{"id":4914,"date":"2023-02-22T12:17:13","date_gmt":"2023-02-22T11:17:13","guid":{"rendered":"https:\/\/www.ideology.sk\/?p=4914"},"modified":"2023-12-04T14:03:57","modified_gmt":"2023-12-04T13:03:57","slug":"anarchizmus-modelovat-znacku-cez-komunitu","status":"publish","type":"post","link":"https:\/\/www.ideology.sk\/en\/2023\/02\/anarchizmus-modelovat-znacku-cez-komunitu\/","title":{"rendered":"Anarchism: modeling a brand through community"},"content":{"rendered":"

„Najlep\u0161\u00ed klienti s\u00fa t\u00ed, ktor\u00ed poznaj\u00fa svoje zna\u010dky, ktor\u00ed vedia za \u010d\u00edm zna\u010dky stoja a \u010do vyjadruj\u00fa, povedal mi raz jeden kreat\u00edvny riadite\u013e. My tu ale hovor\u00edme presn\u00fd opak. Skuto\u010dne pozna\u0165 svoju zna\u010dku znamen\u00e1 pozna\u0165 svoju komunitu. Je to nie\u010do, \u010do m\u00e1me pozorova\u0165 a rozv\u00edja\u0165 zvn\u00fatra, nie tvori\u0165 zvonka.“ To s\u00fa slov\u00e1 Andy Cohena, m\u00f4jho dobr\u00e9ho priate\u013ea, s ktor\u00fdm sme dali dokopy manifest Anarchistick\u00e9ho modelovania zna\u010dky.<\/strong><\/p>\n\n\n\n\n\n\n\n

We have been living in the run-of-the-mill advertising world since 2005. We have gone through assignments, campaigns, brands, clients; they have experienced business in almost all its faces. We don't just have experience in our hands, we have the privilege of critically evaluating and proposing improvements. We have ideas about better, more meaningful functioning and work with brands, we feel that we can \"free ourselves from\" established ways of working, and at the same time \"free to\" its better faces. <\/p>\n\n\n\n

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Introducing Anarchist Brand Modeling (Anarchist Brand Modelling, ABM<\/a>) – manifest participat\u00edvneho, komunitn\u00e9ho brandingu. Vznikol v\u010faka in\u0161pir\u00e1ci\u00e1m z kult\u00farnej sociol\u00f3gie a kult\u00farneho brandingu, a z\u00e1rove\u0148 ako pochybovanie o zmysluplnosti brandingu v jeho zau\u017e\u00edvanej podobe. Ch\u00fdbala n\u00e1m poctiv\u00e1, surov\u00e1 etnografick\u00e1 a interpreta\u010dn\u00e1 pr\u00e1ca, ch\u00fdbali n\u00e1m my\u0161lienky jedn\u00e9ho v\u00fdnimo\u010dn\u00e9ho vedca: Davida Graebera.<\/p>\n\n\n\n

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Graeber died only a few years ago, during the 2020 pandemic. He wrote excellent books about the economy of debt and gift, about bureaucracy, about bullshit jobs. He was an ethnographer and anthropologist, a professor at the London School of Economics, a very lively activist, commentator and critic.<\/p>\n\n\n\n

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394 \/ 5 000\nV\u00fdsledky prekladov\nV\u00fdsledok prekladu\nAlong with Noam Chomsky, Graeber was one of the few prominent scientists who was not afraid to talk about anarchism. That word - anarchism - should not be relegated to textbooks on the First World War and old writings on subversion of states from the 19th century. Nor is it to justify the ruthlessness of \"free market\" religions. Anarchism expresses something we urgently need today: community life.<\/p>\n\n\n\n

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N\u00e1\u0161 manifest ukazuje v\u00fdchodisko a sp\u00f4sob, ako z\u00e1kladn\u00e9 princ\u00edpy anarchizmu – komunitn\u00fd rozvoj, samoorganiz\u00e1ciu, svojpomoc, ekon\u00f3miu daru, priamu akciu – pou\u017e\u00edva\u0165 v brandingu. Prakticky. <\/p>\n\n\n\n

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Nepochybujeme o tom, \u017ee je to dobr\u00e9, zmyslupln\u00e9, a \u017ee je to sp\u00f4sob, ako zo zna\u010diek robi\u0165 u\u017eito\u010dn\u00fdch verejn\u00fdch akt\u00e9rov. O \u010dom pochybujeme, je schopnos\u0165 zna\u010dky adaptova\u0165 sa na \u017eivot spolo\u010dnosti v 21. storo\u010d\u00ed, na \u017eivot medzi \u013eu\u010fmi, ktor\u00ed z\u00e1pasia o vlastn\u00fa d\u00f4stojnos\u0165, uznanie a zmysel. Na\u0161im manifestom preto chceme nasvieti\u0165 miesto, kde sa v\u0161etci stret\u00e1vame, kde spolo\u010dne pre\u017e\u00edvame v\u00fdznam: komunity. Chceme in\u0161pirova\u0165 zna\u010dky a \u013eud\u00ed, ktor\u00ed s nimi pracuj\u00fa.<\/p>\n\n\n\n

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Okrem Davida Graebera je tu mnoho \u010fal\u0161\u00edch, v\u00fdnimo\u010dn\u00fdch \u013eud\u00ed, ktor\u00fdch texty formovali na\u0161e myslenie. Bruno Latour, Paul Feyerabend, Richard Rorty, Thomas Kuhn a pochopite\u013ene Jeff Alexander. \u017de okrem Douglasa Holta neodkazujeme na \u017eiadnu zau\u017e\u00edvan\u00fa marketingov\u00fa literat\u00faru nie je n\u00e1hoda. Staviame toti\u017e klasick\u00e9 predstavy marketingu o zna\u010dke na hlavu – obraciame logiku, ktor\u00fa nepova\u017eujeme za spr\u00e1vnu, jedin\u00fa mo\u017en\u00fa a dostato\u010dn\u00fa.<\/p>\n\n\n\n

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So, today we put one quite binding bullet point about community branding in our \"bios\". Our Anarchist Brand Modeling arose from long emails and sleepless nights between Bratislava and Los Angeles in 2022 and 2023. It is the result of our study of the so-called of a \"strong program\" in cultural sociology right at its epicenter\u2014Yale University in Connecticut, which allowed Andy and I to meet and get to know each other. But first and foremost, it expresses our shared enthusiasm for community life and the creation of meaning where people think, feel and live \u2013 in communities, groups and communities.<\/p>\n\n\n\n

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Jan P\u0159evr\u00e1til<\/p>\n\n\n\n

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ABM m\u00e1 vlastn\u00fd web, kde si Manifest stiahnete: www.anarchistbrandmodelling.com<\/a>. \u0160\u00edrte ho ako univerz\u00e1lny n\u00e1stroj a pr\u00edstup k brandingu, rozv\u00edjate zna\u010dku tam, kde ju marketing pr\u00edli\u0161 dlho ignoroval.<\/strong><\/p>\n\n\n\n

PDF je na stiahnutie aj tu, v p\u00f4vodnom, anglickom znen\u00ed<\/a> alebo tu v sloven\u010dine<\/a>.<\/strong> \u010c\u00edtajte ho na telef\u00f3ne, p\u00edsali sme ho pr\u00e1ve s touto predstavou! Sledujte n\u00e1s aj na Instagrame<\/a>. <\/strong><\/p>","protected":false},"excerpt":{"rendered":"

„Najlep\u0161\u00ed klienti s\u00fa t\u00ed, ktor\u00ed poznaj\u00fa svoje zna\u010dky, ktor\u00ed vedia za \u010d\u00edm zna\u010dky stoja a \u010do vyjadruj\u00fa, povedal mi raz jeden kreat\u00edvny riadite\u013e. My tu ale hovor\u00edme presn\u00fd opak. Skuto\u010dne pozna\u0165 svoju zna\u010dku znamen\u00e1 pozna\u0165 svoju komunitu. Je to nie\u010do, \u010do m\u00e1me pozorova\u0165 a rozv\u00edja\u0165… Read more<\/a><\/p>","protected":false},"author":2,"featured_media":4917,"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":[312,313,314,301,302,21,20,46,18],"class_list":["post-4914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-anarchist-brand-modelling","tag-anarchisticke-modelovanie-znacky","tag-anarchizmus","tag-branding","tag-komunitny-branding","tag-marketing","tag-sociologia","tag-vyznam","tag-znacka"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.ideology.sk\/wp-content\/uploads\/2023\/02\/anarchist-brand-modelling.jpg","_links":{"self":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4914","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=4914"}],"version-history":[{"count":33,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4914\/revisions"}],"predecessor-version":[{"id":5222,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/4914\/revisions\/5222"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media\/4917"}],"wp:attachment":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media?parent=4914"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/categories?post=4914"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/tags?post=4914"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}