Иновации в комуникационната стратегия на брандовете
Insights and innovations in the communication campaigns of world brands

Author(s): Manuela Manliherova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: brand; digital platforms; creativity; campaigns
Summary/Abstract: The text analyzes brands that in their communication definitely show a new style of efficiency by expanding their presence through digital platforms. All of them are a standard of creative achievements, undoubtedly recognized at the Cannes Film Festival in the last three years. In the selection of the individual cases that I present in this brief overview, I also set my own criterion, based on a simple but powerful as a means of communication phrase - open mind. Even with this attitude of opening the senses, social behavior and cultural insight dominate as leaders in the communication campaigns I am considering. In a rapidly changing world, we are seeing more and more innovative campaigns by some global brands. They show a better understanding of the social, emotional and behavioral needs of their audiences, inspiring the audience with expressive and emotionally told stories. These cultural insights are also related to a new design of attitudes, of consumer thinking.

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