When choosing every product or service, we face a spectrum of possibilities. The market today is flooded with new products and innovations, yet despite this, we always spontaneously return to certain brands. Is the key ingredient a successful tradition, effective innovation – or an inseparable combination of these elements that always reminds us of childhood and youth? This topic will be addressed by the panel titled Tradition or Innovation? Why Not Both! as part of the Zagreb event DK Home presented by A1, which will take place at the Zagreb Summer Stage Tuškanac on June 14 and 15.
– Many companies and brands take pride in their tradition, using it as an integral part of their communication strategy. However, if they remain exclusively faithful to their heritage, placing tradition in the foreground while neglecting necessary changes or alignment with market trends, they risk inefficiency and uncompetitiveness in the modern consumer environment. This panel provides us with a quality insight into the importance of a balanced business and communication strategy that effectively integrates a vision for the future and values that belong to the core traditions and history of companies and brands. Interestingly, innovations play a key role here, allowing brands to remain true to their roots while also meeting contemporary consumer needs – said Zvonimir Seki, marketing director of Franck, responsible for developing innovation strategies that lead both domestic and regional markets.
Joining the discussion, alongside Zvonimir Seki, will be Nikolina Zečić, Director of Customer Experience Management, Marketing, Identity, and Communication at Zagrebačka banka and an expert in business strategy based on customer experience; Natko Beck, communicator of the year, influencer, and, as he describes himself, a talkative doctor who has brought science to social media and demystified it for his large audience; Ivan Šarić, television host, stand-up comedian, influencer, and marketing creative well-versed in brand communication trends. The conversation will be moderated by Vedran Sorić, an expert in strategic and operational leadership and a sales consultant who successfully debunks sales myths.
