Budowanie marki miejsca to proces wieloletni. Bliżej mu do dekady lub nawet dwóch. Próba przyspieszania tego procesu prowadzi do zasypywania odbiorców milionem różnych komunikatów, co wprowadza jeszcze większy chaos. Idea [...]
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Wizja marki to koncepcja strategiczna sformułowana w jednym lub kilku zdaniach. To wyrazisty „pomysł na markę‖, jej „kod genetyczny‖, którego zadaniem jest precyzyjne określenie, czym marka ma być dla konsumenta. […]
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