{"id":9379,"date":"2023-06-16T12:41:41","date_gmt":"2023-06-16T10:41:41","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=9379"},"modified":"2023-10-09T10:29:54","modified_gmt":"2023-10-09T08:29:54","slug":"neokolektywizm-czyli-marka-w-rekach-konsumentow-copy","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2023\/neokolektywizm-czyli-marka-w-rekach-konsumentow-copy\/","title":{"rendered":"Neokolektywizm, czyli marka w r\u0119kach konsument\u00f3w &#8211; Copy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9379\" class=\"elementor elementor-9379\" 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\tNeokolektywizm, czyli marka w r\u0119kach konsument\u00f3w. Czy jeste\u015b na to gotowy?\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\tBRAND EXPERIENCE, ENGAGEMENT2023, NEOKOLEKTYWIZM, NOWY KONSUMENT, ZMIANA KULTUROWA, GENZ, NOWY MODEL RELACJI, DO ODWA\u017bNYCH \u015aWIAT NALE\u017bY, NEVER MORE LOTTERY, LOVEBRAND, CASE STUDY\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-9056431 elementor-widget elementor-widget-text-editor\" data-id=\"9056431\" 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;\">SCENA<\/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-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-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\">11.45<\/span> CZWARTEK, 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\tZaanga\u017cowani konsumenci to \u015bwi\u0119ty graal marketer\u00f3w. Marzy o nim ka\u017cda marka, chocia\u017c w bran\u017cy panuje przekonanie, \u017ce nie ka\u017cda mo\u017ce ich realnie zdoby\u0107, a raczej \u2013 \u017ce to osi\u0105gni\u0119cie tylko dla wybranych. Cz\u0119\u015b\u0107 z nas przesta\u0142o wierzy\u0107 w ich istnienie. Pog\u0142\u0119bione badania i analizy pokolenia Z pozwoli\u0142y nam zdiagnozowa\u0107 i zrozumie\u0107 ogromn\u0105 zmian\u0119, jak\u0105 nowe pokolenie konsument\u00f3w wprowadza w postrzeganiu i relacji z markami. Jak du\u017co od nich wymaga, ale te\u017c jak bardzo otwarte jest, \u017ceby da\u0107 co\u015b od siebie. Zmian\u0119, kt\u00f3ra re-definiuje dotychczasowe poj\u0119cie aktywacji i modelu relacji z \u201cmarka->konsument\u201d w nowe, neokolektywne \u201cmarka&#038;konsument\u201d, w kt\u00f3rym ten drugi przejmuje inicjatyw\u0119 i wsp\u00f3\u0142tworzy idee. Na bazie tej diagnozy zaproponowali\u015bmy jednej z najwi\u0119kszych globalnych marek FMCG zupe\u0142nie prze\u0142omowe podej\u015bcie do komunikacji i kampani\u0119, kt\u00f3ra zmienia zasady gry. W naszym wyst\u0105pieniu opowiemy o tej wymuszonej przez m\u0142odych i nieuchronnej ultra-zmianie, ale te\u017c o tym jak mo\u017cna zaadaptowa\u0107 w praktyce. Nawet kiedy pozornie wydaje si\u0119, \u017ce si\u0119 nie da. \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-a074a05 elementor-widget elementor-widget-text-editor\" data-id=\"a074a05\" 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\tO tym, czym jest neokolektywizm i dlaczego jest nam potrzebny;<br class=\"giz_stay\">\no tym jak potwierdza to Gen Z i re-definiuje relacj\u0119 z markami;<br class=\"giz_stay\">\no tym jak badali\u015bmy t\u0119 zmian\u0119 kulturow\u0105 i jak postanowili\u015bmy j\u0105 wykorzysta\u0107;<br class=\"giz_stay\">\no tym jakie nios\u0142a ze sob\u0105 wyzwania i dlaczego by\u0142o warto z perspektywy klienta.\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<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1ba496d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1ba496d\" 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-d22e2f4\" data-id=\"d22e2f4\" 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-16ab1d4 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"16ab1d4\" 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\/Slusarski_Tomasz.jpg\" class=\"attachment-full size-full wp-image-8989\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Slusarski_Tomasz.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Slusarski_Tomasz-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Tomasz \u015alusarski<\/span><p class=\"elementor-image-box-description\">Strategy Planner<br>\n<strong>Feeders Agency<\/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-87e9ac8 elementor-widget elementor-widget-text-editor\" data-id=\"87e9ac8\" 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\tW strategii i koncepcjach digitalowo-socialowych od 5 lat (wcze\u015bniej w Isobar Polska oraz 2012 Agency), w projektach m.in. dla McDonald&#8217;s Polska, Big Milk (Unilever), Heineken Polska, \u017bywiec Polska (Grupa \u017bywiec), Acuvue (Johnson&#038;Johnson) czy Pepsi (Pepsico). Absolwent 24 SSM Szkoly Strategii Marki SAR (2022\/2023).\nZwyci\u0119zca Eurobest Young Creatives Integrated 2022. Prywatnie cz\u0142owiek wielu sprzeczno\u015bci. Introwertyczny ekstrawertyk. Nie lubi biega\u0107, dlatego przebieg\u0142 dwa Runmageddony. Ma si\u0119 za nie\u015bmia\u0142ego, dlatego sze\u015b\u0107 lat sp\u0119dzi\u0142 za radiowym mikrofonem. Do kina chodzi na reklamy, \u201cw pi\u0105tki le\u017cy w wannie\u201d.\n\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-5f40159\" data-id=\"5f40159\" 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-1e4b918 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"1e4b918\" 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\/Rzeznik_Anna.jpg\" class=\"attachment-full size-full wp-image-8986\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Rzeznik_Anna.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Rzeznik_Anna-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Anna Rze\u017anik<\/span><p class=\"elementor-image-box-description\">Senior Brand Consultant,<strong> CPC Brand Consultants<\/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-672b1a4 elementor-widget elementor-widget-text-editor\" data-id=\"672b1a4\" 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\tProwadzi projekty, w kt\u00f3rych dostarcza relewantne insighty ze \u015bwiata m\u0142odych i buduje skuteczne strategie dla GenZ. Stale tworzy autorskie techniki warsztatowe i badawcze. Ostatnio pracowa\u0142a np. dla PepsiCo, McDonald\u2019s, Wedel, Unilever. Wsp\u00f3\u0142za\u0142o\u017cycielka think tanku Kr\u00f3licza Nora, wychowanka PTBRiO, absolwentka MISH na Uniwersytecie Warszawskim. Bywalczyni imprez Young Leosi. Bedoesiara.\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>Neokolektywizm, czyli marka w r\u0119kach konsument\u00f3w. Czy jeste\u015b na to gotowy?BRAND EXPERIENCE, ENGAGEMENT2023, NEOKOLEKTYWIZM, NOWY KONSUMENT, ZMIANA KULTUROWA, GENZ, NOWY MODEL RELACJI, DO ODWA\u017bNYCH \u015aWIAT NALE\u017bY, NEVER MORE LOTTERY, LOVEBRAND, CASE STUDYSCENAMARKASESJA MODEROWANA 11.45 CZWARTEK, 26 WRZE\u015aNIA Zaanga\u017cowani konsumenci to \u015bwi\u0119ty graal marketer\u00f3w. Marzy o nim ka\u017cda marka, chocia\u017c w bran\u017cy panuje przekonanie, \u017ce nie [&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-9379","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=\"Neokolektywizm, czyli marka w r\u0119kach konsument\u00f3w. 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