{"id":1652,"date":"2013-02-16T00:29:37","date_gmt":"2013-02-16T00:29:37","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=1652"},"modified":"2019-02-14T19:18:56","modified_gmt":"2019-02-14T19:18:56","slug":"czekolada-szitopodobna","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/czekolada-szitopodobna\/","title":{"rendered":"Czekolada szitopodobna"},"content":{"rendered":"

Cech\u0105 socjalizmu by\u0142y wyroby podobne do czego\u015b. Zielone banany podobne do \u017c\u00f3\u0142tych. Zielone pomara\u0144cze podobne do pomara\u0144czowych. I oczywi\u015bcie wyroby czekoladopodobne<\/a>. Pojawi\u0142y si\u0119 na p\u00f3\u0142kach we wczesnych latach osiemdziesi\u0105tych. Brylowa\u0142y w sklepach i tworzy\u0142y udawany dobrobyt. „\u0141askawo\u015b\u0107” \u00f3wczesnej w\u0142adzy pozwala\u0142a je naby\u0107 bez kartek. Mia\u0142y z czekolad\u0105 tyle wsp\u00f3lnego co plastikowe owoce i warzywa z ich naturalnymi odpowiednikami.<\/p>\n

\"\"<\/p>\n

Powodzenie i \u0142atwo\u015b\u0107 przekazywania internetowych „hit\u00f3w” zaburza nam rozumienie warto\u015bci. Przestajemy odr\u00f3\u017cnia\u0107 czekolad\u0119 od jej kolorowej podr\u00f3by, bo widzimy tylko zewn\u0119trzny papierek. „Gangam style” ma miliard wy\u015bwietle\u0144, a „Ona ta\u0144czy dla mnie” czterdzie\u015bci milion\u00f3w. Czy ta ogl\u0105dalno\u015b\u0107 jest \u015bwiadectwem warto\u015bci czy popularno\u015bci? Czy potrafimy odr\u00f3\u017cnia\u0107 dobre od popularnego? Czy potrafimy sprawia\u0107, by „dobre, czekoladowe” sta\u0142o si\u0119 dla „popularnego, czekoladopodobnego” siln\u0105 konkurencj\u0105, tak by\u015bmy mieli r\u00f3wnorz\u0119dny wyb\u00f3r?<\/p>\n

Czy to \u017ale, \u017ce ludzie sluchaj\u0105 takiej muzyki? Kupuj\u0105 takie produkty? De gustibus non est disputandum. Gorzej kiedy podstawowy brak poczucia estetyki staje sie norm\u0105 lansowan\u0105 przez mainstream. Efektem b\u0119d\u0105 puste galerie, biblioteki i muzea. I puste g\u0142owy z zimnymi sercami. A mo\u017ce ju\u017c s\u0105?<\/p>\n

Czy\u017c czekoladopodobne wyroby, nie mia\u017cd\u017c\u0105 nam gust\u00f3w, nie p\u0142aszcz\u0105 poczucia estetyki i umiej\u0119tno\u015bci selekcjonowania warto\u015bci? \u015awiate\u0142kiem w tunelu wydaj\u0105 si\u0119 tak \u015bwietne projekty jak zdj\u0119cie Marcina Ryczka<\/a>, kt\u00f3re sta\u0142o si\u0119 zwie\u0144czeniem artyzmu fotograficznego i jednocze\u015bnie zyska\u0142o \u015bwiatow\u0105 popularno\u015b\u0107. To s\u0105 drobne, acz znacz\u0105ce dowody na to, \u017ce unikatowe mo\u017ce sta\u0107 si\u0119 popularne, cho\u0107 wymaga pozytywnego nag\u0142o\u015bnienia i przychylno\u015bci medi\u00f3w. Elektronicznych. Je\u015bli bowiem co\u015b w sieci stanie si\u0119 znane, to media klasyczne niew\u0105tpliwie si\u0119 tym zainteresuj\u0105.<\/p>\n

\"Winter-in-Krak-w-photographed-by-Marcin-Ryczek\"<\/a>
Fot. Marcin Ryczek https:\/\/www.facebook.com\/MarcinRyczekFotografia<\/figcaption><\/figure>\n

Rzemie\u015blnicy od zarania dziej\u00f3w szukali idea\u0142\u00f3w estetycznych, by oczarowa\u0107 nabywc\u00f3w swych dzie\u0142 lub wyra\u017ca\u0107 w\u0142asne emocje, jak cho\u0107by Vincent van Gogh. W erze przemys\u0142owej jednostkowy produkt zast\u0105pi\u0142a tania mas\u00f3wka. Ale do glosu doszli . Wcia\u017c pami\u0119tam moje pierwsze wra\u017cenie produktu Apple zapakowanego tak jak perfumy. Poszukiwanie perfekcji w kazdym calu. Steve Jobs d\u0105\u017cy\u0142 nie tylko do u\u017cyteczno\u015bci produktu, ale i jego estetyki zar\u00f3wno na zewn\u0105trz jak i … wewn\u0105trz. Poszukiwanie perfekcjonizmu sta\u0142o si\u0119 wr\u0119cz jego obsesj\u0105.<\/p>\n

Dzi\u015b to ju\u017c nie takie proste. Unikatowy design jest natychmiast kopiowany w podobnych produktach. Po kosmetycznych zmianach, wygladaj\u0105 jak „inspirowane”. Wystarczy wej\u015b\u0107 do pierwszego z brzegu telkomowego salonu. Prawdziwy autor mo\u017ce tylko wbi\u0107 z\u0119by w tynk i wy\u0107 pot\u0119pie\u0144czo. Odpowie mu chichot prawnik\u00f3w konkurencji. Trwa wy\u015bcig o wzornicze patenty. Grzej\u0105 si\u0119 drukarki kancelarii prawnych. Nawet najwi\u0119kszy unikat ma dzi\u015b problem z przetrwaniem w \u015bwiecie kopist\u00f3w. Ale to my, jako klienci dokonujemy wyboru. Dlatego ro\u015bnie znaczenie innowacji i realnej warto\u015bci marki. Warto\u015bci ju\u017c nie tylko emocjonalnej, ale wynikaj\u0105cej z powrotu do podstawych u\u017cyteczno\u015bci. Tw\u00f3rzcie warto\u015bciowe marki, inaczej wyl\u0105dujecie w koszu wyprzedazy lub p\u00f3\u0142ce z napisem „private label”.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cech\u0105 socjalizmu by\u0142y wyroby podobne do czego\u015b. Zielone banany podobne do \u017c\u00f3\u0142tych. Zielone pomara\u0144cze podobne do pomara\u0144czowych. I oczywi\u015bcie wyroby 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