AmCham Slovakia


Branding and Marketing

Brands as new cultural institutions…

(by Pavol Minár)

Brands are a very important part of modern civilization. A brand magically transforms a commodity’s product attributes into symbolical values (Raymond Williams); it gives products a meaning, identity and difference; it changes mere consumption and its pragmatic utility into a signifier and signified full of meanings (Roland Barthes, Jean Baudrillard, James Twitchell, Jean Noel Kapferer); through a connection to archetypes, it brings deeper meanings into human lives (Carol S. Pearson); it takes part in the privileged social discourse (Kline, Jhally); makes visible and gives names to social codes (Douglas Holt, Clotaire Rapaille); and, in today’s world of disruptive technological changes and innovations, the brand is beginning to be one of the most significant signs of deep, groundbreaking, social and economic changes. Brands have stopped being a part of pure consumption and the economic world, they are becoming the initiators of change in the world (Thomas Kolster, Grant McCracken, Faris Yakob).

There is only one boss – the customer

(by Rudolf Sedmina)

The decisions we make in life are based on memories and experiences. The creation of positive memorable experiences is becoming the new battleground to improve customer value. How do companies operating on the Slovak market approach this challenge and which ones are winning over customers?

User onboarding – will they stay or will they go?

(by Mária Mačugová)

A business is doomed to fail if it alienates its users. Without a proper onboarding process this is exactly what happens; you’ll either have a lot of unhappy users, or they won’t know what you’re doing.

Future of retail – technology to accelerate change and the way we shop

(by Patrik Tomeš)

Shopping centers of the future will become just “centers” by reinventing themselves as mixed-use destinations and adding healthcare, educational and leisure uses, according to new insights from The Future Of Retail 2030, a series from CBRE.

It is not all about purchases

(by Viktória Margitová, )

The widely recognized definition of a customer journey is represented by a SEE-THINK-DO-CARE framework, which, as its name suggests, divides the journey into four main stages.

The white space is where your brand lives

(by Patrik Tomeš)

We focus on the assets that we believe make up our brand. Logo, color, imagery, messaging. Those things are certainly important; they contribute to the core of your brand understanding. But those pieces are only parts of the brand.

Brands need to know that “good is the new cool”

(by Patrik Tomeš)

Bobby Jones, youth marketing strategist and author of Good Is the New Cool: Market Like You Give a Damn, traveled the globe gathering insights in his quest to help brands understand the forces reshaping cultural identity in an era of new youth expectations. Jones expounded on his ideas at PSFK 2017 held recently in New York City.

AmCham 2017 Main Achievements

(by Patrik Tomeš)

We would like to highlight some of our achievements from 2017 as we continue to be your 1st choice business association in Slovakia. We are grateful for your membership as we acknowledge that none of the achievements below would be possible without your support.