PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

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    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

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    francis-ingram-naslovnica

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

St. Jordan

Nike has connected what no one had managed to in history – that one of the greatest football clubs plays in the kits branded by one of the greatest basketball players in history

22/10/2018
in Opinion
3 min read
St. Jordan 3

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Zoran Avramović, Marketing Director, football club Crvena zvezda

When his shoes first appeared, Michael Jordan said “I can’t explain it, and no one can explain it. To me, it’s much bigger than Michael Jordan. It’s going to outlive me in terms of what I did for the game of basketball.” If you put things in simpler terms, which is something that the great masters and creators of the market trends from Nike always knew how to do, this example once again confirmed the rule that the brand is no longer what we tell about it to the customer, but what the customers (fans) say to each other. It might seem paradoxical, but it is indicative when Kylian Mbappe on the official “Jumpman” page (brand worth about $2.2 billion) says about the collaboration of PSG and Nike: “They have history, we have history, but together we create a new history.”

The impeccably selected nineteen-year-old “Parisian saint” – who has already entered the history books – is only the second teenager to score goals at the World Championships and with a strong identification with the great Pele, is in a way the announcement of this new history. This confirms the rule that the brand is not a product, not a logo, not a trademark. But the logical question then is: What is it then? Jordan, whose fortune Forbes estimates at $1.65bn, said he cannot explain it, or rather that no one can.

Still … I would daringly claim that a brand is the dream of those who create it, and the experience of those who consume it, without even being aware of it. We are all mental customers (fans) because we identify with the emotional value of the brand (club), or rather don’t buy, but seek exactly what we want. And that is an identification with the brand (club), which, though unattainable in the real world, is viable through the experience. Charles Revson summarized it once: “We make cosmetics in the factory, we sell hope in the store”.

The owners of the PSG have sold hope to all their fans that they will be the best club in the world, but also seriously hinted that dreams can come true. This confirms another rule – that nothing has been done before being dreamt before.

Jumpman, a direct association to Michael Jordan, was chosen as a symbol of sport and business success. The owners of PSG strive for the same. Their innovation is that, conditionally speaking, they have selected a basketball idol with six NBA titles. This points to another rule by which football takes only the best. The owners of PSG have gone a step further. Nasser Al-Khelaïfi, president and CEO of PSG, offered a courageous, bold and extremely creative way of capitalizing on the avant-garde approach to turning PSG not only into a large, successful football club, but also into one of the biggest sports brands at the City of Light from which it originates. The fact is that everything that is worth something in football is happening in Europe, and the Champions League is the crown jewel of that value. And right through the Champions League, the idea of ​​synergy between two brands, two sports, football and basketballm was launched – an idea that is undeniably historic.

In the meantime, Michael Jordan has allocated $275 million for the NBA franchise’s acquisition – the Charlotte Hornets. Very soon the club was worth $700 million. How much the princes and heads of the PSG had paid Nike, or other details of their agreement, is still unknown. We need to wait until the end of the Champions League and then look at the stock exchanges to see the value of the Jumpman brand. No matter what the nominal amount is, the European football is getting a new amalgam on the business side: the Air PSG!

 

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(Zoran Avramović, marketing director of Crvena Zvezda, has so far written five books: “The Football Industry”, “Football – Global Religion”, “Football comes First”, “Football, the Heart of Millions” and “When the Game Ends, War Starts”.)

 

Tags: Air JordansBasketballFootballNikePSGZoran Avramović
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