{"id":6645,"date":"2019-02-07T12:22:01","date_gmt":"2019-02-07T12:22:01","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=6117"},"modified":"2019-02-17T15:09:04","modified_gmt":"2019-02-17T15:09:04","slug":"gdzie-lezy-sila-twojej-marki","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/gdzie-lezy-sila-twojej-marki\/","title":{"rendered":"Gdzie le\u017cy si\u0142a Twojej marki?"},"content":{"rendered":"\n<p>Kiedy Polaka zapraszaj\u0105 pierwszy raz w go\u015bcin\u0119, prawdziwym wyczynem jest znalezienie niebanalnego prezentu powitalnego. Wyzwanie ro\u015bnie, je\u015bli zaprasza ci\u0119 obcokrajowiec. Gdy odwiedzasz ameryka\u0144ski okr\u0119t wojenny i szukasz prezentu dla jego kapitana, targa tob\u0105 natr\u0119tna my\u015bl, \u017ce nie powinna to by\u0107 wielka butelka w\u00f3dki w kszta\u0142cie ka\u0142asznikowa.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/kotarbinski.files.wordpress.com\/2019\/02\/gdzie-lec5bcy-sic582a-twojej-marka-jacek-kotarbinski-blog-o-marketingu-innowacja-rynkologia.png?w=1024\" alt=\"\" class=\"wp-image-6118\"\/><\/figure>\n\n\n\n<!--more Czytaj dalej-->\n\n\n\n<p>Z prezentem dla m\u0119\u017cczyzn nie ma problemu. Jest nim butelka dobrego alkoholu. Mamy wyb\u00f3r mi\u0119dzy polskimi w\u00f3dkami, nalewkami, niszowym winem albo miodami. Dysponowa\u0142em butelk\u0105 miodu lokalnego producenta. Nie zna\u0142em jego historii i szybko potrzebowa\u0142em wersji angielskiej. Jedn\u0105 z najcenniejszych warto\u015bci polskich marek bywa ich przesz\u0142o\u015b\u0107. Wys\u0142a\u0142em banalny e-mail do marketingu. Pierwsz\u0105 reakcj\u0105 by\u0142o: <em>\u201e &#8211; Na co to panu?\u201d<\/em>. T\u0142umacz\u0119, \u017ce okr\u0119t wojenny, kapitan, polski prezent i tak dalej. U marketingowc\u00f3w zaiskrzy\u0142 pierwiastek publicity: <em>\u201e &#8211; A mo\u017ce tak zrobi\u0142by pan zdj\u0119cie kapitana z naszym miodem, to by\u015bmy na Facebook wrzucili i opublikowali w firmowej gazetce?\u201d<\/em>. Odpowiedzia\u0142em wymijaj\u0105co. Po kilku godzinach darmowej lekcji storytellingu dla opornych powsta\u0142 stosowny tekst. Nie by\u0142a to wprawdzie opowie\u015b\u0107 o s\u0142owia\u0144skich dziewicach tworz\u0105cych miody o porannej rosie, ale cel zosta\u0142 osi\u0105gni\u0119ty. Z ka\u017cdym alkoholem czy potraw\u0105 jest zawsze tak samo. Inaczej smakuj\u0105, kiedy cokolwiek o nich wiemy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Wiele marek tworzonych w Polsce ma wyj\u0105tkow\u0105 histori\u0119.<\/h3>\n\n\n\n<p>Definiuj\u0119 to jako \u201ewarto\u015b\u0107 lokalno\u015bci\u201d, czyli warto\u015b\u0107 szczeg\u00f3ln\u0105, niepowtarzaln\u0105. Kiedy zanurzymy si\u0119 w przesz\u0142o\u015b\u0107 wina i kuchni francuskiej, w\u0142oskiej czy hiszpa\u0144skiej, znajdziemy tam kopalni\u0119 lokalnej niepowtarzalno\u015bci przekszta\u0142conej przez pozytywny marketing w \u017cy\u0142\u0119 z\u0142ota. Szampan, pijany przez gwiazdy Hollywood, w\u0142oskie Prosecco dla ikon popkultury czy Beaujolais Nouveau, kt\u00f3re przeistoczy\u0142o prowincjonalny festiwal wina w globalne \u015bwi\u0119to. Przebogata polska kuchnia regionalna nadal na to czeka. Mo\u017ce pora na sie\u0107 franchise najwy\u017cszej klasy restauracji z niebanaln\u0105 polsk\u0105 kuchni\u0105 w Beverly Hills czy Nowym Jorku?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dzi\u015b jak nigdy potrzebujemy odwagi i determinacji w przebijaniu si\u0119 do globalnej \u015bwiadomo\u015bci.<\/h3>\n\n\n\n<p>Nie tylko pierogi, bigos, schabowy, w\u00f3dka i kie\u0142basa. Er\u0119 obciachu polskich produkt\u00f3w trzeba definitywnie sko\u0144czy\u0107. Wystarczy, \u017ce w polskich g\u0142owach marketing rozumiany b\u0119dzie jako tworzenie i sprzedawanie warto\u015bci, a nie nachalna reklama bezu\u017cyteczno\u015bci, to b\u0119dziemy na dobrej drodze. Tylko zanim Polacy b\u0119d\u0105 dumni ze swoich marek czy produkt\u00f3w, sami musz\u0105 je dobrze pozna\u0107. To wyj\u0105tkowe wyzwanie.<\/p>\n\n\n\n<p>Niez\u0142omny komandor Charles E. Hampton, kt\u00f3ry dwukrotnie nie k\u0142ania\u0142 si\u0119 rosyjskim migom, otrzyma\u0142 sw\u00f3j prezent. Podzi\u0119kowa\u0142 i\u2026 natychmiast schowa\u0142. O zdj\u0119cie nawet nie pyta\u0142em. <em>\u2013 Dow\u00f3dca? Ameryka\u0144skiego okr\u0119tu wojennego? Na s\u0142u\u017cbie? W mundurze? Na zdj\u0119ciu? Z flaszk\u0105 polskiego alkoholu?<\/em> \u2013 mina mojej serdecznej kole\u017canki Pauliny z ambasady m\u00f3wi\u0142a absolutnie wszystko.<\/p>\n\n\n\n<p>Hooah za\u0142ogo USS Donald Cook, Hooah!<\/p>\n\n\n\n<p><em><a href=\"https:\/\/bit.ly\/kotarbinski-by-linkedin\">PS. Napisz do mnie, je\u015bli uwa\u017casz \u017ce komunikacja Twojej marki powinna ulec strategicznym zmianom. <\/a><\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Budowanie komunikacji marki\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ebLqoyCQOig?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>\n<\/div><\/figure>\n\n\n\n<p><div>#marketing #marka #branding #rynkologia #kotarbinski #blogomarketingu<\/div>\n\n\n\n<p><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Kiedy Polaka zapraszaj\u0105 pierwszy raz w go\u015bcin\u0119, prawdziwym wyczynem jest znalezienie niebanalnego prezentu powitalnego. Wyzwanie ro\u015bnie, je\u015bli zaprasza ci\u0119 obcokrajowiec. [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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