Author: Anida Krajina

Eye-tracking experiments help to understand consumers

I have made a statement up there. And I know you will say- ok, eye-tracking experiments help to understand consumers, so what? We live in the age where the science has learned how to feed the knowledge directly in the brain, and I am here telling you about the technology already decades old. What is so exciting about it? If you ask me, the answer is everything. But I am just a researcher who is about to enter the lab and play with the eye tracking technology. Everything about eye-tracking experiments is novel for me at the moment. Nevertheless, leaving...

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Brands Die- A Lesson in Brand Darwinism

It is 2008 and Valeria Maltoni poses an extraordinary question: What happens when brands die? Shocking enough. Where do brands go when they die? How does this happen? In the swirl of branding strategies, making brands great again and optimizing for the perfect communication, we (marketers) almost ten years later still forget that if we give brands human characteristics, we must bear in mind that no brand is immortal (OK, except Nokia 3310). I’ll tell you how I have got here. It is 2017, almost ten years after Valeria’s question. My inspiration was the recent discussion with friends about personification (we don’t...

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Area branding at its best – The culture and the art collided

Another piece of art, designed by Studio Sonda left us speechless earlier this month. A perfect way to add the flavor to the area branding of one of the most beautiful parts of Croatian cost- Istria. Before I go all into the visual identity and artistic value that this exhibition has given, I would like you to take the step back and see this project from the marketing perspective. Or more precisely, area branding perspective. Experts say that countries can usefully be understood as the sum of their identity and reputation. Regional branding and inter-regional place brand initiatives are becoming...

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Merry Christmas!

Holiday season continues. To all our orthodox friends, colleagues, and readers Very Merry Christmas Have a blessed day and a wonderful time ahead. BMS...

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2017, here we come!

Dearest BMS readers and followers, After all Christmas cookies that caused difficulties in moving around, family gathering and delicious food, it is time for a slightly crazier celebration and certainly a bigger closure. 2017th is knocking! 2016 has been a tough year, with all ups and downs, achievements and failures, but hopefully, we all ended up learning something new. We attempted to bring up some interesting content to read while drinking your morning coffee. Thank you for being with us, reading us, liking us and commenting! 2017 might be just a little more exciting. A spoiler- we are cooking...

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