{"id":60599,"date":"2026-04-20T12:32:09","date_gmt":"2026-04-20T12:32:09","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/60599\/"},"modified":"2026-04-20T12:32:09","modified_gmt":"2026-04-20T12:32:09","slug":"proc-air-bank-zarizla-zleho-bankere-experti-popsali-jak-funguji-znacky","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/60599\/","title":{"rendered":"Pro\u010d Air Bank \u201eza\u0159\u00edzla\u201c zl\u00e9ho bank\u00e9\u0159e. Experti popsali, jak funguj\u00ed zna\u010dky"},"content":{"rendered":"

Mo\u017en\u00e1 si mysl\u00edte, \u017ee nakupujete racion\u00e1ln\u011b. Porovn\u00e1v\u00e1te ceny, sledujete recenze a\u00a0vyb\u00edr\u00e1te ten nejlep\u0161\u00ed produkt. Realita je ov\u0161em komplikovan\u011bj\u0161\u00ed. N\u011bkter\u00e9 zna\u010dky nebo produkty se v\u00e1m jednodu\u0161e zap\u00ed\u0161\u00ed do pam\u011bti v\u00edc ne\u017e jin\u00e9.<\/p>\n

P\u0159edstavte si konkr\u00e9tn\u00ed situaci. Vyb\u00edr\u00e1te si \u0161ampon, aviv\u00e1\u017e nebo t\u0159eba sh\u00e1n\u00edte novou kabelku. M\u00e1te n\u011bkolik podobn\u00fdch mo\u017enost\u00ed, v\u0161echny stoj\u00ed zhruba tak stejn\u011b, maj\u00ed podobn\u00e9 recenze. Nakonec s\u00e1hnete po jedn\u00e9 konkr\u00e9tn\u00ed zna\u010dce. <\/p>\n

Pro\u010d? Pravd\u011bpodobn\u011b u\u017e si na\u0161la m\u00edsto ve va\u0161\u00ed hlav\u011b, z\u00a0n\u011bjak\u00e9ho d\u016fvodu je v\u00e1m sympatick\u00e1 a\u00a0dostala se v\u00e1m do podv\u011bdom\u00ed. Mo\u017en\u00e1 ani nev\u00edte jak. V\u00fdb\u011br konkr\u00e9tn\u00ed zna\u010dky toti\u017e nemus\u00ed za\u010d\u00ednat u\u00a0z\u00e1kazn\u00edka, ale u\u00a0 t\u00fdmu, kter\u00fd ji dok\u00e1\u017ee \u201evybudovat\u201c.<\/p>\n

<\/a><\/p>\n

\u201eMezi reklamou a\u00a0byznysov\u00fdm v\u00fdsledkem nestoj\u00ed kr\u00e1tkodob\u00e9 metriky, ale takzvan\u00e9 brand effects. Tedy to, jak zna\u010dka existuje v\u00a0mysl\u00edch spot\u0159ebitel\u016f,\u201c vysv\u011btlovala na konferenci Eshopista Amy Houlihanov\u00e1 z\u00a0marketingov\u00e9 spole\u010dnosti System1.<\/p>\n

Ve chv\u00edli, kdy lid\u00e9 zna\u010dku u\u017e znaj\u00ed, za\u010dnou na ni reagovat \u00fapln\u011b jinak. Houlihanov\u00e1 pouk\u00e1zala nap\u0159\u00edklad na \u00fasp\u011b\u0161nou kampa\u0148 platformy Apartments.com, kter\u00e1 se d\u00edky \u00fasp\u011b\u0161n\u00e9 a\u00a0konzistentn\u00ed reklamn\u00ed kampani s\u00a0hercem Jeffem Goldblumem dostala b\u011bhem deseti let z\u00a0t\u0159ic\u00e1t\u00e9ho m\u00edsta na pozici druh\u00e9 nejpopul\u00e1rn\u011bj\u0161\u00ed realitn\u00ed platformy v\u00a0USA.<\/p>\n

D\u016fle\u017eitost dob\u0159e vybudovan\u00e9 zna\u010dky potvrzuje tak\u00e9 Filip Kr\u00e1l z\u00a0marketingov\u00e9 spole\u010dnosti Acomware. Pr\u00e1v\u011b \u201ebrand\u201c podle n\u011bj prodejce odli\u0161uje a\u00a0dok\u00e1\u017ee p\u0159il\u00e1kat z\u00e1kazn\u00edky.<\/p>\n

Nesta\u010d\u00ed b\u00fdt nejlevn\u011bj\u0161\u00ed<\/p>\n

Propsat se do mysli spot\u0159ebitel\u016f p\u0159itom nen\u00ed v\u016fbec jednoduch\u00e9. Podle Houlihanov\u00e9 se za posledn\u00edch deset let t\u00e9m\u011b\u0159 zdvojn\u00e1sobil po\u010det reklam, kter\u00e9 \u010dlov\u011bk vid\u00ed. Zat\u00edmco v\u00a0roce 2016\u00a0to bylo zhruba 600\u00a0reklam denn\u011b, nyn\u00ed je to p\u0159es tis\u00edc.<\/p>\n

\u201eA na\u0161e schopnost udr\u017eet pozornost se nezv\u00fd\u0161ila. Naopak. Mezi reklamami je to nyn\u00ed sp\u00ed\u0161 o\u00a0p\u0159e\u017eit\u00ed t\u011bch nejsiln\u011bj\u0161\u00edch. Zapamatujeme si toti\u017e jen ty \u00fapln\u011b nejlep\u0161\u00ed,\u201c upozornila.<\/p>\n

Pokud se tedy zna\u010dky cht\u011bj\u00ed dostat do podv\u011bdom\u00ed sv\u00fdch potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, mus\u00ed za\u010d\u00edt p\u0159em\u00fd\u0161let kreativn\u011bji. Podle marketingov\u00e9ho a\u00a0obchodn\u00edho \u0159editele \u010desk\u00e9ho v\u00fdrobce kabelek Vuch Kamila Brabce m\u016f\u017ee b\u00fdt cestou dostat sv\u016fj produkt tam, kde ho lid\u00e9 ne\u010dekaj\u00ed. Sv\u00e9 reklamy proto zna\u010dka um\u00edstila na hokejov\u00fd stadion.<\/p>\n

<\/a><\/p>\n

\u201eM\u00e1me mantinely, m\u00e1me prstence, kostku, m\u00e1me focen\u00ed s\u00a0hokejisty, Vuch z\u00e1pasy a\u00a0dal\u0161\u00ed. D\u011blali jsme s\u00a0div\u00e1ky napodobov\u00e1n\u00ed loga za kabelku. P\u0159edt\u00edm jsme zase shazovali kabelky v\u00a0br\u00e1n\u011b a\u00a0podobn\u00e9 v\u011bci. Je to toti\u017e interakce s\u00a0t\u00edm z\u00e1kazn\u00edkem,\u201c vysv\u011btloval b\u011bhem sv\u00e9ho panelu.<\/p>\n

Na prvn\u00ed pohled podle n\u011bj sice propojen\u00ed kabelek a\u00a0hokeje ned\u00e1v\u00e1 smysl, lid\u00e9 si t\u00edm ale zna\u010dku spoj\u00ed se z\u00e1bavou a\u00a0dobrou atmosf\u00e9rou, co\u017e j\u00ed op\u011bt pom\u016f\u017ee proniknout hloub\u011bji do jejich pam\u011bti. Jako dal\u0161\u00ed pl\u00e1nuje Brabec um\u00edstit sv\u00e9 kabelky na dal\u0161\u00ed ne\u010dekan\u00e9 m\u00edsto\u00a0\u2013 do toboganu.<\/p>\n

N\u011bkdy je t\u0159eba zm\u011bna<\/p>\n

Jen\u017ee ani siln\u00e1 identita nemus\u00ed fungovat napo\u0159\u00e1d. A\u00a0tak a\u010dkoli je podle Houlihanov\u00e9 t\u0159eba b\u00fdt v\u00a0budov\u00e1n\u00ed konzistentn\u00ed a\u00a0nechat reklamu zr\u00e1t, je n\u011bkdy pot\u0159eba zm\u011bna. K\u00a0t\u00e9 p\u0159istoupila nap\u0159\u00edklad Air Bank, kter\u00e1 se rozhodla rozlou\u010dit se sv\u00fdm reklamn\u00edm bank\u00e9\u0159em Tom\u00e1\u0161em M\u011bch\u00e1\u010dkem.<\/p>\n

\u201ePo 14\u00a0letech jsme se rozhodli, \u017ee p\u016fjdeme d\u00e1l. A\u00a0zcela z\u00e1m\u011brn\u011b. Ten koncept u\u017e se vy\u010derpal, p\u0159estal fungovat a\u00a0nav\u00edc u\u017e nesouzn\u011bl s\u00a0t\u00edm, co spole\u010dnost a\u00a0na\u0161i z\u00e1kazn\u00edci a\u00a0potenci\u00e1ln\u00ed z\u00e1kazn\u00edci pot\u0159ebuj\u00ed,\u201c uvedl v\u00a0diskuzi vedouc\u00ed medi\u00e1ln\u00edho odd\u011blen\u00ed banky Petr \u017dampach.<\/p>\n

Banka podle n\u011bj sleduje r\u016fzn\u00e9 indik\u00e1tory, jestli svou strategii d\u011bl\u00e1 dob\u0159e a\u00a0jestli se posouv\u00e1. Metriky, jako je pov\u011bdom\u00ed o\u00a0zna\u010dce nebo rozpoznatelnosti, za\u010daly v\u00a0jednu chv\u00edli stagnovat. D\u016fle\u017eit\u00e9 je podle n\u011bj ale zachytit probl\u00e9m v\u010das, proto\u017ee z\u00edskat si pozornost zp\u011bt z\u00a0\u00fapln\u00e9 nuly je potom mnohem t\u011b\u017e\u0161\u00ed.<\/p>\n

<\/a><\/p>\n

Nap\u0159\u00edklad Hellmann\u2019s se v\u00a0\u010cesku naopak vrac\u00ed ke star\u00fdm kampan\u00edm. Podle Radovana Smolky, kter\u00fd vede digit\u00e1ln\u00ed medi\u00e1ln\u00ed strategii spole\u010dnosti Unilever, si toti\u017e z\u00e1kazn\u00edci se zna\u010dkou st\u00e1le spojuj\u00ed i\u00a0des\u00edtky let star\u00e9 reklamy.<\/p>\n

\u201eV\u00fdzkumy n\u00e1m uk\u00e1zaly, \u017ee lid\u00e9 si st\u00e1le je\u0161t\u011b pamatuj\u00ed star\u00e9 medi\u00e1ln\u00ed body a\u00a0kampan\u011b z\u00a0devades\u00e1t\u00fdch let, slogan \u201ajen to nejlep\u0161\u00ed\u2018. My se k\u00a0tomu budeme te\u010f vracet,\u201c vysv\u011btloval. I\u00a0to je dal\u0161\u00edm z\u00a0d\u016fkaz\u016f, \u017ee reklama se dok\u00e1\u017ee do na\u0161\u00ed mysli hluboko zako\u0159enit. A\u00a0pr\u00e1v\u011b to pak m\u016f\u017ee rozhodovat ve chv\u00edli, kdy stoj\u00edte p\u0159ed reg\u00e1lem a\u00a0rozhodujete se mezi dv\u011bma t\u00e9m\u011b\u0159 identick\u00fdmi produkty.<\/p>\n","protected":false},"excerpt":{"rendered":"Mo\u017en\u00e1 si mysl\u00edte, \u017ee nakupujete racion\u00e1ln\u011b. Porovn\u00e1v\u00e1te ceny, sledujete recenze a\u00a0vyb\u00edr\u00e1te ten nejlep\u0161\u00ed produkt. Realita je ov\u0161em komplikovan\u011bj\u0161\u00ed.…\n","protected":false},"author":2,"featured_media":60600,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[5390,5102,94,93],"class_list":{"0":"post-60599","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sport","8":"tag-allegro","9":"tag-e-shopy","10":"tag-sport","11":"tag-sports"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116437054142090282","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/60599","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=60599"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/60599\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/60600"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=60599"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=60599"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=60599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}