Author: Flaminia Baldella Brands have long relied on a transactional branding strategy. This approach emphasizes immediate sales, often through frequent marketing campaigns, discounts, and messaging that centers on the product itself. However, the landscape is shifting. Marketing is evolving into a relational model , as consumers increasingly seek connection, identity, and meaning. Fitness and Wellness communities exemplify this change, demonstrating how brands are moving a

The debate over whether leaders are born or made has fascinated scholars, psychologists, and historians for centuries. Are certain people natural-born leaders , gifted with innate qualities that set them apart? Or can anyone, through the right training and experience , become an exceptional leader? In the previous blog of this series, we explored the nature vs. nurture debate in leadership , focusing on the underlying question of whether great leaders are shaped by their g

Author: Natali Ferková In 2025, we live in the era of the online world. Everything around us is digital, and information can be found instantly; just a few clicks on Google  or chatting with AI assistants  will provide us with answers to everything.  If you don't know the recipe, you Google it. If you need help with your homework, you can ask ChatGPT, or you can even ask an AI to create a marketing strategy or campaign. Artificial intelligence  can now analyze data, predict c

Author: Natalia Ferková Have you ever seen a flash mob, pop-up experiences, public stunts, or street art installations? If your answer is yes, then you have already seen guerrilla marketing  in real life. Basically, guerrilla marketing is a product campaign  using unconventional methods, the moment of surprise to communicate with its audience. The goal of this campaign is to  shock  and surprise  customers with something non-traditional and phenomenal. Usually, these campaign

Author: Natalia Ferková In today’s digital world, the packaging  and unboxing experience  has become one of the most powerful engagement moments between brands and their customers. In the past, unboxing was just a simple act of opening a package; however, it has evolved into a form of storytelling, entertainment, and emotional connection. As a result, the packaging of products has become an essential element of the overall brand experience . It is the first contact and impres

Author: Jennifer Argenton   Introduction At the heart of sustainable brand experience  and experientiality, urban ambient advertising   is the desired platform for brands to get noticed. With the power to flip over public space into instant installations, interactive panels, or green activations, companies are enabled to meaningfully engage consumers and produce green accountability. Urban ambient marketing  is the new face of social consciousness and a genuine experience lef