{"id":152,"date":"2016-09-30T00:00:20","date_gmt":"2016-09-29T23:00:20","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=152"},"modified":"2016-10-28T16:55:59","modified_gmt":"2016-10-28T15:55:59","slug":"architektura-znacky-zaklady","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/architektura-znacky-zaklady\/","title":{"rendered":"\u0160\u00e9f ADMA Pavol Kub\u00e1n o budovan\u00ed zna\u010dky: M\u00e1 svoje korene, DNA aj charakter"},"content":{"rendered":"

Mo\u017eno nepou\u017e\u00edvam uhlomer a\u00a0ceruzku, ale v\u017edy sa pri budovan\u00ed zna\u010dky c\u00edtim ako architekt. V\u00a0prvej \u010dasti tril\u00f3gie<\/strong> v\u00e1m tento proces na\u010drtnem zvn\u00fatra.
\nAkoko\u013evek by ste sa sna\u017eili odl\u00ed\u0161i\u0165 market\u00e9rov a\u00a0architektov, v\u017edy budeme ma\u0165 jedno spolo\u010dn\u00e9: v\u00fdsledok na\u0161ej pr\u00e1ce mus\u00ed by\u0165 presn\u00fd na milimeter. Spr\u00e1vne uhly, rovn\u00e9 linky, \u010dist\u00e9 plochy? Vizualita, tonalita,\u00a0hodnoty. Mus\u00edme by\u0165 stopercentn\u00ed, len vtedy sa d\u00e1 na zna\u010dke postavi\u0165 biznis.<\/p>\n

Ale budovy s\u00fa pr\u00edli\u0161 chladn\u00e9 a\u00a0stroh\u00e9, zna\u010dka je sk\u00f4r \u017eiv\u00e1 bytos\u0165. M\u00e1 svoje korene, \u0161pecifick\u00fa DNA aj svoj osobit\u00fd charakter<\/strong>.<\/p>\n

Korene zna\u010dky<\/h3>\n

\u010cas\u0165 brandu, ktor\u00e1 nie je v\u017edy \u00faplne vidie\u0165 a\u00a0napriek tomu je pr\u00edtomn\u00e1 v\u00a0celej komunik\u00e1cii. Je to samotn\u00fd z\u00e1klad, d\u00f4vod existencie \u2013 produkt resp. slu\u017eba a\u00a0jej vlastnosti. <\/strong><\/p>\n

V\u00a0prvom kroku tvorby zna\u010dky si mus\u00edme uvedomi\u0165, z\u00a0\u010doho vych\u00e1dzame. \u010co pon\u00fakame \u013eu\u010fom? Ak\u00e9 m\u00e1me sk\u00fasenosti? Je n\u00e1\u0161 produkt pr\u00ednosn\u00fd? Mus\u00edme n\u00e1js\u0165 pevn\u00e9 jadro, ktor\u00e9 je sam\u00e9 o\u00a0sebe dokonal\u00e9.<\/strong> A\u017e potom mu m\u00f4\u017eeme naba\u013eova\u0165 vrstvy.<\/p>\n

Vezmime si svetozn\u00e1meho v\u00fdrobcu po\u010d\u00edta\u010dov\u00fdch technol\u00f3gi\u00ed a\u00a0o\u010distime ho od marketingov\u00e9ho pozl\u00e1tka:<\/p>\n

Bol suver\u00e9nne prv\u00fd na trhu, tak\u017ee m\u00e1 za sebou kvalitn\u00e9 know-how. Ke\u010f mu za\u010dali konkurenti kradn\u00fa\u0165 n\u00e1pady, za\u010dal on razi\u0165 nekompromisn\u00fa politiku odli\u0161nosti. Jeho technol\u00f3gie prin\u00e1\u0161ali to, \u010do sa dovtedy zdalo nemo\u017en\u00e9 a\u00a0navy\u0161e si udr\u017eali unik\u00e1tny dizajn. Nikdy neopakoval, nikdy ne\u0161iel jednoduch\u0161ou cestou a\u00a0dal si z\u00e1le\u017ea\u0165 na ka\u017edom detaile.<\/p>\n

Mo\u017eno ste pr\u00e1ve spoznali svoj Macbook alebo iPhone, vravel som toti\u017e naozaj o\u00a0Apple Inc. Aspo\u0148 za \u010dias Steva Jobsa.<\/p>\n

Ako na to:<\/strong><\/p>\n

Spravte si brainstorming \u2013 vezmite ve\u013ek\u00fd papier alebo tabu\u013eu a\u00a0p\u00ed\u0161te v\u0161etky slov\u00e1 a\u00a0slovn\u00e9 spojenia, ktor\u00e9 v\u00e1m napadn\u00fa pri va\u0161om produkte. Nazrite z\u00a0poh\u013eadu z\u00e1kazn\u00edka, trhu a\u017e potom seba, aby ste pokryli \u00faplne v\u0161etky mo\u017enosti. Potom vyberte desa\u0165 najd\u00f4le\u017eitej\u0161\u00edch.<\/p>\n

DNA zna\u010dky<\/h3>\n

Pri bli\u017e\u0161om poh\u013eade na korene zist\u00edme, \u017ee maj\u00fa spolo\u010dn\u00e9 pojivko. DNA zna\u010dky<\/strong> odpoved\u00e1 na ot\u00e1zky: \u201e\u010co je v\u00a0n\u00e1s? Ak\u00e9 m\u00e1me kompetencie? \u010c\u00edm chceme by\u0165 – jednou vetou?\u201c<\/strong> Vysvetl\u00edm v\u00e1m to na pr\u00edklade mojej digit\u00e1lnej agent\u00fary.<\/p>\n

Cesta k\u00a0brand DNA vedie cez tri \u010dasti:<\/p>\n

1) Hodnoty<\/strong>
\nPr\u00eddavn\u00e9 men\u00e1, ktor\u00e9 popisuj\u00fa hodnoty spolo\u010dnosti a ich vz\u0165ah k produktom a k z\u00e1kazn\u00edkovi.
\nMy v SCR do spolupr\u00e1ce s klientom vklad\u00e1me spo\u013eahlivos\u0165, v\u00fdnimo\u010dnos\u0165 a v\u00e1\u0161e\u0148.<\/p>\n

2) Kompetencie<\/strong>
\nN\u00e1jdite svoju odbornos\u0165. Pomenujte k\u013e\u00fa\u010dov\u00e9 schopnosti, ktor\u00e9 v\u00e1m pomohli postavi\u0165 firmu v konkuren\u010dnom prostred\u00ed.
\nZa SCR by som vyzdvihol oblasti digit\u00e1lne strat\u00e9gie, technologick\u00e9 platformy a biznis modely.<\/p>\n

3) V\u00e1\u0161e\u0148<\/strong>
\nEmocion\u00e1lna str\u00e1nka produktu. Teraz je \u010das pozrie\u0165 sa svojimi o\u010dami \u2013 pop\u00ed\u0161te, \u010do vid\u00edte pri poh\u013eade na vlastn\u00fd produkt. Pre\u010do sa v\u00f4bec chcete pos\u00fava\u0165 vpred a ak\u00fdm smerom sa vlastne h\u00fdbete?
\nU n\u00e1s m\u00e1me neut\u00edchaj\u00facu v\u00e1\u0161e\u0148 pre nov\u00e9 biznis pr\u00edstupy a progres, chceme r\u00e1s\u0165 spolo\u010dne s klientmi.<\/p>\n

Ako na to:<\/strong>
\nNa konci cel\u00e9ho procesu n\u00e1jdite jednu vetu, ktor\u00e1 charakterizuje v\u0161etk\u00fdch desa\u0165 kore\u0148ov a vych\u00e1dza z va\u0161ich hodn\u00f4t, kompetenci\u00ed a v\u00e1\u0161ne. T\u00fato vetu si nem\u00fd\u013ete so sloganom, zatia\u013e je to intern\u00e1 z\u00e1le\u017eitos\u0165.<\/p>\n

Charakter zna\u010dky<\/h3>\n

Posledn\u00e1 vn\u00fatorn\u00e1 vrstva. Ohrani\u010duje brand zo v\u0161etk\u00fdch str\u00e1n, \u010d\u00edm jasne vymedz\u00ed va\u0161e smerovanie na trhu. Sklad\u00e1 sa zo siedmych s\u00fa\u010dast\u00ed:<\/p>\n

Cie\u013eov\u00e1 skupina <\/strong>\u2013 spr\u00e1vne pomenujte segment, z\u00e1kazn\u00edka a\u00a0spotrebite\u013ea. Kto produkt kupuje a\u00a0kto ho pou\u017e\u00edva? Vytvorte si marketingov\u00e9 pers\u00f3ny.<\/p>\n

Insight z\u00e1kazn\u00edka<\/strong> \u2013 odha\u013ete prvotn\u00fd probl\u00e9m, potrebu z\u00e1kazn\u00edka, ktor\u00fa v\u00e1\u0161 produkt rie\u0161i. Zistite, pre\u010do by si vybral pr\u00e1ve v\u00e1s. Insight mus\u00ed by\u0165 presn\u00fd, venujte mu poriadny \u010das.<\/p>\n

Personalita zna\u010dky<\/strong> \u2013 mali by ste zapadn\u00fa\u0165 do jedn\u00e9ho \u010di dvoch z\u00a0desiatich zn\u00e1mych archetypov zna\u010diek. Vyberajte pod\u013ea va\u0161ich hodn\u00f4t:<\/p>\n

Tonalita <\/strong>\u2013 sp\u00f4sob, ak\u00fdm hovor\u00edte k\u00a0z\u00e1kazn\u00edkovi. M\u00f4\u017eete by\u0165 mil\u00ed, \u00faslu\u017en\u00ed, namyslen\u00ed, drsn\u00ed. Porovnajte si, napr\u00edklad, statusy k\u00a0pr\u00edspevkom na Facebooku Mercedesu<\/a> a\u00a0Fiatu<\/a>. Tone of voice \u00fazko s\u00favis\u00ed s\u00a0personalitou zna\u010dky.<\/p>\n

Funk\u010dn\u00e9 benefity<\/strong> \u2013 racion\u00e1lne d\u00f4vody vybra\u0165 si v\u00e1\u0161 produkt. Pon\u00fakate dobr\u00fa z\u00e1ru\u010dn\u00fa lehotu, m\u00e1te najvy\u0161\u0161iu kvalitu vzh\u013eadom na cenu, poskytujete extra servis at\u010f.<\/p>\n

Emocion\u00e1lne benefity <\/strong>\u2013 v\u00e4\u010d\u0161inou b\u00fdvaj\u00fa silnej\u0161ie, ne\u017e tie racion\u00e1lne. Vlastni\u0165 v\u00e1\u0161 produkt m\u00f4\u017ee by\u0165 pre z\u00e1kazn\u00edka soci\u00e1lny status, m\u00f4\u017ee ho to bavi\u0165 alebo len h\u013ead\u00e1 trad\u00edciu. Zistite to.<\/p>\n

\u201eReason to believe\u201c<\/strong> \u2013 robot by si produkty vyberal len na z\u00e1klade tohto faktoru. \u010co ste ako firma dok\u00e1zali, \u010do je v\u00fdsledok va\u0161ej pr\u00e1ce a\u00a0ako to ovplyvn\u00ed \u017eivot z\u00e1kazn\u00edka. Pre\u010do v\u00e1m m\u00e1 veri\u0165, \u017ee ste spr\u00e1vne miesto pre jeho peniaze?<\/p>\n

Na dnes je to u\u017e v\u0161etko. Nabud\u00face\u00a0sa zameriam na vonkaj\u0161iu \u010das\u0165 zna\u010dky, rozoberiem fas\u00e1du.<\/p>\n

Pavol Kub\u00e1n, CEO SCR\u00ae<\/sup> group, prezident Asoci\u00e1cie digit\u00e1lnych marketingov\u00fdch agent\u00far (ADMA)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Mo\u017eno nepou\u017e\u00edvam uhlomer a\u00a0ceruzku, ale v\u017edy sa pri budovan\u00ed zna\u010dky c\u00edtim ako architekt. V\u00a0prvej \u010dasti tril\u00f3gie v\u00e1m tento proces na\u010drtnem zvn\u00fatra. Akoko\u013evek by ste sa sna\u017eili odl\u00ed\u0161i\u0165 market\u00e9rov a\u00a0architektov, v\u017edy budeme ma\u0165 jedno spolo\u010dn\u00e9: v\u00fdsledok na\u0161ej pr\u00e1ce mus\u00ed by\u0165 presn\u00fd na milimeter. Spr\u00e1vne uhly, rovn\u00e9 linky, \u010dist\u00e9 plochy? Vizualita, tonalita,\u00a0hodnoty. Mus\u00edme by\u0165 stopercentn\u00ed, len vtedy sa d\u00e1 na zna\u010dke postavi\u0165 biznis. Ale budovy s\u00fa pr\u00edli\u0161 chladn\u00e9 a\u00a0stroh\u00e9, zna\u010dka je sk\u00f4r \u017eiv\u00e1 bytos\u0165. M\u00e1 svoje korene, … <\/p>\n

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