Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Ambience of the Sarajevo Youth House for one day became a genuine jungle, in which global and regional experts in marketing, communication and branding discovered why the market is a jungle, and how to survive in it.
Seventh Branding Conference, a brand that keeps its promises and provides a good platform for education and tracking trends, organized by the agency Via Media, was inspired by the fact that branding strategies based on in-depth research, precise plans and large budgets, simply no longer guarantee success.
This year’s slogan of the conference – “Brand New Jungle” sends a clear message that due to globalization, digitalisation, rapid and big changes in the world of communication, the game played by large and small brands has become unpredictable and merciless, with rules that are constantly changing.
A Roaring Program
“This year we wanted to be different, and in collaboration with the Cannes Lions, we provided a truly roaring program. Also, we are proud of the fact that Bosnia and Herzegovina for the first time has a competition of young agency lions, which is also a confirmation of the importance of the Branding Conference. I appeal that we pay a little more attention to all the things we can do in the field of branding – the branding of our destinations, sportsmen, people of art and culture, who can most contribute to the image of Bosnia and Herzegovina in the world. Let’s not forget the fact that companies are good representatives of our economy in the world. This is a very important area that brings added value to the whole country,” said Vesna Beganović, Founder & CEO of the agency Via Media.
The conference was opened by one of the star speakers, Paul Coleman, Chief Collaboration Officer at OMD EMEA, with the presentation on the topic “Nirvana of optimization”. He discovered what is behind the new options to optimize advertising, and whether there are certain dangers. He also presented some of the most powerful marketing strategies stressing the importance of quality content.
“The most powerful brands focus on basic human needs. The recognition of truth has never been more important. The truth is far more important than the trend,” highlighted Coleman.
Audience was also stirred by the duo from Viber, Konstantin Kostadinov, Sales Manager CEE and Zarena Kancheva, Marketing and PR Manager CEE, who presented the rules and trends in the dynamic media world of communication, the so-called Viber Re-volution, and how to reach benefits by following these trends.
“Our research shows that people want to interact with brands in the same way as with real users in a fast and efficient way. For individuals, this is about new way to search for information, to place orders and purchases, to be entertained or actively participate in public competitions or marketing campaigns – all within the Viber app, with a high rate of efficiency,” said Zarena Kancheva, and noted the fact that whopping 1.8 billion messages are exchanged in Bosnia and Herzegovina via Viber on a monthly basis.
The importance of neuromarketing
A special treat for the participants was the presentation by an expert in the field of neuromarketing – Dalibor Šumiga, director of the company Promosapiens from Zagreb.
“People don’t think how they feel, they don’t say what they think and don’t do what they say. In purchasing, decisions are made by emotions, and that’s something we can’t consciously influence,” said Šimuga, emphasizing the role of the limbic system in the marketing industry.
Director of strategic innovation in the agency Leo Burnett Sydney, Daniel Pankraz, discovered why Millennials hate a huge share of marketing and consider it marketing pollution.
“I believe that brands should see young people as ‘partners in the realization of brand’s ideas’, not only as recipients of marketing messages. Young people have great expectations from the brands, and what brands need to do is to encourage an emotional connection, not think only about their own product, be socially responsible, develop in young people a sense of security and belonging, to be intimate with them, make them smarter and have a firm stand,” said Pankraz.
Two very interesting panel discussions were held within the Branding Conference, and two very interesting panel discussions on the theme “Anyone still listening to the parrot?” and “Who is the king of the jungle?”, during which the panelists and participants of the conference discussed how BiH brands can achieve regional recognition.
Seventh Branding Conference this year was the official partner of “Cannes Lions International Festival of Creativity.” In partnership with UNICEF, the conference organized the competition “Young Lions BiH” for the young agency professionals. First place went to the agency Mania from Banja Luka, which thus ensured participation at the prestigious ‘Cannes Lions‘ international festival of creativity.
Partners of the Branding Conference:
Orbico, MarketMakers, Sberbank, Courtyard Marriott, Menprom, Manpower Group, Peugeot, Kolektiv d.o.o., Foreign Investors Council, HTC, Edward Bernays
Media partners:
BiH: FTV, FACE TV, Al Jazeera Balkans, Euro Blic, RSG, Klix.ba, Business Magazine, Media Marketing, InStore, Dnevni list, Fena, Akta, Modamo.info, Media RES, Manager.ba, Onasa, Poslovnidnevnik.ba, Margo, Geneco, Parametar
Croatia: Plan B, Dnevnik.hr
Montenegro: FOS Media
Serbia: Advertiser Serbia, Marketing Mreža, PRspective.rs, Youth Now, Designed.rs
Slovenia: Marketing Magazin