In the run up to the ninth Direct Media Academy, Advertiser Serbia is introducing speakers and module leaders. Find out what Mitja Tuškej, Managing Director of Direct Media Slovenia, told Advertiser Serbia.
Mitja Tuškej is one of the top experts in modern marketing and advertising intelligence in the SEE region. He is a professional with decades-long career throughout which he has vertically integrated knowledge and skills from different segments of marketing theory and practice. At this year’s Direct Media Academy, Mitja Tuškej leads an important educational module that explores the development of a modern brand of management – in its strategic dimension… It is a MUST-SEE for anyone willing to learn something new and meaningful about strategic brand management.
Could you first tell us something about the module that you will lead at the upcoming DIRECT MEDIA ACADEMY: its title, topics it covers and featured speakers? What are the educational contents of each of the topics that the participants will explore this year?
My module is titled Branding and Marketing Strategy of the Brand. We will go through most of the topics that are relevant today for preparing the strategy of a particular brand. It may not sound very appealing at first, but there is one important fact: the world around us today is changing fast, technology is changing, trends are changing, our mindset as consumers is changing, our habits are changing, but brand strategies are more or less based on the principles that were in place ten years ago.
My module will cover these very issues. We will learn how to seize the moment, how to find out at this particular moment what the brand means for consumers, identify consumers that care about our brand so as to understand better what is important in the relationship between our brand and consumers. We will be working on how to “calculate” the strength of this relationship and find elements that create a brand story that will draw real consumers into the “cooperation” with the brand. We will try to identify true consumers of our brand as well as the real and true target group for our brand.
The word that DM Academy participants will hear at least 100 times is “focus”. This is one of the most important things in branding today! Brands need to be focused on what they really are, on their story which is focused on the story of their consumers.
Brands need to be focused on their target group, which today must be defined differently than it was yesterday – not by demographic criteria, but by its lifestyle. This will also be covered at the Academy. We will go even further – to the communication channel. Focused on their reality and on the real target group, brands today must also focus on sending messages to the market through communication channels and media that are popular with the brand’s target group. There are highly significant differences within different lifestyles and for each brand. All this will lead us and help us understand that today brands need to communicate with their target groups much differently than they did yesterday. Today we live in the world of digital, the world of social networks… and also in the world where communications are still done using other communication channels, which are huge in number. And this fact poses problems for brands. This is why we will talk about it. Not only talk but also discuss the problem of setting a brand strategy in today’s conditions at workshops…
The module concept is based on learn – practice – implement principle. This means that the programme will include lectures, cases and ‘physical’ work. The Academy’s participants will be working on making the right strategy for a particular brand on the basis of things necessary for creating a brand. Since the focus is important in branding today, the speakers will be focused. Sanja Lalević and I will be the only speakers and team mentors, and also available to the participants at all times.
Who is the educational content of the module you lead intended for and what are the objectives of the education programme?
The goal of the module is to empower participants and help them in their efforts to embark on a new wave and master trends in intimate communication between the brand and its target group.
The programme is intended for marketing experts in the field of branding (directors of marketing departments, researchers, brand managers, as well as the third and fourth-year undergraduates) and anyone who can find it useful to learn where branding is heading today and where it will be tomorrow.
Send an invitation to all potential participants, or recommend this year’s DIRECT MEDIA ACADEMY
Together with Sanja, we are waiting for you, overwhelmed with excitement 😊. We will share with you all our knowledge and experience that will guide you through stories lived by brands and their fans, loyal consumers.