Dr. Martina Olbert

semiotics brand meaning brand value meaning marketing culture organisational culture brand equity meaningful brands brand strategy martina olbertova cultural relevance brand management brands semiotika market research gap of meaning management organisations strategy meaning architecture brand growth cultural relevancy pop média branding cultural value marketing semiotics brand curation brand curator context brand context advertising valuation purpose meaningful growth future of brands future cultural irrelevance brand purpose brand leadership social change culture change social impact trust gillette narrative meaning measurement humanisation d&i management consulting business strategy creativity talent management leadership internal politics hr internal management inclusion diversity brand localisation business efficiency marketing efficiency matrix of human behaviour choice architecture behavioural science organisational architecture brand marketing brand alignment brand communication symbolic relevance marketing industry brand cultures fragmentation symbolic value scaling sense cultural friction semiotic manual holistic brands global brands in 2017 local relevancy global brands value creation end of global brands purchase behaviour post-truth post-factual age authenticity end of global planning in-store mental networks behaviour effectiveness sense roi increase retail innovation human mind brand communications strategie retail inovace lidská mysl účinnost význam konzistence nárůst roi mentální asociace brand komunikace in-store komunikace cultural branding brand insight creative execution brand governance future of marketing destination brand jersey national brand retail experience cultural strategy national branding destination branding brand experience brand semiotics brand direction fashion cultural research creative fashion marketing methodology marketing research information studies consumers brand universe people reality sign mythology market signage signifier ideology text cultural signs customers signified brand mentoring brand universum forum media 2013 market research industry future of research research integration martina olbertova consultancy dotsconnector popular myths in research research myths research in transition integrating research in marketing demythicizing research global market advertising branding relationship marketing marketing 3.0. marketing 2.0. consumer communities localization coca-cola global insight local insight crowdsourcing collaboration active consumers co-creation kofola experiential marketing globalization prosumers czech market b2c insight glocalization