People

After winning the Czech round of the Young Lions competition in the PR category, Jakub and Lucía went to the Cannes Festival of Creativity with financial support from Ogilvy, where they also took part in the international round of Cannes Young Lions. They wrote about their experience of the festival and the 24-hour challenge for Marketing & Media.

They highlight the importance of branding in the online environment, which can provide retailers with a competitive advantage and customer loyalty. A well-defined and communicated brand can help e-shops in many ways, including influencing customer decisions or sensitivity to price changes. The results of the study show that half of Czech and Slovakian e-shops try to work with their brand in some way, but in most cases their efforts end with a name and logo. More than three quarters (78 per cent) of respondents said that their e-shop has a defined brand.

Using examples of successful campaigns or applications using augmented reality features, Fabrice shows the different ways in which AR tools can be used and how they can help build brands. AR is a powerful tool with the potential to revolutionise marketing and business. Augmented Reality is within reach thanks to the massive proliferation of smartphones and similar devices.

During their presentation, they presented the first results of their joint study to the audience and showed the story of Czech and Slovak e-commerce entrepreneurs. Together, they answered questions about what motivates e-shop owners to set up an e-shop, what they struggle with most, what strategies they choose and how branding and the right tactics can help with their challenges.   

By building a brand, a company can differentiate itself from the competition and attract customers by offering what is important to them and what brings them real value.

Corporate social responsibility and how companies approach it has a positive impact on customer loyalty, brand perception and sales. Employees also care about how their work affects their environment or the world.

In her article, Kim explains how to arrive at a meaningful ESG strategy so that it is a potential tool for business growth. She identifies five basic principles that work in practice across industries:

What does social media marketing mean for brands? How can you make a real impact for your brand, but not overwhelm and satisfy your boss or client? Is it worth chasing engagement?

In her presentation, Plant-based Alternatives as an opportunity, not a burden, she will discuss how consumer attitudes towards plant-based products have changed and who their target audience is. She will use concrete data to show why plant-based foods are an opportunity for business and brand development. He will use examples to explain how to take advantage of this opportunity in the context of the Czech market. More information about the conference is available here.