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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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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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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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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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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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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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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