THE ERA OF SEGMENTED MARKETING AND POLYPHONIC BRAND IDENTITY: THE TATRA BANKA RYTMUS FINANCE ACADEMY CAMPAIGN. A CASE STUDY
THE ERA OF SEGMENTED MARKETING AND POLYPHONIC BRAND IDENTITY: THE TATRA BANKA RYTMUS FINANCE ACADEMY CAMPAIGN. A CASE STUDY

Summary/Abstract: The paradigmantic shift brought by the social media is not expressed only in a totally connected society, but also in the acceleration of creating communities and groups that share their “own worlds”, values, ideologies, or needs and desires, disconnected from other groups, communities or segments of population. Therefore, current totally connected society is not homogenous, but is also segmented and fragmented. This phenomenon influences human life-strategies, and, of course, marketing, marketing communication and advertising, too. Goal of the text is to show that in the current segmented and fragmented world, in which different segments of population exist in a parallel way side-by-side, rules of integrated marketing communication and 360° branding do not apply any more, since they lost their relevancy. Brand, in order to be relevant in the segmented and fragmented society, must give up talking monologically to the consumers and stop presenting them one brand meaning. Instead, the brand needs to communicate dialogically with the consumers, inspire their participation in the brand narrative and to invite them to co-produce multiple brand meanings – the ones always specifically relevant to different segments of consumers. This a beginning of the era of segmented marketing and polyphonic brand identity.

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