{"id":3592,"date":"2012-08-27T08:38:09","date_gmt":"2012-08-27T06:38:09","guid":{"rendered":"https:\/\/popelky.cz\/pokus_sablona\/?p=3592"},"modified":"2018-08-17T09:39:39","modified_gmt":"2018-08-17T07:39:39","slug":"jak-pro-svou-firmu-vytvorit-jedinecnou-a-efektivni-znacku","status":"publish","type":"post","link":"https:\/\/popelky.cz\/verze7-0\/spolecnost\/jak-pro-svou-firmu-vytvorit-jedinecnou-a-efektivni-znacku.html","title":{"rendered":"Jak pro svou firmu vytvo\u0159it jedine\u010dnou a efektivn\u00ed zna\u010dku?"},"content":{"rendered":"

Views: 31<\/p>

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Sta\u010d\u00ed \u0159\u00edct CocaCola, Nike, Calgon nebo Levi\u00b4s a ka\u017ed\u00fd \u201ev\u00ed\u201c. Tyhle firmy ale nejsou jen v\u00fdborn\u00fdmi obchodn\u00edky a prosperuj\u00edc\u00edmi spole\u010dnostmi, takov\u00fdch je v mo\u0159i byznysu bezpo\u010det. Jsou to p\u0159edev\u0161\u00edm mimo\u0159\u00e1dn\u011b \u00fasp\u011b\u0161n\u00e9 zna\u010dky, kter\u00e9 se vtiskly do pam\u011bti z\u00e1kazn\u00edk\u016f. Jak to ale ud\u011blat, aby i v\u00e1\u0161 podnik vytvo\u0159il takto popul\u00e1rn\u00ed zna\u010dku, kter\u00e1 se udr\u017e\u00ed na v\u00fdslun\u00ed des\u00edtky let? Porad\u00ed v\u00e1m nov\u00e1 kniha nakladatelstv\u00ed BizBooks Hrdina nebo psanec.<\/em><\/strong><\/p>\n<\/div>\n

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\"6668Yzh.jpg\"<\/p>\n

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Vezm\u011bte si jako p\u0159\u00edklad konkuren\u010dn\u00ed bitvu CocaCola versus Pepsi<\/strong><\/p>\n

 <\/strong>
\nOb\u011b firmy vyr\u00e1b\u011bj\u00ed \u010dernou limon\u00e1du s velmi podobnou chut\u00ed a \u00fato\u010d\u00ed na stejn\u00fd trh. Souboj mezi nimi se ale neodehr\u00e1v\u00e1 na poli zdokonalov\u00e1n\u00ed v\u00fdrobku (receptura limon\u00e1d je tradi\u010dn\u00ed a nem\u011bnn\u00e1). Tyto spole\u010dnosti z\u00e1vod\u00ed v presti\u017ei sv\u00e9 zna\u010dky. Zat\u00edmco CocaCola od za\u010d\u00e1tku s\u00e1zela na rodinn\u00e9 hodnoty<\/strong> (sladk\u00e1 usm\u011bvav\u00e1 maminka s p\u0159e\u0161\u0165astnou rodinkou, vesel\u00fd d\u011bde\u010dek Santa Claus), Pepsi se zam\u011b\u0159ila na mladou generaci<\/strong> (jist\u011b si vzpomenete na mladinkou Britney Spears od\u011bnou v kr\u00e1tk\u00e9 suk\u00fdnce, kter\u00e1 zp\u00edv\u00e1 v p\u00edsni Next Generation: \u201e\u2026Pepsi for those who think young“). Ob\u011b zna\u010dky jsou nesm\u00edrn\u011b \u00fasp\u011b\u0161n\u00e9, ob\u011b sponzoruj\u00ed nejpresti\u017en\u011bj\u0161\u00ed sportovn\u00ed a kulturn\u00ed akce, ob\u011b prosperuj\u00ed d\u00edky obl\u00edbenosti u spot\u0159ebitel\u016f. Jak to jen d\u011blaj\u00ed, \u017ee ostatn\u00ed zna\u010dky kolem nich upadaj\u00ed v zapomn\u011bn\u00ed, zat\u00edmco ony se po\u0159\u00e1d dr\u017e\u00ed na vrcholu?<\/p>\n

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\"6671Nzk.jpg\"<\/p>\n

Archetypy<\/strong><\/p>\n

 <\/strong>
\nPodle Margaret Mark a Carol S. Pearson dosahuj\u00ed zna\u010dky hlubok\u00e9 a trval\u00e9 v\u00fdjime\u010dnosti a trvanlivosti p\u0159ijet\u00edm nad\u010dasov\u00fdch archetyp\u00e1ln\u00edch v\u00fdznam\u016f<\/strong>. Nejde o to zvolit si aktu\u00e1ln\u00ed v\u00fdznam pro n\u011bjakou pom\u00edjivou reklamn\u00ed kampa\u0148, ale st\u00e1t se trval\u00fdm a konzistentn\u00edm nositelem v\u00fdznamu \u2013 st\u00e1t se IKONOU ZNA\u010cKY<\/strong>.
\nSou\u010dasn\u00e1 komer\u010dn\u00ed spole\u010dnost tak \u00fadajn\u011b obsahuje dvan\u00e1ct hlavn\u00edch archetyp\u016f, mezi nimi\u017e jsou: Tv\u016frce, Pe\u010dovatel, Vl\u00e1dce, Klaun, Jeden z n\u00e1s, Milenec, Hrdina, Psanec, Kouzeln\u00edk, Nevi\u0148\u00e1tko, Objevitel a Mudrc<\/strong>. Autorky v\u0161echny archetypy d\u016fkladn\u011b popisuj\u00ed a charakterizuj\u00ed na p\u0159\u00edkladech sou\u010dasn\u00fdch velk\u00fdch korporac\u00ed a hlavn\u011b rad\u00ed podnikatel\u016fm jak dos\u00e1hnut obdobn\u00e9ho \u00fasp\u011bchu.<\/p>\n

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\"6669MDZ.jpg\"<\/p>\n

Slovo nakladatele <\/strong><\/p>\n

 <\/strong>
\nN\u011bkter\u00e9 zna\u010dky jsou tak mimo\u0159\u00e1dn\u00e9, \u017ee vyrostou a\u017e do nad\u017eivotn\u00ed velikosti a stanou se symbolem cel\u00fdch lidsk\u00fdch spole\u010denstv\u00ed, obdivovan\u00fdm po cel\u00e9m sv\u011bt\u011b. Ale i p\u0159es ve\u0161ker\u00e9 snahy se jen m\u00e1lo firm\u00e1m povede vytvo\u0159it n\u011bco, co se k podobn\u00e9 ikonick\u00e9 identit\u011b zna\u010dky bl\u00ed\u017e\u00ed.<\/p>\n

Pochopen\u00ed a vyu\u017eit\u00ed archetyp\u00e1ln\u00edho smyslu \u2013 tedy nalezen\u00ed du\u0161e zna\u010dky a jej\u00ed vyj\u00e1d\u0159en\u00ed zp\u016fsobem, kter\u00fd se dot\u00fdk\u00e1 univerz\u00e1ln\u00edch pocit\u016f a instinkt\u016f \u2013 jsou hlavn\u00edmi p\u0159edpoklady efektivn\u00edho marketingu v dne\u0161n\u00edm vysoce konkuren\u010dn\u00edm a slo\u017eit\u00e9m sv\u011bt\u011b. Kdy\u017e tyto hlubok\u00e9 psychologick\u00e9 principy pochop\u00edme a vyu\u017eijeme, m\u016f\u017eeme d\u00e1t zna\u010dk\u00e1m nejen v\u00fdznam, ale tak\u00e9 z\u00edskat vy\u0161\u0161\u00ed pod\u00edl na trhu a zv\u00fd\u0161it hodnotu firmy.<\/p>\n

Kniha Hrdina nebo psanec nab\u00edz\u00ed jasn\u011b strukturovan\u00fd syst\u00e9m, kter\u00fd mohou vyu\u017e\u00edt v\u0161ichni profesion\u00e1lov\u00e9 z oblasti obchodu a marketingu.<\/strong> Dozv\u00edte se:<\/p>\n

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    \n
  • jak vn\u00edmat hlub\u0161\u00ed smysl, kter\u00fd se skr\u00fdv\u00e1 ve va\u0161\u00ed bran\u017ei,<\/li>\n
  • jak si jej \u201ep\u0159isvojit\u201c pro svou zna\u010dku,<\/li>\n
  • jak ohodnotit konkurenci z pohledu archetyp\u016f,<\/li>\n
  • jak se hloub\u011bji spojit se sv\u00fdmi z\u00e1kazn\u00edky,<\/li>\n
  • jak vypr\u00e1v\u011bt p\u0159\u00edb\u011bh sv\u00e9 zna\u010dky zp\u016fsobem, jen\u017e zazn\u00edv\u00e1 v nejobl\u00edben\u011bj\u0161\u00edch p\u0159\u00edb\u011bz\u00edch z cel\u00e9ho sv\u011bta.<\/li>\n<\/ul>\n

    Fascinuj\u00edc\u00ed z\u00e1v\u011br knihy spojuje ve\u0161ker\u00e9 poznatky dohromady a podn\u011bcuje k diskusi o tom, jak m\u016f\u017ee hlub\u0161\u00ed smysl samotn\u00e9ho odv\u011btv\u00ed napomoci z\u00edskat jedine\u010dnou a poutavou identitu zna\u010dky.<\/p>\n

    Kniha, kterou pr\u00e1v\u011b dr\u017e\u00edte v ruce, je o hlubok\u00fdch p\u0159\u00edb\u011bz\u00edch, kter\u00e9 jsou po tis\u00edce let schopny pom\u00e1hat lidsk\u00fdm bytostem v pochopen\u00ed sv\u011bta okolo n\u00e1s a z\u00e1rove\u0148 jsou schopny \u2013 p\u0159i spr\u00e1vn\u00e9 aplikaci \u2013 pomoci budovat a \u0159\u00eddit zna\u010dky nesouc\u00ed v\u00fdznam. Proto\u017ee pouze smyslupln\u00e9 zna\u010dky jsou skute\u010dn\u00e9.<\/strong><\/em>
    \n–    z p\u0159edmluvy Josefa Vojty, marketingov\u00e9ho konzultanta<\/p>\n

     <\/p>\n

    \"6673YTI.jpg\"<\/p>\n

    Hodnocen\u00ed redakce<\/strong><\/p>\n

     <\/strong>
    \nAbych byla up\u0159\u00edmn\u00e1, opravdu nem\u00e1m r\u00e1da knihy o tom, jak co nejl\u00e9pe prodat prakticky jak\u00fdkoli v\u00fdrobek. Jak ud\u011blat tu nejlep\u0161\u00ed mo\u017enou reklamu, jak p\u0159esv\u011bd\u010dit co nejv\u00edce mno\u017estv\u00ed lid\u00ed, \u017ee pr\u00e1v\u011b tenhle produkt je ten nejlep\u0161\u00ed, nej\u00fa\u017easn\u011bj\u0161\u00ed a \u017ee ho prost\u011b nutn\u011b mus\u00ed m\u00edt. P\u0159ijde mi to jako p\u0159\u00ed\u0161ern\u00e9 oblbov\u00e1n\u00ed lid\u00ed, co\u017e se mi bytostn\u011b p\u0159\u00ed\u010d\u00ed.<\/strong>
    \nFaktem ale z\u016fst\u00e1v\u00e1, \u017ee dne\u0161n\u00ed doba je t\u00edmto zp\u016fsobem nastaven\u00e1 a prodat cokoli bez po\u0159\u00e1dn\u00e9 reklamy je praktiky nemo\u017en\u00e9 (a\u0165 u\u017e je v\u00e1\u0161 v\u00fdrobek sebelep\u0161\u00ed). Vezmu-li tedy cel\u00fd marketing na chv\u00edli na milost, mus\u00edm uznat, \u017ee kniha je napsan\u00e1 dob\u0159e. Text je \u010dtiv\u00fd a poutav\u00fd, pro lep\u0161\u00ed pochopen\u00ed v\u011bci jsou uv\u00e1d\u011bny p\u0159\u00edklady, obr\u00e1zky i grafy. Mnoh\u00e1 uveden\u00e1 fakta d\u00e1vaj\u00ed smysl a pravd\u011bpodobn\u011b budou i aplikovateln\u00e1 v b\u011b\u017en\u00e9 podnikatelsk\u00e9 praxi.<\/strong>
    \nFaktem ale z\u016fst\u00e1v\u00e1, \u017ee se p\u0159i \u010dten\u00ed t\u00e9to knihy nedok\u00e1\u017eu zbavit utkv\u011bl\u00e9ho pocitu manipulovan\u00e9ho spot\u0159ebitele.<\/strong>
    \n <\/strong> <\/em><\/p>\n\n\n\n
    \"6672YmF.jpg\"<\/strong>Margaret Mark <\/strong>je prezidentkou marketingov\u00e9 konzulta\u010dn\u00ed firmy Margaret Mark Strategic Insight, kter\u00e1 se zam\u011b\u0159uje na jedine\u010dn\u00fd zp\u016fsob \u0159\u00edzen\u00ed zna\u010dky, vych\u00e1zej\u00edc\u00ed ze z\u00e1kladn\u00edho pochopen\u00ed vazby mezi spot\u0159ebiteli a zna\u010dkou.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

     <\/p>\n\n\n\n
    \"6670Mzl.jpg\"<\/strong>Carol S. Pearson, Ph.D.<\/strong> je prezidentkou CASA (Centra pro archetyp\u00e1ln\u00ed studie a aplikace; Centre for Archetypal Studies and Applications) a konzultantkou nab\u00edzej\u00edc\u00ed komplexn\u00ed slu\u017eby v oboru tvorby zna\u010dky a firemn\u00edho rozvoje.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    Uk\u00e1zka z knihy<\/strong><\/p>\n

     <\/strong>
    \nKdy\u017e v ur\u010dit\u00e9m \u010dlov\u011bku p\u0159evl\u00e1d\u00e1 archetyp Nevi\u0148\u00e1tka, p\u0159itahuje je jistota, pozitivn\u00ed a nad\u011bjn\u00e9 my\u0161lenky, prost\u00e9, nostalgick\u00e9 obrazy a p\u0159\u00edslib z\u00e1chrany a sp\u00e1sy. Nevi\u0148\u00e1tko rovn\u011b\u017e tou\u017e\u00ed po dobrot\u011b, co\u017e m\u016f\u017ee znamenat nalezen\u00ed \u201espr\u00e1vn\u00e9ho v\u00fdrobku\u201c, ale tak\u00e9 to m\u016f\u017ee znamenat, \u017ee bude d\u00e1vat p\u0159ednost mor\u00e1ln\u00edmu chov\u00e1n\u00ed p\u0159ed nemor\u00e1ln\u00edm a dobrot\u011b p\u0159ed chamtivost\u00ed.<\/em>
    \nLid\u00e9, kte\u0159\u00ed vykazuj\u00ed v\u00fdrazn\u00e9 rysy Nevi\u0148\u00e1tka, jsou \u010dasto velmi d\u016fv\u011b\u0159iv\u00ed a v n\u011bkter\u00fdch p\u0159\u00edpadech nev\u011bdomky z\u00e1visl\u00ed a d\u011btin\u0161t\u00ed. Vkl\u00e1daj\u00ed svou v\u00edru do autorit a do instituc\u00ed a o\u010dek\u00e1vaj\u00ed od nich, \u017ee spln\u00ed sv\u00e9 sliby.<\/em>
    \nZ\u00e1rove\u0148 maj\u00ed lid\u00e9 typu Nevi\u0148\u00e1tko zna\u010dnou schopnost b\u00fdt nez\u00e1visl\u00ed na v\u011bt\u0161inov\u00e9 spole\u010dnosti. Pokud z\u00e1kazn\u00edci v\u011b\u0159\u00ed, \u017ee ur\u010dit\u00fd v\u00fdrobek \u010di firma mohou splnit p\u0159\u00edslib r\u00e1je nebo vych\u00e1zej\u00ed z trval\u00fdch hodnot, ochotn\u011b v\u011bt\u0161inou opust\u00ed spole\u010dnost a jej\u00ed hodnoty ve prosp\u011bch zku\u0161enosti s n\u011b\u010d\u00edm, co m\u00e1 dle jejich n\u00e1zoru vy\u0161\u0161\u00ed hodnotu.<\/em>
    \nMezi nejextr\u00e9mn\u011bj\u0161\u00ed uk\u00e1zky Nevi\u0148\u00e1tek pat\u0159\u00ed ve Spojen\u00fdch st\u00e1tech Ami\u0161ov\u00e9, fundamentalist\u00e9 v jak\u00e9mkoli n\u00e1bo\u017eenstv\u00ed \u010di spole\u010dnosti a lid\u00e9, kte\u0159\u00ed \u201eute\u010dou\u201c od nadm\u011brn\u00e9ho tlaku a kultury zalo\u017een\u00e9 na sout\u011b\u017eivosti k prost\u00fdm \u017eivotn\u00edm radostem.<\/em><\/p>\n

     <\/p>\n

    Katka<\/em><\/p>\n

    \n

    [sexy_author_bio]<\/p>\n

    \n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Views: 31 Sta\u010d\u00ed \u0159\u00edct CocaCola, Nike, Calgon nebo Levi\u00b4s a ka\u017ed\u00fd \u201ev\u00ed\u201c. Tyhle firmy ale nejsou jen v\u00fdborn\u00fdmi obchodn\u00edky a prosperuj\u00edc\u00edmi spole\u010dnostmi, takov\u00fdch je v mo\u0159i byznysu bezpo\u010det. Jsou to p\u0159edev\u0161\u00edm mimo\u0159\u00e1dn\u011b \u00fasp\u011b\u0161n\u00e9 zna\u010dky, kter\u00e9 se vtiskly do pam\u011bti z\u00e1kazn\u00edk\u016f. Jak to ale ud\u011blat, aby i v\u00e1\u0161 podnik vytvo\u0159il takto popul\u00e1rn\u00ed zna\u010dku, kter\u00e1 se udr\u017e\u00ed […]<\/p>\n","protected":false},"author":5,"featured_media":3593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spolecnost"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t