Anja Bauer Minkara, founder of branding agency Fabular will join her colleagues in the jury, which will decide about the best rebounding projects in the world.
Anja Bauer Minkara is senior branding consultant and founder at Fabular, the specialized branding agency. She led Brandoctor, former Bruketa & Žinić OM’s sister agency, for 14 years.
»It’s an honour. The process of rebranding is very inspirational and demanding. From my own experience I can say that without good understanding of branding and passion for the business it’s impossible to be successful,« Bauer Minkara commented her role.
Zagreb-based creative shop Kofein create a new visual identity and communication concept for Centar Cvjetni, which would announce its new strategic direction and bring the new brand concept to life.
“Centar Cvjetni has become an integral part of Zagreb’s vibrant and elegant lifestyle in the city centre. Located in one of Zagreb’s most iconic and beautiful squares, Centar Cvjetni evokes feelings of beauty, urban vibrancy and nostalgia for the Zagreb of the old days,” the agency commented the solution.
Moreover, to announce changes in Centar Cvjetni’s ownership structure and strategic direction, the agency developed a concept which accentuates the distinctiveness of the mall’s location and acknowledges people’s bond with its historic meaning. At the same time it announces a new story enfolding in its centre!.
“The message “Staro mjesto, nova priča” (“Same place, different story”) highlights the duality of emotions – our love of nostalgia and excitement about the promise of a vibrant future! The subtle approach to announcing changes is meant to spark curiosity while preserving the air of elegance,” the agency remarks.
Three Serbian meat producers will be the first to benefit from the launch of a trademark "Serbian quality" - the first national quality label for the country.
So far, eight products have been granted with the right to use the label. The license has been given by the Ministry of Agriculture and Environmental Protection, which has been working with the European Bank for Reconstruction and Development (EBRD) and the Food and Agriculture Organisation (FAO) of the UN to encourage the take-up of high-quality standards in meat production.
To qualify for the trademark, products must use Serbian raw materials. In addition, each product must keep up with standards necessary in which it differs from other standard products on the market.
“The label will assure consumers that what they are buying is made with products from the Republic of Serbia and is of superior quality. It will create a premium brand for quality meat products and help producers tap into new markets,” said Branislav Nedimović, Serbia’s minister of agriculture and environmental protection.
7th Branding Conference, which will open its doors on 2 June in Sarajevo, announced its full speaker line-up, including Paul Coleman, Chief Collaboration Officer at OMD EMEA, and Daniel Pankraz, Strategic Innovations Director at Leo Burnett Sydney.
As a “star” speaker, Paul Coleman of OMD will deliver a talk »Building Brand Heat“. He will explain how to build powerful and long-lasting brands in the world of modern communication and how to get people, in addition to so many choices and content overload, interested for your brand. On the other hand, Daniel Pankraz of Leo Burnet Sydney will share the upgrade of 4P model in marketing communications.
Speaker line-up also includes Veljko Golubović, regional creative director at FCB Afirma, Julijan Komšić, director at IPSOS, and Ivana Galić, director of marketing, PR and corporate communications at Nova TV.
Slovenia is another market to adopt visual identity which features »red disc« prominently across Coca-Cola trademark products, uniyfing Classic and Zero brands.
In an effort that will extend the company’s “One Brand” global marketing strategy to packaging, Coca-Cola has announced the launch of new graphics that use one visual identity system featuring Coca-Cola Red as a unifying color across the trademark.
The Red Disc, the signature element of the new “Taste the Feeling” global creative campaign launched in January, will now appear prominently on packaging. Further underscoring the Company’s commitment to provide choice, the new packaging is designed to enable consumers to choose the Coca-Cola that best suits their taste, lifestyle and diet.
To clearly identify each product, the signature color is featured throughout the packs, red for Classic and black for Zero. The new graphics will also include the unique product name and benefits on front of pack to help consumers make an informed choice.
The effort will be accompanied by an extensive advertising campaign, featuring TV ads and degustation.
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.”
Slovenian advertising agency has been tasked with the creation of visual identity and branding of EuroBasket 2017 Women. The tournament will be held in Prague and Hradec Kralove (Czech Republic) this June.
Based on the locally created tournament logo, Zadrga was entrusted to develop a branding concept (including secondary elements, pictograms, signage, colour hierarchy, claim …) and preparation of all production materials for the promotion of FIBA EuroBasket Women 2017.
The agency already collaborated with FIBA on the executions of EuroBasket tournaments for men in 2013, 2015 and 2017. And as Zadrga states: Girls, the stage is yours!
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.
Multi-awarded campaign "Wing of Love" by Croatian advertising agency Imago Ogilvy for a water brand Jana got its continuation. Creators of the new campaign made sure the love will not stay only in the city of Slavonski Brod, as it will spread around the country.
Jana introduced a branded box set, which features feathers of Klepetan (a male stork who has been flying 13,000 km every year for the last 15 years to see his injured soulmate Malena). As Klepetan drops some wing-feathers every year, mr. Vokić (who is taking care of Malena) collects them and uses them as souvenirs. This particular feathers have been used as branded quill-pens in the new campaign. They provide an excellent opportunity to write a love letter (or share the love in that matter) to your favourite people. The first people to test this specially designed box set were kids from a local primary school. Recipient of the letter can keep it, yet the box set should be sent to another address. If you are not among the recipients, hold on. On Jana’s official website, you can write down a letter and a calligraph will rewrite it with Klepetan’s feather and spread the love.
“We realised it only makes sense to compete with yourself so we decided to outdo ourselves and create something even more beautiful that last year’s campaign. I firmly believe we succeeded,” said Igor Mladinović, creative director at Imago Ogilvy.