Brand is back. WARC, IPA and the latest effectiveness research all point to the same truth: growth comes from brands people remember and connect with, not just brands that bring big budgets but people scroll past. Distinctive assets, consistency, cultural presence — the “old stuff” is suddenly looking very current again.
But before we all get nostalgic, don’t think even for a second that this is a throwback to “good old times”. This is brand building in a new world of infinite content, shrinking attention and zero patience for fake. Now your every move is visible, every result is questioned and “doing brand” has to mean something beyond a big idea.
So what does it really take to build a brand today? Is there a strong recipe for good brand architecture? What’s genuinely changed — and what are we finally ready to admit still works? Sharp takes, real examples and a few myths getting quietly (or not so quietly) killed along the way from Maja Šercer (Head of Impulse Ice Cream, Ledo, Member of IAB Croatia),Jelena Slade Šilović (Marketing Director, Beverages Business Unit, Atlantic Grupa, Member of IAB Croatia) and Maja Weber (Marketing and Corporate Communications Director, Croatia osiguranje, Member of IAB Croatia) moderated by Marija Jakeljić (Brand Strategist & Owner, Brown Fox).