{"id":23499,"date":"2025-07-01T22:14:46","date_gmt":"2025-07-01T20:14:46","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=23499"},"modified":"2025-10-02T11:46:22","modified_gmt":"2025-10-02T09:46:22","slug":"jak-wyrwac-marke-z-bezpiecznej-rutyny-zeby-dotrzec-do-czlowieka-a-nie-tylko-konsumenta","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2025\/jak-wyrwac-marke-z-bezpiecznej-rutyny-zeby-dotrzec-do-czlowieka-a-nie-tylko-konsumenta\/","title":{"rendered":"Jak wyrwa\u0107 mark\u0119 z bezpiecznej rutyny, \u017ceby dotrze\u0107 do cz\u0142owieka, a nie tylko konsumenta?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"23499\" class=\"elementor elementor-23499\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tJak wyrwa\u0107 mark\u0119 z bezpiecznej rutyny, \u017ceby dotrze\u0107 do cz\u0142owieka, a nie tylko konsumenta?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c12a300 giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"c12a300\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#humancentric, #insajt #markamasowa #tozsamosc #evidencebased #cultural relevance #local vs global #globalna marka #lokalne insajty #attention\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMARKA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdc81d9 elementor-widget elementor-widget-text-editor\" data-id=\"fdc81d9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\"> 10:05<\/span> \u015aRODA, 24 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-04c0ed3 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"04c0ed3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4175b44\" data-id=\"4175b44\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60f96a4 elementor-widget elementor-widget-shortcode\" data-id=\"60f96a4\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9af9f48 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9af9f48\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-76f5d78\" data-id=\"76f5d78\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tGlobalne marki masowe maj\u0105 wszystko podane na tacy \u2013 brand trackery, ROI, miary efektywno\u015bci,  gotow\u0105 komunikacj\u0119 i pozycjonowanie przebadane wzd\u0142u\u017c i wszerz, a jednocze\u015bnie ich przekaz jest wypolerowany, sformatowany pod konsumenta z Zachodu i cz\u0119sto nie trafia do nikogo.\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cb0463 elementor-widget elementor-widget-text-editor\" data-id=\"7cb0463\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tGlobalny przekaz mo\u017ce okaza\u0107 si\u0119 anga\u017cuj\u0105cy i emocjonuj\u0105cy, je\u015bli odniesiemy si\u0119 do bardzo silnego human centric drivera ludzkiego dzia\u0142ania czyli to\u017csamo\u015bci. Jednym z najbardziej pierwotnych sposob\u00f3w odwo\u0142ania si\u0119 do to\u017csamo\u015bci jest wykorzystanie j\u0119zyka, a zw\u0142aszcza j\u0119zyka kt\u00f3ry jest pomijany w masowym przekazie np. regionalnego czy lokalnego dialektu. Warto da\u0107 si\u0119 ponie\u015b\u0107 sercu a nie tylko szkie\u0142ku i oku, maj\u0105c odwag\u0119 wyj\u015b\u0107 poza schematy i evidence based marketing. O takich w\u0142a\u015bnie odwa\u017cnych markach i marketerach &#8211; ryzykantach opowiemy podczas naszego wyst\u0105pienia.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-dae5d90\" data-id=\"dae5d90\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a24f17c elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"a24f17c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/08\/doligalska.jpg\" class=\"attachment-full size-full wp-image-24494\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/08\/doligalska.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/08\/doligalska-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Ewa   Doligalska<\/span><p class=\"elementor-image-box-description\">Senior TCP &amp; Media Manager\n<br>\n<strong>PepsiCo<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f2f65c elementor-widget elementor-widget-text-editor\" data-id=\"9f2f65c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPasjonatka medi\u00f3w z 5-letnim epizodem brand marketingowym. Przygod\u0119 z mediami zacz\u0119\u0142a w Starcomie, by po 2 latach spojrze\u0107 na \u015bwiat oczyma wydawcy &#8211; Wirtualnej Polski. Od 2014 zwi\u0105zana z PepsiCo, gdzie najpierw zarz\u0105dza\u0142a mark\u0105 Lay\u2019s, by nast\u0119pnie obj\u0105\u0107 mediowo-komunikacyjn\u0105 kuratel\u0105 ca\u0142e portfolio s\u0142onych przek\u0105sek. Mi\u0142o\u015bniczka literatury i tanich wakacji.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Jak wyrwa\u0107 mark\u0119 z bezpiecznej rutyny, \u017ceby dotrze\u0107 do cz\u0142owieka, a nie tylko konsumenta?#humancentric, #insajt #markamasowa #tozsamosc #evidencebased #cultural relevance #local vs global #globalna marka #lokalne insajty #attentionMARKASESJA MODEROWANA 10:05 \u015aRODA, 24 WRZE\u015aNIAGlobalne marki masowe maj\u0105 wszystko podane na tacy \u2013 brand trackery, ROI, miary efektywno\u015bci, gotow\u0105 komunikacj\u0119 i pozycjonowanie przebadane wzd\u0142u\u017c i wszerz, a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":23112,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-23499","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Jak wyrwa\u0107 mark\u0119 z bezpiecznej rutyny, \u017ceby dotrze\u0107 do cz\u0142owieka, a nie tylko konsumenta? 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