Mrz\u00ed ma, ke\u010f vid\u00edm pada\u0165 komunity. No neza\u017eil som situ\u00e1ciu, \u017ee by k tomu do\u0161lo kv\u00f4li strate zmyslu v komunite samotnej. St\u00e1va sa to preto, \u017ee po \u00faspechoch z dlhodobej, vydretej a „\u0161pinavej“ pr\u00e1ce, \u013eudia prekro\u010dia hranice v\u00edzie a uveria v seba sam\u00fdch ako nezastupite\u013en\u00fdch nosite\u013eov. Z tvrdej pr\u00e1ce sa stane poslanie v mene vysok\u00fdch my\u0161lienok. Z ka\u017edodennej viery v zna\u010dku, ktor\u00e1 je o nich, sa stane bohorovn\u00e1 viera v \u010dosi „nad“ nimi.<\/p>\n\n\n\n
Zna\u010dky str\u00e1caj\u00fa kontakt s \u013eu\u010fmi, na ktor\u00fdch pleciach vyr\u00e1stli, ke\u010f uveria v silu syst\u00e9mu a organiz\u00e1cie, ktor\u00e9 reprezentuj\u00fa. V tej istej chv\u00edli, ke\u010f sa syst\u00e9mov\u00e9 pravidl\u00e1, vtierav\u00e9 slogany a p\u00e1\u010div\u00e9 obrazy pov\u00fd\u0161ia nad \u013eud\u00ed, ktor\u00ed by mali ma\u0165 schopnos\u0165 si ich zvn\u00fatorni\u0165 a \u017ei\u0165 nimi.<\/p>\n\n\n\n
Vtedy zna\u010dky, namiesto toho, aby \u010falej rozv\u00edjali svoje komunity (spotrebite\u013eov, voli\u010dov, nosite\u013eov my\u0161lienok), diverzifikovali, prehlbovali svoju \u010dinnos\u0165, oslavovali svoju divotvornos\u0165, a ka\u017edodenne robili to, kv\u00f4li \u010domu kedysi vznikli, nahr\u00e1dzaj\u00fa svoju pr\u00e1cu za misijn\u00fa \u010dinnos\u0165. Z oby\u010dajn\u00fdch, \u017eiv\u00fdch, ka\u017edodenn\u00fdch \u013eud\u00ed robia prorokov, m\u00fdtick\u00fdch nosite\u013eov desatora.<\/p>\n\n\n\n
A potom padn\u00fa.<\/p>\n\n\n\n
V skratke to je pr\u00edbeh mnoh\u00fdch dobr\u00fdch politick\u00fdch, komer\u010dn\u00fdch, mimovl\u00e1dnych aj samoorganizovan\u00fdch projektov. Nevedia si rady so svojimi interpreta\u010dn\u00fdmi komunitami, a za\u010d\u00ednaj\u00fa sledova\u0165 machiavellistick\u00e9 predstavy, \u017ee menia svet a ovl\u00e1daj\u00fa masy. Prest\u00e1vaj\u00fa vyjadrova\u0165 rados\u0165 a st\u00e1vaj\u00fa sa mocnej\u0161\u00edmi, ne\u017e \u013eudia, ktor\u00ed ich stvorili. Niekedy a\u017e v zmysle „sme dokonal\u00ed a nau\u010d\u00edme v\u00e1s vidie\u0165, \u017ee naozaj sme.“<\/p>\n\n\n\n
Nu\u017e \u00e1no, kedysi to b\u00fdval zmysel budovania zna\u010dky. Vytvori\u0165 v\u00edziu, misiu a tlmo\u010di\u0165 predstavu zna\u010dky – tej hodnotovej kotvy niekde v bud\u00facnosti. Zna\u010dka ako vzor, ku ktor\u00e9mu sa chceme dopracova\u0165, a ktor\u00fd vyjadruje s\u00facno cez emocion\u00e1lne asoci\u00e1cie pod\u013ea Kotlera. To je v\u0161ak pr\u00e1ve ten pr\u00eds\u013eub, ktor\u00fd u\u017e nie je mo\u017en\u00e9 naplni\u0165: je to kreslenie obrazov, ktor\u00e9 nie sme schopn\u00ed uskuto\u010dni\u0165.<\/p>\n\n\n\n
T\u00fa „\u0161pinav\u00fa“ a nikdy nekon\u010diacu pr\u00e1cu s komunitami \u013eud\u00ed nenahrad\u00ed\u0161 za syst\u00e9m, reklamn\u00e9 spoty a ve\u013ek\u00e9 narat\u00edvy. D\u00e1 sa len robi\u0165, pracova\u0165, odohr\u00e1va\u0165 ten scen\u00e1r. A teda presta\u0165 vn\u00edma\u0165 \u017eivot komun\u00edt zna\u010dky ako nejak\u00fd skanzen, ako safari park, kde zhroma\u017e\u010fujeme t\u00fdch, ktor\u00fdch sme „ovl\u00e1dli“. Preto\u017ee v tejto chv\u00edli sa u\u017e odohr\u00e1va presn\u00fd opak: to safari vzniklo na marketingovom oddelen\u00ed, kde sa endemick\u00e9 druhy brand mana\u017e\u00e9rov bezcie\u013ene \u017eivia zhroma\u017e\u010fovan\u00edm d\u00e1t o v\u00fdkonnostn\u00fdch parametroch zna\u010dky. Zna\u010dkou sme neovl\u00e1dli masy, ale len sami seba.<\/p>\n\n\n\n
Konkr\u00e9tne? <\/p>\n\n\n\n
Treb\u00e1rs t\u00fa b\u00e1joslovn\u00fa „\u010derstvos\u0165 potrav\u00edn“ nedosiahne \u017eiaden obchodn\u00fd re\u0165azec, ani v najvlhkej\u0161om sne. Preto\u017ee citr\u00f3ny bud\u00fa v predajn\u00fdch reg\u00e1loch plesnivie\u0165 v\u017edy a \u013eudia ich tam bud\u00fa v\u017edy aj nach\u00e1dza\u0165. Ergo m\u00e1 zmysel napriek tomu hovori\u0165 o „\u010derstv\u00fdch potravin\u00e1ch“? Kresli\u0165 obrazy dokonal\u00e9ho re\u0165azca? Alebo rad\u0161ej p\u00e1tra\u0165 po pravdivej\u0161\u00edch, i ke\u010f men\u0161\u00edch slov\u00e1ch, pre u\u017e\u0161ie komunity \u013eud\u00ed? Po probl\u00e9moch, ktor\u00e9 s\u00fa naozaj na stole, a ktor\u00e9 zna\u010dkou aj dok\u00e1\u017eeme rie\u0161i\u0165?<\/p>\n\n\n\n
Zmysel brandingu sa d\u00e1vno zmenil, len my to st\u00e1le nie a nie pochopi\u0165. Na stole je naliehav\u00e1 po\u017eiadavka: reflektova\u0165 ve\u013ek\u00e9 spolo\u010densk\u00e9 zmeny a neskr\u00fdva\u0165 sa pred nimi za ide\u00e1lnymi slovami a obrazmi o zna\u010dke. <\/p>\n\n\n\n
\u017de sa m\u00e1me vr\u00e1ti\u0165 sp\u00e4\u0165 a pestova\u0165 zna\u010dku tou „\u0161pinavou“ etnografickou a komunitnou pr\u00e1cou s \u013eu\u010fmi, je hol\u00fd fakt. A hovor\u00edm to aj s\u00e1m proti sebe – proti tomu, \u010do som kedysi pova\u017eoval za svoju pr\u00e1cu vo svete „ve\u013ek\u00e9ho“ marketingu. Zd\u00e1 sa mi, \u017ee je pr\u00edli\u0161 ve\u013ea market\u00e9rov, a pr\u00edli\u0161 m\u00e1lo surov\u00e9ho, ka\u017edodenn\u00e9ho porozumenia, ktor\u00e9 odkr\u00fdvame – a ktor\u00e9 by naozaj malo zmysel brandova\u0165. O to cennej\u0161ie s\u00fa projekty, ktor\u00e9 k ve\u013ek\u00fdm \u00faspechom a v\u00edzi\u00e1m pristupuj\u00fa s pokorou a s citom k \u013eu\u010fom, na ktor\u00fdch pleciach stoja.<\/p>\n\n\n\n
J.<\/p>\n\n\n\n
Pod \u010diarou: v tej „\u0161pinavej“, ter\u00e9nnej pr\u00e1ci je inak kopec radosti a pasie. \u013dudia dok\u00e1\u017eu by\u0165 \u010darovn\u00ed, ak im d\u00e1me trochu z\u00e1ujmu a d\u00f4very, ak k nim nepristupujeme ako k ovl\u00e1danej mase.<\/p>\n\n\n\n
(Ilustra\u010dn\u00e9 foto: Unsplash)<\/p>","protected":false},"excerpt":{"rendered":"
Mrz\u00ed ma, ke\u010f vid\u00edm pada\u0165 komunity. No neza\u017eil som situ\u00e1ciu, \u017ee by k tomu do\u0161lo kv\u00f4li strate zmyslu v komunite samotnej. St\u00e1va sa to preto, \u017ee po \u00faspechoch z dlhodobej, vydretej a „\u0161pinavej“ pr\u00e1ce, \u013eudia prekro\u010dia hranice v\u00edzie a uveria v seba sam\u00fdch ako nezastupite\u013en\u00fdch… Read more<\/a><\/p>","protected":false},"author":2,"featured_media":4890,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"editor_plus_copied_stylings":"{}","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[301,307,306,302,308,21,309,311,310,46,18],"class_list":["post-4884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-branding","tag-endemicky-druh","tag-komunita","tag-komunitny-branding","tag-machiavelli","tag-marketing","tag-masa","tag-masovy-marketing","tag-masy","tag-vyznam","tag-znacka"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.ideology.sk\/wp-content\/uploads\/2023\/02\/blog.jpg","_links":{"self":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4884","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/comments?post=4884"}],"version-history":[{"count":13,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4884\/revisions"}],"predecessor-version":[{"id":4899,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4884\/revisions\/4899"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media\/4890"}],"wp:attachment":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media?parent=4884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/categories?post=4884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/tags?post=4884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}