News

Podcasts Engage Audiences More Deeply and for Longer Periods

Podcasts or videocasts are not performance campaigns, and the results of these actions are not seen immediately. So how can a brand effectively create a podcast, staying true to best practices? The editorial team at aboutmarketing.pl invited our Strategy Advisor and PR Expert, Damian Jemioło, to discuss the role of podcasts in the context of […]

Once strategies were crafted over months, now brands are built in copy-paste fashion

In the world of marketing, the pace of change is staggering. Creating a marketing strategy used to take months, requiring precise analysis and an individual approach to each brand. Today, in the digital age, we observe a “copy-paste” trend, where ready-made solutions replace creative and in-depth approaches. Cultural phenomena now have a tremendous impact on […]

F**king Delicious, Fizi, Petarda or Sens? Different Worlds of Protein Bars

Are most protein bars still muscle-centric? Or have they long ceased to be aimed solely at muscular and strong guys? Find out what customers expect from protein bars. Background Our appetite for snacks is growing – whether it’s to quickly and conveniently satisfy a small hunger or to provide comfort. There’s no denying that the […]

Why are Charles III and Ozzy Osbourne the bane of marketing? On segmentation and generations

Segmentation is a peculiar matter. Based on simple assumptions, King Charles III and Ozzy Osbourne have surprisingly much in common. How should proper segmentation and targeting look? If you are a marketer, you probably know that defining groups like “boomer representative” or even “wealthy resident of England, 75-year-old male, living in a large house and […]

How to Effectively Market to Silvers? Discover the Secrets of Silver Marketing

According to data from the Central Statistical Office (GUS) – over ⅓ of people in Poland are over 50 years old. These are the so-called silvers. In other words, these are individuals who remain professionally active, enjoy life, and are often wealthier than younger generations. But how do you reach them? Together with the editorial […]

How to build a brand in a VUCA world?

Does a rapidly changing and unpredictable world present new challenges for brand marketing? Should we approach brand building differently today than in the past? Is it still worthwhile to use marketing tools developed decades ago? What should we rely on when everything is changing? Maciej Sznitowski, the author of the videocast Brandholik, invited our Founding […]

Effective marketing strategies: how to reach the Polish consumer?

An effective business and marketing strategy should be based on hard data, including information about the target group – accurately reaching potential consumers and clients. What are Poles like? How is Poland changing as a target group? How can Poles be segmented? How is business changing in Poland? Our Founding Partner, Dr. Krzysztof Najder, was […]

How visual impressions affect purchasing preferences: an analyzis of packaging

Did you know that consumers are 16% more likely to trust a cereal brand when the characters on the packaging look them straight in the eye? Learn how packaging influences consumer behavior. Product packaging serves not only the function of protecting the product, but is actually a collection of information that convinces the consumer to […]

Polish fintechs underestimate marketing – and that’s a mistake

Poland is an excellent market for fintech companies. Our domestic firms often achieve a global level in terms of solutions or UX. However, they underestimate marketing. Filip Beźnicki, in an interview for Rebiznes.pl, explains what fintechs can gain from marketing. “Marketing. This is frequently a very underestimated part of our business, and at a time […]

Are you preparing a communication strategy? Find out what customers really care about

Are you currently developing a communication strategy for your company? Learn about trends that will be important to consumers over the next 2–3 years. Stratosphere, in collaboration with NowyMarketing’s editorial team, has prepared a free webinar where we showcased the most critical issues for consumers in the context of communication strategy creation. With our free […]

It’s challenging to make an effective marketing strategy

Developing an effective marketing strategy is a real challenge. Krzysztof Najder, Ph.D. shares his insights on how to approach them and break conventional approaches for aboutMarketing.pl. “Formulating a strategy in a way that is accessible to the entire client team is definitely the greatest challenge. In building strategies, we often use relatively complex tools and […]

Defining new product categories: process and strategies

Are you planning to launch a new product on the market? You surely realise how significant a challenge this is. Learn how to analyse market needs and develop a strategy that can help create new product categories. Did you know that up to 90% of product innovations fail? And for various reasons. It could be […]

Cultural Marketing: How to Enter Foreign Markets

Watch the recording of our webinar “Expanding into Foreign Markets? Learn How Cultural Marketing Can Help You” and discover how to use cultural marketing effectively in international expansion. Krzysztof Najder PhD, explains in detail how to build a strong, recognisable brand in international markets through the analysis of values, consumer aspirations, and cultural trends. Gain […]

BrandPower: how to create a noticeable brand?

Watch the recording of our webinar “BrandPower – Learn How to Create a Noticeable Brand” and discover how Stratosfera’s BrandPower™ model helps brands become strong, credible, noticeable, and flexible. PhD Krzysztof Najder discusses in detail how to combine these elements to increase sales and strengthen the brand even in tough times. Benefit from expert insights […]

Culture is dilemmas: watch the recording of our webinar

Discover the DYLEMATA Model – the Key to Cultural Marketing.” Learn how the DYLEMATA™ model from Stratosfera analyses values, consumer aspirations, and cultural trends, which helped create the award-winning YES campaign. Krzysztof Najder, PhD, explains how to use cultural marketing effectively to build strong brands. Don’t miss this opportunity to gain valuable insights from experts. […]

Brands in the Trap of Uniform Image: Why Everything Looks the Same

Are all brands starting to look the same? In an era of globalisation and rapid technological advancement, brand diversity seems to be diminishing, with products increasingly resembling each other. What are the reasons behind this, and is there still room for uniqueness? Walking into an electronics store, it’s easy to see that most laptops, smartphones, […]

Generation Z – Evolution or Revolution in Marketing?

Generation Z is gaining significant attention in the advertising industry. Brands and agencies are striving to reach those born between 1997 and 2012. Although some older generations view Gen Z as a complete revolution, this isn’t entirely accurate. Zers share more with their millennial predecessors than one might think. Both generations value authenticity, transparency, and […]

The Price of Beauty. Where is the Cosmetics Industry Heading?

Just as in the times of great civilisations, all girls and women, as well as our parents and grandparents, cared for their skin and appearance. Nowadays, this activity has become even more significant for people – including men. Our Founding Partner, Krzysztof Najder, discussed the future of the cosmetics industry with journalists from the Hungarian […]

View your company through the eyes of your competition: how to deal with a crisis

How can you handle a crisis in your company, whether it’s related to your image or business operations? From a strategic standpoint, it’s valuable to look at your organisation from the perspective of… your competitor. Wojciech Herra invited our Founding Partner, Krzysztof Najder PhD, to discuss marketing strategy. Have a look at the interview with […]

The Hidden Potential of Symbol Meaning – How Semiotic Analysis Works

Cultural symbols – images, gestures, words – have rich, often inconsistent internal meanings. These internal variations make them seem more interesting, deeper, more engaging. The richness of meanings affects us, but generally, it is difficult to analyse them. The author of the text is Krzysztof Najder, P.hD. The article appeared in 2009 in the magazine […]

Poland as a Brand – A Few Words on Branding

I recall an incident where a representative of an organisation, whose image was handled by Stratosfera, sarcastically remarked, “You treat us like a brand of washing powder!” He intended it as a reproach, but we perceived it quite differently. In our view, the client was acknowledging that we had used solid, proven technology to solve […]

Psychographic Segmentations: From Soul to Pocket

Have you ever tried to build an advertising strategy for a product or brand? At first glance, it seems like a simple task. The product is given. Its properties, production cost, distribution possibilities, and the marketing goals of the manufacturer determine its potential buyers (target group). All you need to do is find a promise […]