Photo: Miša Lukić, New Startegy
The three-day conference Success is a Blend, in which Chivas Regal gathered experts from the field of marketing, business and IT, was held for the first time in Serbia.
Success is a Blend is a powerful, universal message that Chivas is communicating across the planet. Chivas believes that blended is better, both in business and in whiskey. Chivas believes that our personal blend is what makes us unique, and that only through cooperation with others and achieving success within a team can we achieve real success.
Within the framework of the first night, in the company of 50 selected professionals, Miša Lukić, one of the most prominent brand and business designers in Central-Eastern Europe, gave a lecture on The Blend of Creativity and Business.
“Marketing as such is actually a blend and I think in the future the term marketing mix will be replaced by the word blend. After 25 years dealing with marketing, I can say that we, who work in this profession, have the greatest potential and advantage in relation to others who deal with innovation and future of business, because creativity is what makes the essential difference in business,” said Miša Lukić, founder of New Startegy, the first business design company in SEE.
On the second evening of the conference, representatives of the business community were addressed by prof. Dr. Goran Pitić, professor of economics and associate MOC professor at the Institute for Strategy and Competitiveness, Harvard Business School, USA, with a lecture on Digital Transformation.
“We live in a world that is technologically developing exponentially, while human adaptability is linear and the question is how capable will humans be to keep up with what is happening in the world of technology. The point is to understand that technologies are the ones that can make processes happen, but that human being still remains at the centre of everything. The human has to have a vision, and know how to explain why things are happening, while technology will explain how they happen,” said Pitić.
The last evening audience got to hear Ivan Gligorijević, CEO of the local start-up company mBrain Train, which developed a mobile device for recording and analyzing brain activity through electrical impulses. He blended his story for the guests in a lecture titled Blend of technology and psychology in modern consumer research.
After the lecture, guests were addressed by the legendary Colin Scott, Custodian Master Blender of Chivas Regal, who held a workshop and taught guests to recognize individual notes of this unique whiskey, and taught them how to create their own perfect blend.
