{"id":2748,"date":"2014-06-04T08:07:31","date_gmt":"2014-06-04T08:07:31","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=2748"},"modified":"2019-02-14T20:03:02","modified_gmt":"2019-02-14T20:03:02","slug":"pologowani","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/pologowani\/","title":{"rendered":"Pologowani"},"content":{"rendered":"<p>Kiedy po raz kolejny widz\u0119 pr\u00f3by uszcz\u0119\u015bliwiania Polski nowym logo, chce mi si\u0119 wy\u0107 z w\u015bciek\u0142o\u015bci, gry\u017a\u0107 z rozpaczy i nakopa\u0107 do rzyci pierwszemu napotkanemu urzednikowi-decydentowi.<\/p>\n<p><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/06\/20140604-100103.jpg\"><img decoding=\"async\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/06\/20140604-100103.jpg\" alt=\"20140604-100103.jpg\" class=\"alignnone size-full\" \/><\/a><br \/>\nTym razem w nowym logo wida\u0107 my\u015bl odwr\u00f3conego Seata, spr\u0119\u017cyn\u0119 tudzie\u017c inny amortyzator. W moim osobistym, subiektywnym przekonaniu, wyb\u00f3r sensownej identyfikacji Polski powinien mie\u0107 ju\u017c dzi\u015b charakter otwarty, og\u00f3lnopolski i niech ka\u017cdy spr\u00f3buje. Niech ma to charakter fajnego eventu, happeningu, propozycji graficznych &#8211; nawet dzieci w przedszkolu niech pr\u00f4buj\u0105 wymy\u015bla\u0107 logo Polski czy corporate identity kraju. Pasjonaci youtuba mog\u0105 wrzuca\u0107 filmiki z autorskimi pomys\u0142ami na spot narodowy czy promuj\u0105cy lokalno\u015b\u0107. Dzi\u015b dw\u00f3ch ch\u0142opak\u00f3w przy pomocy GoPro czy chocby prostego smartfona mo\u017ce cuda na kiju filmowa\u0107. Niech w ow\u0105 ch\u0119\u0107 wypracowania sp\u00f3jnej kreacji zaanga\u017cuj\u0105 si\u0119 zwykli ludzie i niech rozmawiaj\u0105 na ten temat. Prawdziwa lekcja patriotycznego marketingu. Taki tw\u00f3rczy ferment mo\u017ce sta\u0107 si\u0119 pozytywnym napi\u0119ciem tw\u00f3rczym, kreatywnym tyglem czy narodow\u0105 dyskusj\u0105 o tym jak chcemy by\u0107 postrzegani za granic\u0105. Sorry, ale taki mamy klimat, \u017ce ju\u017c nie wierz\u0119 w to, \u017ce jaka\u015b zagraniczna agencja wymy\u015bli nam sensown\u0105 identyfikacj\u0119. Albo nasz brief le\u017cy na p\u00f3\u0142ce &#8222;kraje do r\u017cni\u0119cia&#8221;, albo nie wiem co &#8230; Strach nawet podejrzewa\u0107.<\/p>\n<p><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/06\/20140604-100212.jpg\"><img decoding=\"async\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/06\/20140604-100212.jpg\" alt=\"20140604-100212.jpg\" class=\"alignnone size-full\" \/><\/a><br \/>\nPr\u00f3bowa\u0142em sobie wyobrazi\u0107 odwrotn\u0105 sytuacj\u0119. Polska agencja reklamowa projektuje logo i identyfikacj\u0119 Wielkiej Brytanii. Anglosaska opinia publiczna wynios\u0142aby chyba decydent\u00f3w na widelcach po takim dictum. Natomiast to wa\u017cny temat &#8211; by w okre\u015blonych sytuacjach wykorzystywa\u0107 w\u0142asny, a nie zagraniczny potencja\u0142. Ju\u017c nie jeste\u015bmy niemowlakiem. Mamy 25 lat, buzuje nam testosteron, chcemy podbijac \u015bwiat i mamy ju\u017c swoje do\u015bwiadczenia. Co to dla nas wymy\u015ble\u0107 identyfikacj\u0119 powalaj\u0105c\u0105 \u015bwiat na kolana? <\/p>\n<p>Nie wiem dlaczego wiedza o nowoczesnym marketingu w kr\u0119gach urz\u0119dniczych rozwija si\u0119 tak topornie. Dlaczego nadal nie mo\u017cna uporzadkowa\u0107 identyfikacji, skoordynowa\u0107 promocji, zorganizowa\u0107 projekt\u00f3w, kt\u00f3re b\u0119d\u0105 efektywnie (nie tylko efektownie) pokazywa\u0107 nasze mo\u017cliwo\u015bci. To nie kwestia \u015brodk\u00f3w, ale przede wszystkim sposobu my\u015blenia &#8211; sztywnego, zachowawczego, sformatowanego, pozbawionego gracji, polotu, kreatywno\u015bci. I zrozumienia istoty transmedialno\u015bci. <\/p>\n<p>Dzi\u015b wystarczy\u0142oby by na Placu Zamkowym Prezydent Barack Obama wsp\u00f3lnie z Ambasadorem Stephenem Mullem i Sekretarzem Stanu Johnem Carry, za\u015bpiewali w tr\u00f3jk\u0119 do mikrofonu &#8222;Happy Birthday to you, happy Birthday dear Poland&#8221;. Takie rzeczy robi si\u0119 raz na \u0107wier\u0107wiecze. Polska mia\u0142aby darmowy real-time-marketing od bieguna do bieguna. Pokaza\u0142yby to z dowcipnym komentarzem chyba wszystkie \u015bwiatowe media. Komunikacja z biglem. Syndrom wsp\u00f3\u0142czesno\u015bci. Bardziej wirusowe ni\u017c hollywoodzkie selfiki. Proste jak budowa lotniskowca. Ale polska, urz\u0119dnicza mentalno\u015b\u0107 nie przebije si\u0119 przez beton &#8222;wicie-rozumicie&#8221;. &#8222;Jak to bowiem, tu dyplomacja, rz\u0105d, prezydenci, a kto\u015b ma namawia\u0107, \u017ceby oficjele co\u015b razem \u015bpiewali? Nie mo\u017cna przecie\u017c, to jakie\u015b infantylne!&#8221;. Ostatnio Kino Polska emituje 40-latka. Kraj sie mo\u017ce zmieni\u0107 systemowo, pewne polskie mentalno\u015bci przechodz\u0105 z pokolenia na pokolenie. <\/p>\n<p>Niestety, sztywny urz\u0119dnik nigdy nie zrozumie kawaleryjskiej fantazji. Nie ma jej w naturze. <\/p>\n<p>Wpis dedykuj\u0119 mojemu ulubionemu Ambasadorowi Stephenowi Mullowi, kt\u00f3ry swoj\u0105 prac\u0105 i aktywno\u015bci\u0105 w mediach, pokazuje jaki jest wsp\u00f3\u0142czesny kierunek i styl sprawowania dyplomacji. <\/p>\n<p>Malkontentom polecam ta\u0144cz\u0105c\u0105 Michelle Obama<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"Evolution Of Mom Dancing (w\/ Jimmy Fallon &amp; Michelle Obama) (Late Night with Jimmy Fallon)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Hq-URl9F17Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content 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