Author: Anida Krajina

Zagreb Be There – Advent Advertising

During the holidays season, advertisers are getting inspired to produce the catchy and memorable content. Christmas theme is in the focus and the advent advertising is something we see almost daily. It’s never too much of a holiday magic, though. After a comprehensive and valuable analysis of the Balkan chocolate deals earlier this week, we are taking you on a different journey. This one is charmed by a holiday spirit and leads us to the capital of Croatia. Let’s talk about advent advertising. First of all, let me take you to the year 2014. The Zagreb Tourist Board, together with...

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Storytelling in marketing- The emotional charging

Marketers have always managed to use everyday situations to present the desirable content. This time, I was intrigued by a very old but yet super powerful technique- storytelling. What does it have to do with marketing, how does it influence consumers’ brain and is there any example in the Balkans? Well, lean back and keep reading. A couple of weeks ago while going through the handful of scientific articles, I bumped into the one talking about how organizations can tell the story. Apparently, the channel through which they tell the story is marketing. The researchers asked several questions that kept on...

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Science behind the brand launching- Part 3

The third and the final part of the brand launching story will touch down the conclusion points of the launching journey. The launching itself is a long way to go (which you have probably figured out so far). Nevertheless, the steps I am talking about in these three parts can serve as a skeleton for personalized scenarios. Now when there is already the Coming Soon page, the traffic to the page is a must- have. The question is how to do that since the both product and the brand are unknown to the audience? Influence Marketing is the answer. Hereby I...

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Science behind the brand launching- Part 2

In my last article on brand launching, I covered the starting points of the whole process. To recap, we have learned that every good launch process starts with extensive market research. It continues through differentiating the brand and requires marketing all along. The second part will dive into topics related to the first interaction with customers. The foundation of the launch is creating a coming soon page. Why is it so important? Well, this is the way to collect emails from prospects who are interested in the brand. Another benefit is the contribution to the anticipation (the magic word we...

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Science behind the brand launching- Part 1

A couple days ago I read the last lecture within the online course about the brand launching. I thought: “Wow, these guys made some very cool points”. Inspiration was obvious, so I decided to share their (and mine) thoughts with BMS readers. We talked about branding before, whether through associations, personal branding or rebranding strategies. Nevertheless, the question is how to create the brand from the scratch? Imagine starting a company that is completely new in the market and no one has ever heard of. You cannot launch a product only, but also a brand. Sounds like a challenge, indeed, but far...

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