A KOMMforton belül és kívül első napjának utolsó előadója a NemPazar blog alapítója volt, Munkácsi Brigitta, aki tíz évig fotómodellként élte mindennapjait, majd közgazdászként diplomázott, jelenleg három gyermek édesanyja. Általa kaptunk belátást a zero waste életmód alapjaiba.
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"array_path" => "revision_uid.0.entity" ] ] "title" => array:1 [ 0 => array:1 [ "value" => "Az erős márka próbája a járvány" ] ] "created" => array:1 [ 0 => array:1 [ "value" => "1607809096" ] ] "changed" => array:1 [ 0 => array:1 [ "value" => "1742297898" ] ] "promote" => array:1 [ 0 => array:1 [ "value" => "0" ] ] "sticky" => array:1 [ 0 => array:1 [ "value" => "0" ] ] "default_langcode" => array:1 [ 0 => array:1 [ "value" => "1" ] ] "revision_default" => array:1 [ 0 => array:1 [ "value" => "1" ] ] "revision_translation_affected" => array:1 [ 0 => array:1 [ "value" => "1" ] ] "metatag" => array:7 [ 0 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "name" => "title" "content" => "Az erős márka próbája a járvány | Szabadság" ] ] 1 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "name" => "description" "content" => "Az már biztos, hogy a koronavírus-járvány tavaszára, amikor egyetlen lehetőségünk az alkalmazkodás volt, a megpróbáltatások kapcsán is emlékezni fogunk. Sokunknak sikerült igazodni a korlátozásokhoz, de mi a helyzet például a márkákkal, amelyek épp nem arról híresek, hogy könnyen alkalmazkodnának. Mi történt velük? Egyáltalán mi az, amit elvárhatunk egy márkától ilyen esetben?Pőcze Balázs, a magyarországi Mito. kommunikációs cég egyik alapítója és kreatív igazgatója a márkákat megőrző alkalmazkodás három fázisáról beszélt.Megteremteni a munkakörnyezetet" ] ] 2 => array:2 [ "tag" => "link" "attributes" => array:2 [ "rel" => "canonical" "href" => "https://devel.szabadsag.ro/campusaz-eros-marka-probaja-a-jarvany" ] ] 3 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "property" => "og:site_name" "content" => "Szabadság" ] ] 4 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "property" => "og:type" "content" => "article" ] ] 5 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "property" => "og:url" "content" => "https://devel.szabadsag.ro/campusaz-eros-marka-probaja-a-jarvany" ] ] 6 => array:2 [ "tag" => "meta" "attributes" => array:2 [ "property" => "og:title" "content" => "Az erős márka próbája a járvány" ] ] ] "path" => array:1 [ 0 => array:3 [ "alias" => "/campusaz-eros-marka-probaja-a-jarvany" "pid" => "92051" "langcode" => "hu" ] ] "publish_on" => [] "unpublish_on" => [] "menu_link" => [] "body" => array:1 [ 0 => array:3 [ "value" => """ <!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd">\n <html><body><p><b>Az már biztos, hogy a koronavírus-járvány tavaszára, amikor egyetlen lehetőségünk az alkalmazkodás volt, a megpróbáltatások kapcsán is emlékezni fogunk. Sokunknak sikerült igazodni a korlátozásokhoz, de mi a helyzet például a márkákkal, amelyek épp nem arról híresek, hogy könnyen alkalmazkodnának. Mi történt velük? Egyáltalán mi az, amit elvárhatunk egy márkától ilyen esetben?</b></p><p><span style="font-weight: 400;">Pőcze Balázs, a magyarországi Mito. kommunikációs cég egyik alapítója és kreatív igazgatója a márkákat megőrző alkalmazkodás három fázisáról beszélt.</span></p><p><b>Megteremteni a munkakörnyezetet</b></p><p><span style="font-weight: 400;">Néhány napon belül megváltozott a környezet, amelyben a márkát létrehozó szakembereknek élniük kellett. A gazdasági bizonytalanság is arra késztette őket, hogy gondolják újra a működésük alapjait: hogyan fog tovább menni a munka? Balázséknál például így: amikor DJ kollégái mixeket töltöttek fel a csapatnak, grafikusaik zoomos háttereket készítettek, hogy úgy tűnjön, mintha a megszokott helyükön ülnének, és munkatársnői edzésterveket osztottak meg, hogy ne lustuljon el a csapat. Így valamennyire megteremtették az egyensúlyt, a megfelelő teret, ahol tovább dolgozhatnak.</span></p><p><b>Megtalálni a saját hangunkat</b></p><p><span style="font-weight: 400;">„Hirtelen mindenkinek meg kellett találnia az önazonosságát. Az, ahogy a márkák beszéltek, elkezdett nagyon közel lenni egymáshoz, mintha mindenki ugyanarra a briefre (az a dokumentum, amelyben a megbízó tájékoztatja az ügynökséget az általa megrendelendő kampány vagy önálló hirdetés paramétereiről, a munkához szükséges információkról) dolgozott volna.” – jegyezte meg a kreatív szakember. Mindenki azt mondta: ne mozogj, ülj otthon! Még az Uber is, aminek épp az a dolga, hogy embereket szállítson. Aztán mindenki az érzelmeket érintő vonalra váltott, arról beszéltek, hogy tartsunk össze, együtt sikerülni fog! Ki az, aki még ebben a helyzetben is megtalálta önmagát, és másképp beszélt, mint az összes többi? Például a Borsodi, aki Facebook-aktivációi által közel tudta hozni azt az élményt, hogy tudjunk újra örülni az apró hétköznapi dolgoknak, legyen ez az, hogy együtt kvízezhetünk a haverokkal. Vagy a Telekom, aki lehetővé tette, hogy egy osztály Zoomon szerenádozzon a tanárnak, és felhívta vele a fiatalok figyelmét, hogy a kialakult helyzetet ily módon is lehet kezelni.</span></p><p><b>Átgondolni, hogy mit is képviselünk</b></p><p><span style="font-weight: 400;">A legnagyobb változások talán mégsem kommunikációs szinten történtek, hanem akkor, amikor a márka újragondolta, mert újra kellett gondolnia, hogy pontosan mivel is foglalkozik. Egyes márkák elkezdtek teljesen más terméket árusítani. Az autógyártó cégek tudták, hogy most valószínűleg nem sok autó fog elkelni, de megvan minden kellékük ahhoz, hogy lélegeztetőgépeket gyártsanak. Ezek a márkák, amelyek újragondolták tevékenységüket, hatalmasat léptek tavasszal.</span></p><p><span style="font-weight: 400;">Mások átértékelték, hogy mi is az, ami a kezükben van. Ilyen volt például a Google, amely arra használta fel a térkép által készíthető statisztikákat, hogy megállapítsa, működnek-e a kijárási szabályozások vagy sem.</span></p><p><span style="font-weight: 400;">A három kérdés kifejtése után Balázs a tanulságokat is levonta, amivel a márkák tavasz után maradhattak: „tisztában kell lenni azzal, mit képviselnek, milyen eszközök állnak a rendelkezésükre. Az, hogy valaki következetesen építi a márkát, nem azt jelenti, hogy időről időre ne tudna azon változtatni úgy, hogy önmaga maradjon. A kis büdzsé is büdzsé, a gyors tervezés pedig nem egyenlő az átmeneti tervezéssel” – fogalmazott.</span></p></body></html>\n """ "summary" => "" "format" => "full_html" ] ] "feeds_item" => array:1 [ 0 => array:7 [ "target_id" => "36" "imported" => "1742297898" "url" => null "guid" => null "hash" => "df29c6af95e8cefb2854d3966b7fde43" "entity" => array:15 [ "fid" => array:1 [ 0 => array:1 [ "value" => "36" ] ] "uuid" => array:1 [ 0 => array:1 [ "value" => "77c2b797-523c-4a5d-a2ea-f13c26308383" ] ] "type" => array:1 [ 0 => array:3 [ "target_id" => "campus_importer" "entity" => array:18 [ "uuid" => "6d60eadd-b6aa-45c1-abea-59d404f3e8d0" "langcode" => "hu" "status" => true "dependencies" => array:2 [ "config" => array:7 [ 0 => "field.field.node.campus.body" 1 => "field.field.node.campus.field_articleid" 2 => "field.field.node.campus.field_image" 3 => "field.field.node.campus.field_public_author" 4 => "field.field.node.campus.field_rovat" 5 => "field.field.node.campus.field_tags" 6 => 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