The essence of success of a contemporary brand is in its proactive role in consumer life. Participants of the Academy of Slovenian Chamber of Commerce, which will be held on June 6, from 09:00hrs to 12:30hrs will get more familiar with key brand management elements that turn a brand into a significant market player. The lecturer is doc. PhD. Andrej Pompe.
Affection is something that is inherent to people and things that mean something to certain circles. Affection must be earned, and it’s something that needs to be nurtured. Affection is inherent to those who managed to convince us, and we say only good things about them. Affection is primarily an emotional state, not a rational reflection. The eternal dilemma is whether our brand will be loved, or will it just play its classic role of product and company identification. The time of hypertrophy of everything, unnaturally rapid development of technology, new life trends that arise daily and hyper-competitiveness requires a different look at the brand and its role.
Bringing the brand into life of people and the simultaneous absence of direct sales pitch gives the brands an inexhaustible source for building a good image. Brand’s involvement means being present where it is needed, where it brings good news, and where it makes people feel that it cares for them.
Such engagement requires the understanding of key emotional motivators – stories, events, rituals, and involvement. Another important thing – a person has five senses, and through it they receive the stimuli that give them perception of something, in our case a brand. This creates the brand’s significance and the desired perception. The consequence may be that the users accept the brand as their own and, if possible, become its advocates. This is, at a time when loyalty to brands is at its lowest level, exceptionally important.
About the lecturer:
Andrej Pompe is the director and conceptual-content leader of the international business school BrandBusinessSchool and co-founder and partner at agency Formitas BBDO Pleon. He is a moderator, mentor and coach. So far, he has been a market researcher, a leader of trade fairs, project director, marketing director, creative director and consultant for strategic communications, brands and branding, innovation in entrepreneurship, tourism development strategy and tourism products.
