7 Examples Of Successful Brand Building In The Virtual World.

6 min. reading

Hundreds of millions of crowns are spent on digital advertisements that are ignored. It is clear that the move to the virtual world must go far beyond increasing spending on PPC or banners.

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How Much More Effective Are Experiential Campaigns Than Advertising?

4 min. reading

While people have changed their behavior and shifted their focus to social networks due to the amazing opportunities for the interaction they provide, many brands still treat social networks like television.

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Should a Brand Aspire To Become a Lovebrand?

3 min. reading

We buy it for a certain reason and we seem likely to continue. We look forward to opening it. We eagerly recommend it in conversation. It’s the brand we like - the lovebrand. Is this goal „dangerous nonsense“ for a brand, as stated by a recent article in a marketing magazine, or is it something that marketers should aspire to in an era saturated by advertising communication?

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Emotion With Maximum Momentum.

5 min. reading

How does experiential marketing look for those who can afford to buy almost any experience? You change the benchmark used to gauge luxury.

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Why Reach Is More Important Than Explanation Of Benefits.

3 min. reading

As marketers, we should accept the fact that thinking about the brand is but a very small part of the decision-making process for the majority of our customers. Our advertising has, for the most part, weak persuasive power. The reason is that its role for the brand is different.

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Experiential Marketing And The Creativity Festival.

3 min. reading

The goal of our hard work is to bring fresh ideas as differentiators. And so, the trip was essentially half business and half vacation - a blend of the pleasant and the useful.

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People Like What They Know.

4 min. reading

In order to keep a brand alive, we need to gain new customers, especially when our goal is growth. If the customer has previous experience with a competing brand, they have an even stronger inclination towards it, making our struggle all the harder. Our road is blocked by people's comfort and aversion to loss.

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Why Experiential Is The Emerging Tactic In Marketing?

5 min. reading

Consumers increasingly ignore traditional techniques. Our exposure to social media and online advertising makes people seek true connections and create real memories. Brands must find a different path - less annoying, more engaging.

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Bea World Expedition.

3 min. reading

One of the world’s pioneers of experiential marketing, the Dutch agency Wink, was awarded at the festival for its excellent activation campaign for Budweiser.

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Innovate The Experience, Not Just The Product.

6 min. reading

79% of people prefer to learn about a new product through personal experience or a recommendation from an acquaintance or someone they trust.

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The Art Of Italian Cheese And Communication.

6 min. reading

Marco D'Amelj Melodia and Tiziana Somma, the founders of Mozzarellart, have an abundance of such qualities. Like proper Italians, they have communication in their blood. But they went about setting up an Italian cheese factory in Prague without knowing anything of how to produce cheese, or how to even think about marketing it.

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Content Is What Decides.

5 min. reading

Before the brand incurs advertising costs, it should be more than sure that it will speak to a larger audience than just the 30% of people who give it at least minimal attention. Otherwise, it might harm it in the long run.

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Is Experiential Marketing (Just) An Event?

3 min. reading

“Events are dead”, declared the head of the largest international event festival. They are being replaced by much broader, more lively communication.

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Even Ads Must Play According To The Rules.

4 min. reading

Ads that work respect certain rules. For instance, they speak the truth, they're simple, and they help people choose what will work best for them. The way such ads are created and their essential ingredients are revealed by our colleague, art director, and creative director Jirka Kubík.

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Insistence On Traditional Approaches To Advertising Can Quietly Kill a Brand.

7 min. reading

More than ever before, it has become important to know what marketing does to make a brand achieve business results.

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Lab Is Teaching The Bank To Ask Correctly.

4 min. reading

Monika Drobná, head of innovation management at Komerční banka, brings huge wave energy with her - information and ideas that either wash you away or teach you to surf. It is absolutely clear that only a fraction of people would be able to jumpstart an innovation center so quickly and with such results.

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Marketing Is Moving Beyond Branding And Advertising.

7 min. reading

More than four-fifths of the Czech population (85 %) are overwhelmed by advertising, and according to Focus, only a quarter of them believe it. Millennials are much more likely to buy what their friends have recommended than what they see advertised. Generation Z is even clearer about it – they deliberately ignore everything that is presented and sold in the traditional way.

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Looking To Sell? Stop Relying On The Marketing Funnel And Create Experiences.

8 min. reading

Decisions about what to buy increasingly come from those who have had the opportunity to "experience" the brand - irrespective of whether they own it or not.

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I Want Basic Information I Can Trust From a Brand.

5 min. reading

What actually works across all countries is human experience, the personal experience of each person. That is the strongest attribute that always persists.

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