The new issue of the magazine Brend Kultura – Full Cultural was presented Tuesday at the Velvet café in Zagreb, supported by Superbrands Croatia, under the creative and production baton of Dhar Media agency.
Brend Kultura, the only professional magazine about the culture of branding in Croatia, on Tuesday organized a round table on the occasion of the new issue with the theme FULL CULTURAL. At the informal gathering over coffee and croissants, representatives of iconic Croatian brands and project owners talked about brands that for years now withstand the many challenges on the Croatian cultural scene. One of them is the failure to recognize quality projects and lack of institutional support in all aspects of culture. But, as journalist and editor Sandra Pocrnić Mlakar pointed out in her speech: “Culture always finds a way to express itself.” Which is evident from the article she wrote for Brend Kultura, and the fact that many commendable projects were realized, implemented and live on.
Other participants in the round table also pitched in, adding their voice to the discussion, and here are some of their most important thoughts:
Mirela Rončević – manager of the Free Reading Zones project for Croatia announced more surprises at Velvet regarding the FRZ.
Alis Pečarić Marić – founder of the Čitaj knjigu (Read a book) club talked about how much people in Croatia read, and said that the people on the Čitaj knjigu blog quench their thirst for books, which means that books are still sought after and read.
Martina Tomljenović – head of the Marketing and Market Research Sector at Borovo talked about this important Croatian brand, behind whose fame lies the love of each individual in Borovo, which ties them to the brand.
Dražen Grubišić – cofounder and director of the Museum of Broken Relationships, where love also played a role in the creation of the museum, said that the Museum of Broken Relationships is a museum of love, and that this idea was recognized in the world where things happen much more quickly and easily.
Right before the end, Damir Ciglar, director of advertising agency Imago Ogilvy, spoke about the ingenious creative idea which was realized in the campaign for the most famous Croatian water, Jana, a love story about Malena and Klepetan. This story was also not overlooked in this issue of Brend Kultura, because it is about storytelling which in symbiosis with the product gave a new dimension to the brand.
Nick Colgan, founder and director of The Garden Brewery, which opened in the industrial zone of Zagreb, followed up with another good story about the love of music, which has launched a series of festivals which they organize.
Talk about new and those long ago initiated projects of culture, which in each of their segments overlap with the business world, and how culture has a significant and positive impact on the individual, imposed the conclusion of the FULL CULTURAL round table:
“The love for what we do, the enthusiasm we bring in it, and the faith with which we enrich each of our projects, guarantees success, authenticity and recognition in the business world, despite all the obstacles that are on the way to its realization.”
The moderator of the round table was Lana Milčec, editor of the magazine Brend Kultura.
The newest issue of the Brend Kultura magazine is available at this link: www.issuu.com/dharmedia/docs/brend_kultura_7.
