Promise
Creating valuable customer experience is kind of brave. Coming up with ideas that serve the brand must be done without fear. Being responsible for the results takes courage.
Innovate.
Daring To Be Different.
Content marketing training from Heineken.
10 min. reading
We’re serving up training that should clearly have long queues. By uniquely refreshing its social network presence to involve real experience, the brand has practically taken over first place.
Go Ahead
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.
ExploreHow 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.
Explore
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?
ExploreWhy 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.
Explore
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.
ExploreInnovate 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.
Explore
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.
ExploreContent 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.
Explore
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.
ExploreEven 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.
Explore
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.
ExploreLooking 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.
Explore