{"id":9185,"date":"2023-06-16T10:24:37","date_gmt":"2023-06-16T08:24:37","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=9185"},"modified":"2023-10-09T10:32:45","modified_gmt":"2023-10-09T08:32:45","slug":"jak-wykorzystac-narracje-konca-do-tworzenia-skutecznych-strategii-i-angazujacego-designu-marek-copy","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2023\/jak-wykorzystac-narracje-konca-do-tworzenia-skutecznych-strategii-i-angazujacego-designu-marek-copy\/","title":{"rendered":"Jak wykorzysta\u0107 narracje ko\u0144ca do tworzenia skutecznych strategii i anga\u017cuj\u0105cego designu marek? &#8211; Copy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9185\" class=\"elementor elementor-9185\" 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 wykorzysta\u0107 narracje ko\u0144ca do tworzenia skutecznych strategii i anga\u017cuj\u0105cego designu marek? \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-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" 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\tstoryliving, moodbasedretail, circularbranding, semiotyka, narracjeko\u0144ca, transformacja, \u015bwiadomo\u015b\u0107, design, nowawra\u017cliwo\u015b\u0107\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\tPROCESY STRATEGICZNE\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-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" 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<p><span class=\"giz_program_godzina\">12.25<\/span> WTOREK, 26 WRZE\u015aNIA<\/p>\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-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-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" 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-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" 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\tSpo\u0142ecze\u0144stwo wypalenia to spo\u0142ecze\u0144stwo deficyt\u00f3w, spo\u0142ecze\u0144stwo w kt\u00f3rym narracje ko\u0144ca buduj\u0105 presj\u0119 i poczucie braku r\u00f3wnowagi. W jaki spos\u00f3b marki odpowiedzialne maj\u0105 sprzedawa\u0107 swoje rozwi\u0105zania i przekonywa\u0107 do jeszcze wi\u0119kszego zaanga\u017cowania? Czy spo\u0142ecze\u0144stwo wypalenia to bariera dla marek, kt\u00f3rych dotychczasowy marketing opiera\u0142 si\u0119 na ekstensywnej i \u015bmieciowej (r\u00f3wnie\u017c w sensie \u015brodowiskowym) komunikacji we wszystkich dost\u0119pnych mediach, tworz\u0105c szkodliwy i niezr\u00f3wnowa\u017cony content, czy szansa na strategiczn\u0105 zmian\u0119 w kierunku jako\u015bciowym, opartym na g\u0142\u0119bokim zrozumieniu potrzeb czas\u00f3w deficyt\u00f3w? Jak gospodarowa\u0107 tym, czego mamy coraz mniej? Jak o tym opowiada\u0107? Poka\u017cemy strategie marek, kt\u00f3re wykorzystuj\u0105c wiedz\u0119 na temat kontekstu spo\u0142ecznego i kulturowego zbudowa\u0142y rozwi\u0105zania projektowe, b\u0119d\u0105ce odpowiedzi\u0105 na zm\u0119czenie rzeczywisto\u015bci\u0105 czas\u00f3w ko\u0144ca.\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-bb40ce7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bb40ce7\" 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-6d66896\" data-id=\"6d66896\" 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-f8313e5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f8313e5\" 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-98b34a4\" data-id=\"98b34a4\" 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-4288447 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"4288447\" 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\/2023\/06\/Marczak_Marta.jpg\" class=\"attachment-full size-full wp-image-8969\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Marczak_Marta.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Marczak_Marta-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Marta Marczak<\/span><p class=\"elementor-image-box-description\">strate\u017cka marketingowa \/ ekspertka ds. brandingu<br>\nniezale\u017cna konsultantka<\/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-86d9d8b elementor-widget elementor-widget-text-editor\" data-id=\"86d9d8b\" 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<p>Z wykszta\u0142cenia socjolog, od 19 lat strateg marketingowy. Badaj\u0105c zmieniaj\u0105ce si\u0119 zjawiska kulturowe oraz potrzeby konsument\u00f3w wspiera budowanie silnych, anga\u017cuj\u0105cych marek. Autorka strategii pozycjonowania oraz innowacji produktowych dla wielu wiod\u0105cych marek w sektorze FMCG; do\u015bwiadczony facilitator sesji strategicznych i kreatywnych; wyk\u0142adowca Szko\u0142y Strategii Marki SAR \/ ex-PwC \/ ex-Stratosfera\/ ex-SMG\/KRC.<\/p>\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-d01d222\" data-id=\"d01d222\" 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-c62d232 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"c62d232\" 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 decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Goch_Kenawy_Paulina.jpg\" class=\"attachment-full size-full wp-image-8934\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Goch_Kenawy_Paulina.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Goch_Kenawy_Paulina-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Paulina Goch-Kenawy<\/span><p class=\"elementor-image-box-description\">semiotyk<br>\n<strong>CultureTellers<\/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-28aa487 elementor-widget elementor-widget-text-editor\" data-id=\"28aa487\" 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\tWsp\u00f3\u0142za\u0142o\u017cycielka CultureTellers &#8211; agencji \u0142\u0105cz\u0105cej perspektyw\u0119 kulturow\u0105 z tworzeniem rozwi\u0105za\u0144 w obszarze marketingu. Semiotyk, filozof, badacz kultury i konsultant z szesnastoletnim do\u015bwiadczeniem rynkowym. Autorka licznych artyku\u0142\u00f3w, a tak\u017ce wyst\u0105pie\u0144 na temat kszta\u0142towania strategii i dzia\u0142a\u0144 marek w oparciu o wiedz\u0119 p\u0142yn\u0105c\u0105 z otaczaj\u0105cej nas rzeczywisto\u015bci kulturowej. Prowadzi\u0142a projekty na potrzeby marek na rynku polskim i rynkach zagranicznych. Wsp\u00f3\u0142pracowa\u0142a z mi\u0119dzynarodowymi agencjami semiotycznymi. Dotychczas doradza\u0142a markom z obszar\u00f3w FMCG, finans\u00f3w, farmaceutyk\u00f3w, telekomunikacyjnego. Bra\u0142a r\u00f3wnie\u017c udzia\u0142 w projektach realizowanych na potrzeby instytucji publicznych. Projektowa\u0142a i wdra\u017ca\u0142a wykorzystanie wiedzy kulturowej na potrzeby rozwi\u0105za\u0144 AI, proces\u00f3w customer experience, service design oraz projektowania nowych produkt\u00f3w czy komunikacji. Cz\u0142onek Rady Marek Superbrands.\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 wykorzysta\u0107 narracje ko\u0144ca do tworzenia skutecznych strategii i anga\u017cuj\u0105cego designu marek? storyliving, moodbasedretail, circularbranding, semiotyka, narracjeko\u0144ca, transformacja, \u015bwiadomo\u015b\u0107, design, nowawra\u017cliwo\u015b\u0107PROCESY STRATEGICZNESESJA MODEROWANA 12.25 WTOREK, 26 WRZE\u015aNIA Spo\u0142ecze\u0144stwo wypalenia to spo\u0142ecze\u0144stwo deficyt\u00f3w, spo\u0142ecze\u0144stwo w kt\u00f3rym narracje ko\u0144ca buduj\u0105 presj\u0119 i poczucie braku r\u00f3wnowagi. W jaki spos\u00f3b marki odpowiedzialne maj\u0105 sprzedawa\u0107 swoje rozwi\u0105zania i przekonywa\u0107 do [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":8832,"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":"","site-content-style":"default","site-sidebar-style":"default","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":"default","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-9185","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 wykorzysta\u0107 narracje ko\u0144ca do tworzenia skutecznych strategii i anga\u017cuj\u0105cego designu marek? storyliving, moodbasedretail, circularbranding, semiotyka, narracjeko\u0144ca, transformacja, \u015bwiadomo\u015b\u0107, design, nowawra\u017cliwo\u015b\u0107 PROCESY STRATEGICZNE SESJA MODEROWANA 12.25 WTOREK, 26 WRZE\u015aNIA Spo\u0142ecze\u0144stwo wypalenia to spo\u0142ecze\u0144stwo deficyt\u00f3w, spo\u0142ecze\u0144stwo w kt\u00f3rym narracje ko\u0144ca buduj\u0105 presj\u0119 i poczucie braku r\u00f3wnowagi. 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