Creative agency Play Team from Banja Luka, BiH, created the new campaign “A good reason calls for a good loan” for NLB Banka Banja Luka where it promotes its cash loans.
Every loan requires a good reason, is the idea behind the campaign. The cash loans are presented through a family life, focused on a relationship between a mother-in-law and her son-in-law. The need for an apartment renovation is apparent, but the family needs that can be solved with some cash keep going on.
Si.mobil, one of the top 10 advertisers in Slovenia, started using A1 brand, and soon the company will officially be renamed into A1 Slovenija. The brand promise is to create unique experiences in the digital world.
“A1 will connect people, places and things to get digital life closer to Slovenian users. The company will offer solutions with a full range of services, which will give a whole new meaning to connection in the digitalisation age. Thus, the lives of its users will be simpler, more efficient, and fun,” A1 said in a press release.
Dejan Turk, CEO, says that they will gain new market advantages with the new A1 brand that will accelerate growth not only in the mobile and fixed telephone market, but also in the market of advanced digital solutions. “We will be reliable, attentive, and joyful companion of our users. We will help them to create their own experience they want to live,” says Turk.
Agencija 101 created an unusal Easter communication campaign for Alpsko mleko brand (milk produced by Ljubljanske mlekarne) with an interactive touch screen as its centrepiece. The screen enables passers-by to color typical Easter food, but not just eggs.
“With this communication campaign we wanted to move away from the dominant communication in Easter time on the one hand, and the typical communication of recipes on the other,” explains Ana Šušteršič, Creative Director at Agencija 101, head-quartered in Ljubljana, Slovenia.
They decided to use a colouring book as the main communication tool. “Colouring is very popular not just among kids but adults as well,” says Šušteršič. So far, more than 100 colourings were posted on the web site, while many users print them and use colour pencils. On Facebook, where the Easter recipes are published, more than 70,000 people were reached.
It is 2008 and Valeria Maltoni poses an extraordinary question: What happens when brands die? Shocking enough. Where do brands go when they die? How does this happen? In the swirl of branding strategies, making brands great again and optimizing for the perfect communication, we (marketers) almost ten years later still forget that if we give brands human characteristics, we must bear in mind that no brand is immortal (OK, except Nokia 3310).
I’ll tell you how I have got here. It is 2017, almost ten years after Valeria’s question. My inspiration was the recent discussion with friends about personification (we don’t have deep intellectual discussions all the time, I promise). In languages, the attribution of a personal nature or human characteristics to something nonhuman, or the representation of an abstract quality in human form is called personification (thank you Google!). If you think about it, we treat our brands like children, small human beings that marketing needs to raise, develop, present to the world and teach on the way how to be better. Now you either call me crazy or realize that I do have a point. That lead me to Brand Personification. The term is already known in marketing. Check out the 5 Successful Examples of Brand Personification.
So, if we give brands human characteristics than they must have the certain life cycle. Sadly, they may even die.
The question number one is why does this happen and the second is what to do. I collected some knowledge for your on these.
Even if some brands are successful now it does not mean it will survive in the future. An interesting article on this topic explains how some brands have started at the same point more than 30 years ago, and nowadays, one of them has completely vanished (e.g. Walmart and Ames Department Stores). What happened was that many did not think beyond what they did. The result is that they do not exist anymore. Constant changes in the environment, market, consumer needs are (or should be) motivators for companies to evolve. Sounds like a simple recipe, but we are emphasizing flexibility and adaptation.
Brian Solis, the author of The End of Business as Usual talks about the digitalization in his article for Washington Post. I must admit, I got the inspiration for the title from his lines. Brian advocates that the brands that survive the era of economic disruption, will be the ones that are best able toevolve because they recognize the need and opportunity to do so before their competitors. First come, first get principle. He relates this to so- called Digital Darwinism, explaining that what we will be facing is the evolution of consumer behavior when society and technology evolve faster than some companies’ ability to adapt.
Every brand CAN be saved, but not every brand WILL be saved. This straightforward message by The Brand Builder sums up the idea of what might happen when the brand is dying. Like with humans, the company needs a correct diagnose and a proper care. Very often, both of these call for the professional help. There are ways to recognize when something is coming and getting help is not about admitting defeat, it is about getting results.
Some analytics predict the vanishing of brands. Sometimes it happens gradually. One of those stories is certainly the Yugoslavian chocolate story. The oldest chocolate factory in Bosnia and Herzegovina calledZora and later renamed to Sarabon was established in 1927. However, it started producing chocolate later in 1950. The factory relates to one of my favorite childhood memories- dad coming back from work and bringing the bag of chocolate bananas from Zora. It was a big thing, something like scenes from The Charlie and the Chocolate Factory movie. Nevertheless, the factory and the brand ceased to exist in 2006. The combination of traditional production that could not fight the new moves, financial crisis, no strategic plan, and economic instability was stronger than the chocolate fairytale.
As Brian Solis said, everything begins with embracing a culture of innovation and adaptation — a culture that recognizes the impact of disruptive technology and how consumer preference and affinity is evolving. And I cannot agree more. Branding is getting more important than ever before. And a good marketing strategy is something that keeps the brands alive.
My final thought is occupied with words from the great Steve Jobs: “What we’re about isn’t making boxes for people to get their jobs done, (…) we believe people with passion can change the world…for the better. Those people, crazy enough to think that they can change the world are the ones that actually do.…Here’s to the crazy ones.”
Building a brand is most of all a social process. Yes, a process. It includes hit ‘n’ miss adjusting of your offers and needs to the demands and needs of customers. Something as abstract as a brand identity, a perceived personality of an inanimate concept, actually has a strong impact on the course of your buyer’s journey.
Your brand is an extension of a mere product or service – think of it as a person, with its own personality, its own outlook, perks and weak points. When a person chooses a brand, the person chooses all its features, thus communicating his own personality through the chosen brand’s personality. Like people, every brand has its own personality and thus its own identity, or it should have its own unique identity (*side eyeing at copycats*). This personification of the brand signifies that it connects to the customer on an emotional basis.
CHOOSING YOUR WEAPON
“We almost always use “things” as a way to identify ourselves and to identify others” – Dori Tunstall.
According to the latter statement, it is clear why people choose certain brands over others. The choices we make represent our own identities. Through consumer’s perspective, a brand has its own gender, age, socio-economic status and personality traits. If your brand has a strongly grounded identity, every message it sends will be looked through the prism of its features.
BRAND STRATEGY FIRST, BRAND IDENTITY SECOND, OR IS IT THE OTHER WAY AROUND?
Sure, everything needs strategic planning. You should have a strategy for determining your brand’s identity, and your brand’s identity has great importance when building the brand strategy for social network communities.
Why? By having a vivid brand identity, it is easier to detect your target group, the mean of communicating with them and come up with interesting content to deliver. If you and your co-workers are having a problem understanding your own brand’s identity, how can your customer recognise it?
Are you trying to represent a powerful luxurious lifestyle for an elite group of individuals or reach out to a broader public with powerful centennial family values? Although you want to display power, there are only a few overlaps between these two brand representations.
Your brand communicates and interacts with your customer. Your brand is not into small talk. It has stories to share, it sparks thoughts and offers guidance. By treasuring the unique identity of your brand, you create a community that goes a long way and sticks until the end.
Are your brand’s values clear and appealing? If you answered yes, don’t stop asking yourself this question now and then. It is crucial to stay flexible and listen to the community you gathered.
When creating content for social media, you are creating it for a distinct group of people. You already know that you can’t please everyone so you have a goal to present your work to the ones most likely to cherish the information you are giving out. The goal is to make the content appealing to your target group. Your brand started attracting consumers who aren’t really interested in your services? Don’t be afraid to analyse your progress and rebrand.
IMPORTANCE OF FINDING YOUR SOULMATE CUSTOMER
Consider the identity match between your brand and your customer as a social currency bonus. Social currency of a brand is the degree of presence of the brand in everyday social situations. Social currency isn’t restricted to the digital area – it expands offline. This everyday organic sharing helps to create the brand’s identity by interacting with consumers who start to acknowledge the brand’s existence.
This is an extremely valuable concept to consider when building a brand. As it develops organically, it follows the context in which the brand is presented. So if your brand identity supports the values of your customers, the bond strengthens and raises the social currency value, making it more likely for your customer to stay loyal.
Simply be aware the brand is the toehold when creating a customer’s journey. As you have already noticed, in the era of digital media, customers check for reviews and gather information before deciding to take action. The positive conversational connotation of a brand, therefore, has a huge impact on accelerating that journey.
So how to maintain the brand’s reputation? With content, content, content! Delivering content lead by the same idea keeps the customers engaged and trusting that their interests are met. The main question for you, my friendly marketer, is what is so special about your brand that makes your customer connect with its identity?
Breakfast is probably the most important meal of the day. Yet the research shows a quarter of men and a fifth of women skip it! The numbers may be even higher among employed because of the work-life tempo. Therefore, Hofer Slovenia decided to bring the fresh ingredients from its Natur Aktiv line straight to some lucky offices.
Hofer and Saatchi & Saatchi created an activation that aims to raise awareness among the employees about the importance of a balanced diet. With its delivery to fourty lucky offices there is no excuse left to skip breakfast! The effort also features an interactive website, banners, radio, print, ATL, newsletter and social media advertising.
Croatian beer brand Karlovačko launched a new campaign titled "Djuru – The Local Guru" that is based on an insight that Croatians do not need a leader, just a powerful motivator. Chuck Norris-like by knowledge, Djuru's dropping wisdom bombs and represents the brand in an entertaining way. The guy can return the non-returnable bottle, why not listen to him?
The character and the campaign are the creation of Zagreb-based advertising agency Bruketa & Žinić OM. Influenced by life coaches and motivational speakers, Djuru’s still a little bit unconventional in encouraging Croatians to live their lives to the fullest. He knows the answers to rhetorical questions, he’s serious at explaining you shouldn’t take your life too seriously and he knows what’s the writer’s message to his readers. In the videos, you can check some of Djuru’s wisdom, yet we can expect more in the near future.
Client: Heineken Hrvatska
Marketing director: Roberto Giugliano
Group brand manager (mainstream segment): Filip Rabuzin
Brand managers: Joško Brkić, Nina Gračanin
Marketing trainee: Tamara Podnar
Creative agency: Bruketa&Žinić OM
Creative directors: Siniša Waldinger, Drago Mlakar Account director: Roberta Kranjec
After 14 working the managing position, Anja Bauer Minkara separated her ways with branding agency Brandoctor (now fully integrated with its parent company Bruketa & Žinić OM) to pursue new challenges. She formed an agency of her own named Fabular. And that was the starting point of our interview.
Brandoctor was the first Croatian branding agency but as of 1 February, its parent agency Bruketa & Žinić OM announced the integration as we reported yesterday. “After 14 years of leading and managing a pioneer in branding I decided to go after a new challenge. Brands are inspirational, they are free, and they should be created by people who are positive and strong,” says Anja Bauer Minkara, who went on and started her own branding agency Fabular. “I felt I could do something alone, yet at the same time surrounded by my friends and team members, some of whom I have been working with for nine years.” Further in the interview Bauer Minkara discusses why her new agency is going to be different, her global focus on brands, clients and their attitude towards branding and finally, her proudest moments at Brandoctor.
After 14 years of managing Brandoctor, you decided to turn another page in your career. You founded your own agency under a slogan “Newcomer with long tradition”. What does it represent to you?
After 14 years of leading and managing a pioneer in branding I decided to go after a new challenge. Brands are inspirational, they are free, and they should be created by people who are positive and strong. I felt I could do something alone, yet at the same time surrounded by my friends and team members, some of whom I have been working with for nine years.
This new agency is going to be different from Brandoctor in that it will work with a multitude of other communication agencies. We will be independent brand consultants that co create with creatives from all agencies across the region and wider. The slogan “Newcomer with long tradition” is just an opening headline referencing to our experience in creating valuable brands. However, our slogan will be most definitely Creating inspiring brand stories. Fabular stems from the Latin word story and storyteller and our brand stories will revolve around creating strong unalienable brand positioning that resonates strongly in the minds of the consumers. Without this brand positioning, the brand story would be weak, unconvincing and easily copied. Fabular will be implementing the brand methodology I have started creating in 2003.
Who are your team members?
My team are the best people out there. They are Petra Despot Domljanović, Jelena Mezga and Stipan Rimac. We have been working together for nine years, creating powerful brands and we have been through so much that we are true friends.
Which markets will be your primary focus?
We are focusing on brands globally. The biggest success was achieved in 2015 when we as brand consultants were inducted in the REBRAND Hall of Fame™ – among 25 brand consultants in the world. This success has placed us next to some branding giants. Now, we are ready to take on such a challenge creating branding for global clients.
As a branding expert with many years of experience, what’s your opinion about brands in the region? Moreover, what do you think about branding practices of regional companies?
I think that our clients in the region are getting gutsier and feel more and more the power that inspiration has for their brands. That is what we are aiming to create for them, the brand strategies that will inspire people to become protagonists of their stories creating not just stronger brands but brand movements. Just look at how strong brands are reacting to the actions of President Trump. Brands are like people, if idle and not inspirational, no one will notice them and want to be around them.
You were heading Brandoctor for fourteen years. Which brands did you »heal« with the agency?
We have healed a number of brands. Some of them came to us nameless and with a very modest marketing plan and have done wonders in just a short while. I can’t say that there is one brand I am proud of. I love all the brands we have built with the clients, just our last rebrand for the Slovenian Baby Center shows that the new meaning we have ushered into the brand and the new visual identity has made a difference to consumers. Or how we have rebranded the whole county of Zagorje, it became as a brand more representative of the beauty it holds, “Fairy tale at hand” palpably illustrates Zagorje’s unique attributes, and understanding its particularities has resulted in the increase in tourism revenue. Stina always comes to mind, since it was an underdog in the world of wine, and it jumped over night to the top of all wine restaurant cards, and is now present in refined world wineries in more than 11 countries across the globe.
And then in the end there is one of the first brands I have worked on, and that is a brand of sugar. Well sugar is just a faceless commodity, it is hard to brand they said, but with the right truthful story people’s perception changes. Sugar that used to be exported as just a nameless product became a brand that was exported under its own verbal and visual identity.
What are your proudest moments at Brandoctor?
One of the proudest moments in my career was the phone call that I received from Anaezi Modu, the CEO of Rebrand 100 to tell me that we as brand consultants have been inducted in the Hall of Fame, which placed us among the 26 best brand consultants globally.
Yet, you can’t live on something you created yesterday, it’s what you create now that will make a difference. And now we are focusing on getting Fabular known widely and getting clients that want a real positive change and truthful and aspiring story. That is why we are here, that is why Fabular exists.
Croatian ice cream and frozen food company Ledo appointed Croatian football star and current Azerbaijan head coach Robert Prosinečki to star in its campaign for premium brand Ledo King, oriented on Azerbaijan market.
According to portal Jatrgovac, the aim of the campaign is to strengthen the company’s positioning in Azerbaijan which became one of its best-selling markets.“Ledo and its products have been present at Azerbaijan market for the past five years, where more and more customers recognize the quality of Ledo ice cream. Therefore, we wanted tto collaborate with someone who will present Ledo as a Croatian brand. Cooperation with Robert Prosinečki, who is a very popular figure in Azerbaijan and a big fan of Ledo ice cream, proved to be a winning combination, said Ana Štebih, director of marketing and development at Ledo.
“I grew up with Ledo ice cream and I still enjoy it today so I was honored to be the face of such a great brand and thus represent Croatia in Azerbaijan. Convincing me for cooperation didn’t take long cooperation as I’m a huge fan of Ledo products,” one of the best ever football players from the region commented the cooperation.
Popular Serbian water brand Knjaz Milošđ introduced a new design, inspired by its old retro bottle, which celebrates its 205th (!) anniversary. The design includes brand's signature in Braille, indicating a nice gesture of openness to blind and visually impaired.
“With an introduction of a new bottle, Knjaz Miloš continues to foster the quality and value that made it a symbol of the local family tradition and part of our history,” said Miloš Stojisavljević, company’s CEO. “We believe that the tradition of more than two centuries obliges us to continually introduce the world’s highest achievements of our industry to lovers of authentic mineral water.”
The new (old) bottle follows the worldwide trend which is inspired by traditional or better called retro packaging and Knjaz Miloš followed it by an introduction of a retro bottle. “Attractiveness and ease of use, Knjaz in a new bottle backs simplicity and appearance that made the brand famous,”company wrote in a press release.