A Brand as a Medium - Media as Brands (from the book Media&Change - Insight for News Media Professionals)

How come that established brands understand the role of media so well that they are actually becoming media themselves? By doing so they need traditional media less. They invest less in “classical advertising” because they find different surveys and numbers on audiences behind their argumentations which media companies are still using as their major “weapon” when fighting for ad-budgets less relevant. How should – in this new media environment – traditional news media regain and prove their social relevance?

Book published by Giacomelli media

A brand is as strong as its strong relationship with the consumer. The relationship is based on shared values: aspirations, expectations, responsibility, ambitions, dreams, interests…, that consumers associate and share with their chosen brand. Consumers are changing through their life cycle and brands do so as well. The magic happens when brand and consumer meet and travel on this life journey together.

Talk to me like the media do

Considering that we are talking of a kind of “love” when trying to describe the relationship with brands we can easily understand what

Kaj imata skupnega Burberry in Apple? Angleo Ahrendt - žensko, ki vodi s kreativno drznostjo, razumevanjem zgodb blagovnih znamk in medijev

Menjave v vodstvih multinacionalk vedno dvignejo prah. A v primeru Appla, ki je na položaj "senior vice president for retail" imenoval Angelo Ahrendt, ki je v tandemu s kreativnim direktorjem Christopherjem Baileyem naredila pravi čudež s tradicionalno blagovno znamko Burrbery, gre za več kot le kadrovski premik. Ahrendtova pooseblja nov način vodenja. Je živ dokaz, da "design thinking" deluje in zmaguje. (Povezan članek je objavljen v knjigi Media&Change - glej http://www.giacomellimedia.com/News/Media_Change_book/)

Ahrendtova v "Burberryevi dobi"

Burrbery, blagovna znamka z več kot 150 letno tradicijo je pod njeno taktirko na novo zadihala in je danes zgled sodobne, žive, vključujoče znamke, ki ohranja svoj osnovni DNA pri tem pa komunicira s svojimi javnostmi bolje kot marsikateri medij. Ahrendtova je kot CEO Burrberya nad poslovne funkcije umestila kreativne. Christopher Bailey je s svojo ekipo imel mandat za narekovanje razvoja znamke, za njeno umeščanje v sodobno okolje, za komuniciranje na času in prostoru primerne načine. Flagship v Londonu, trgovina, ki je pravo prizorišče za izkušanje znamke v vseh njenih pojavnostih, odprt aprila 2013, predstavlja edinstveno točko srečevanj, soustvarjanj, dogajanj, občutenj, vključevanj in šele

Občina Šentrupert - medgeneracijsko povezovanje in priložnost za vključevanje podjetnikov

Imajo Deželo kozolcev. Ker so si jo upali postaviti. Zdaj jih prepoznava svet in posledično jih priznava Slovenija. Šentrupert je občina s posebno energijo. Zaradi ljudi, ki v njej živijo in zaradi župana, ki so ga dobesedno določili za svojega voditelja.

Rupert Gole s svojo ekipo in z občani ustvarja okolje, v katerem bi si človek želel živeti. Načrtovanje posegov v kraj z upoštevanjem potreb prebivalcev in z vključevanjem vseh generacij - energetsko varčen lesen vrtec za najmlajše, preurejena osnovna šola, več kot dvajset aktivno delujočih društev, ustvarjanje novih poslovnih priložnosti, kulturno umetniški program primerljiv z evropskimi prestolnicami, največja zbirka otroških ilustracij v Sloveniji, ... V okviru evropskega porjekta WIDER,

Medij, kdo bo tebe ljubil

Ljubimo lahko, če sprejemamo spreminjanje drugega. Če se ob drugem in z drugim učimo, rastemo in zorimo. Brez pripravljenosti na premoščanja različnosti dolgoročno odnos ne zdrži. Zaradi koga so se razvili mediji? Zaradi ljudi, zaradi javnosti. V svojem osnovnem poslanstvu so odgovorni naslovnikom, kar kliče po preseganju političnih, trženjskih in drugih parcialnih interesov ter predpostavlja upoštevanje etičnih standardov in najvišjih strokovnih meril. Mediji naj bi bil čuvaji demokracije, braniki občega dobrega. Mediji realnosti ne le

“We are going through a profound change of age”

“We are experiencing a profound change of age, not age of change, which offers many new possibilities, but on the other hand we have no idea how to get there and are struggling to see what the next world view is going to be,” says Josephine Green, a renowned promoter of new thinking and new knowledge in the field of social foresight, innovation and change. She held an exclusive creative workshop for leaders at IBM event Key to Solutions, which took place on 24^th of October in Portorož, Slovenia.

From the left: Ladeja Godina Košir, Josephine Green 
and Tanja Subotič Levanič (Photo: Teater d.o.o.)

About twenty Slovenian leaders, ambassadors of change for a more sustainable future in their organisations, which were invited to the workshop titled Balanced Leadership for a Balanced Society: Being a leader here and now – how to co-creatively energise change for the better discussed with Josephine Green how the role of a leader has changed in the chaotic world we live in and how should they lead when the control is no longer in their hands.

“We live in a world of complexity we cannot control. We have to embrace complexity on its own terms. Nothing is predictable any more, there are so many touch points and we are in a constant state of chaos,” stressed Mrs. Green. We are experiencing shift from industrial-market era, driven by technology and (over)production, to socio-ecological era, where
social innovation is going to replace product innovation. “The best thing for society would be