je to važno?

20. Symbol of power & empire
Until the 15thCentury only
Kings wore diamonds as a
symbol of strength, courage and
invincibility.
DIAMONDS
New concept
A symbol of love
Diamonds as essential part of
marriage
IMPACT
1932. Global sales fell to $100,000
Today global sales $ 50 billion
Became mass luxury brand

21. LAKO SE IZGUBITI U MORU OBJAVA...
RADI ORJENITRANOSTI NA CIJENE SVI OGLAŠIVAČI POSTAJU SLIČNI

24. GENIJALAC ZA
DOBRU UŠTEDU
JEDAN OD
KUPACA
ENTUZIJAST
ZA NISKE
CIJENE
KODI - VAŠ PRIJATELJ
ZA PAMETNU KUPNJU

25. KODIJEVA PRIČA

26. Worldwide maskote

27. 28
IT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.
BRAND IS UNIQUE!

28. http://www.youtube.com/watch?feat
ure=player_embedded&v=RhEmq4CiT
P0#!
find your key differentiator
simplicity
IT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.
BRAND IS UNIQUE!
Trigger emotions

30. USPJEŠNA KOMUNIKACIJA
RELEVANTNA
ZA
PRIMATELJA
JASNA,
KRATKA I
SAŽETA
DVOSMJERNA
BRZA
ASOCIJACIJA
NA BRAND
IT’S NOT ABOUT WHAT YOU DO IT’S ABOUT HOW CAN YOU SERVE YOUR CUSTOMER!

31. BRAND STRENGHT IN 1 WORD
A brand, if is to be powerful, cannot be about many different things
must decide on the one thing that you are most
safety

32. 4 Ps invented in 1960, by Jerome McCarthy
Product, place, price, promotion
„Marketing is no longer about the stuff that you make, but about the
stories you tell”
Seth Godin

33.  Po prvi puta potrošači su bili u prilici kreirati
svoj sladoled
 Glavni kanal komunikacije - WEB
REZULTATI:
50.477 kreiranih sladoleda što je u prosjeku 1
po minutii!
odabranih 10 finalista – njihove kombinacije
sladoleda su proizvedene, a finalni sladoled
odabrao je žiri
Dobitnik nagrade
Direct Response and Lead Generation –
"Ledonardo sladoledna renesansa"

34. KOMUNIKACIJA U TURIZMU
http://www.tui.com/tui-reisewelten/
http://karismahotels.com/GourmetInclusive/Culin
arySeries
Rezervacije osobno u poslovnicama
masovni turizam
Komunikacija i prodaja
destinacije (grad, kulturne
znamenitosti, ime hotela)
24/7/365: dostupnost! Online & mobile
personalizirano iskustvo
Komunikacija prema tipu korisnika, vrsti
doživljaja i interesa

35. PLAYFUL
ROMANTIC
ECO&
NATURE
ADVENTURE CLASSIC
GOURMET
Sun&fun,
family
adventures,
children
friendly
Wellness,
romance,
evening
entertainm
ent...
Camping,
Glamping,
National
parks, back-
to-nature
activities
Rafting,
canoeing,
climbing,
biking, zip-
line, caveing,
diving
History,
lifestyle,
culture
Fine dining
Konoba tours
Gourmet
cruise& tours,
Wine etc
...shift sa destinacije na doživljaj i lifestyle

36. o We need to address the consumers mind. It's not only important to convince the
consumer to buy a specific product but to teach him about the product.
o People look at their own interest first. While making an ad this should be your entry
point
o Highlight the unique aspects of your product and services
o Keep reminding customers at the value that they get when they buy your product or
service continuosly
o Be truthful
o awards for your creativity won't sell your products
o „Anybody can play weird, that's easy. What's hard is to be as simple as Bach”. C.Mingus

38. JOŠ JE UVIJEK VIŠE PRILIKA ZA
UNAPREĐENJE NAŠEG POSLOVANJA,
NEGO IZAZOVA S KOJIMA SE
SUOČAVAMO.
Ivona Janjić

39. HVALA NA PAŽNJI
PITANJA?