Przewaga w erze AI: liczy się człowiek, nie narzędzie (Full Transcript)

[00:00:00] Speaker 1: A few moments later... Good morning. Good morning. Cezary Ziemiński. Jacek Kotarbiński. We decided to organize an event today. We are hosting a clickmeeting, although we don't know who is hosting who, are we hosting you on the screens, are you hosting us? Is clickmeeting hosting us? Is clickmeeting hosting us? And if we are already at the clickmeeting, then...

[00:00:38] Speaker 2: Technology.

[00:00:40] Speaker 1: Just a few words about this technology, because clickmeeting has a very interesting promotion for its potential future clients. Maybe I will take care of crypto advertising here. To everyone who doesn't have a clickmeeting yet, we will offer a 30% discount on one small condition, that they will buy a new annual account. And we start with our topic today. Jacek, about the advantages. Since we don't have all the questions yet, I see a lot of welcomes. We welcome you too. First of all, we welcome you too, because I will ask you the first question. And I will tell you this. Does the competitive advantage, which will be the main topic of our meeting today, still exist? After all, everyone has the same AI tools.

[00:01:40] Speaker 2: Well, it certainly exists. It has always existed. And it will exist. Until the end of the world and even longer.

[00:01:49] Speaker 1: But how can I have an advantage over someone who prompts in the same way, receives the answer in the same way, and then even generates very similar messages?

[00:02:07] Speaker 2: Well, I have to tell you about this in Lixbus. And I will tell you about it in Lixbus, because it was a nice case yesterday. Imagine the following situation. A carrier brand announces a new direction. And its marketing specialist gets into artificial intelligence and introduces a prompt in the style You are a marketing person who is to launch a new carrier line and promote it in general. And you can assume that the vast majority of the answers will be very similar to each other. If this marketing specialist knows a few magic words from the marketing language, such as disruption, or blue ocean, or something like that. He knows and understands. He knows and understands. Therefore, of course, as I call it artificial intelligence, Marysia, Marysia will help him in this regard But it will not break certain schemes. It will not connect certain dots. What dots? Well, many years ago, there was a story that the PKS Gdynia bus, which was going from Gdynia to Hel, had number 666. It became a drama from this title. As I say, the holy camp turned on. Flixbus, hell, hell, 666, what are these associations? So this number was changed to 669. Yesterday I wrote on LinkedIn that it was probably such a move towards the art of love of Michalina Wisłocka, but smaller, right? And at this point we have a situation that Flixbus, yesterday there was such information Yes, if I'm not mistaken, the line is from Krakow to Hel with the number 666.

[00:04:16] Speaker 1: In addition.

[00:04:18] Speaker 2: They have a bus for free, in short, already internationally. Yesterday I used artificial intelligence to make a graphic of such a new Flixbus from Highway to Hell and with the number 666. It even turned out well. And in short, I can connect the dots, but I bet against the nuts that artificial intelligence would not fall for it. And this is going beyond the scheme, going beyond a certain type of standard and this is the main competitive advantage of a brand, a personal brand, doing something that others just didn't do.

[00:05:03] Speaker 1: And this is the main clue to this issue. I understand it a bit as that it is not technology that gives us an advantage,

[00:05:12] Speaker 2: but the way it is used. Yes, technology is a tool. Listen, artificial intelligence is above all a solution that is a defined tool. And just like people used to go from a fist to a hammer, they used to go from calculators to computers. Today they go from Excel to computing, analysis using artificial intelligence. It's just another stage of the tool, no matter how you look at it. We have somewhere

[00:05:45] Speaker 1: under the sound, you can hear it. I see there are first questions. Listen, we really want this conversation not to be such a regular webinar. It is not a regular webinar anyway,

[00:06:00] Speaker 2: and we won't turn on any presentation.

[00:06:03] Speaker 1: Yes, we won't turn on any presentation. It's not a story about us talking, you listening, but it's a story about interaction. And that's what ClickMeeting is for. It's a story about... Let's check why there is an echo. I think it's an echo. We need a moment of intervention of our technician. Maybe it's because of that. Guys, it's a story about interaction between us, that we want to deliver the value you need very precisely. And we don't play the role of Nostradamus and we don't want to guess it. So we are waiting for your questions. We are waiting for your real cases, your problems or challenges you are facing today. In the situation you are in, in the time you have to play it. So if we have... Oh, some say there is no echo. I assume the echo is gone. Guys, we really hope that there will be questions from you on our chat. And this conversation will be a really interactive and interesting journey.

[00:07:36] Speaker 2: Who will be the first to ask the question how to make a million in a weekend and not sweat? I know this way, I know, but you have to ask this question.

[00:07:45] Speaker 1: I don't see this question, Jacek. Listen, since we talked about the tool and we made a hook, starting with AI... In 2026, because we know it's not the algorithm that will build the advantage, but will it be built by our brand or its product? Is there a difference in strictly product marketing?

[00:08:18] Speaker 2: The difference is obvious. You can read about the difference between a product and a brand in any marketing textbook. But what is important and I keep mentioning it, is the personal brand. We have a lot of information today. In various places, social media channels, etc. Therefore, we have to be selective otherwise we will go crazy. Because a lot of information is also generated by AI and you can see it, right? Either on LinkedIn or on Facebook. Therefore, some people talk about such paradoxes that the content generated by artificial intelligence is created by itself and responds to itself. Therefore, social platforms, AI talks to itself, etc. It's a very deep simplification.

[00:09:23] Speaker 1: I'll stop you for a second, because we have some questions. How to earn a million?

[00:09:32] Speaker 2: How to earn a million in two weeks and not get sweaty?

[00:09:35] Speaker 1: No, listen, I'll tell you in 24 hours. A million euros? The question is very interesting. It starts with, do we believe? Do we believe? Do we believe in long-term competitive advantages? I'm sorry, I'm looking at the screen because I want to read it. Maybe stronger. Advantages forever. How to achieve it? We don't have to believe in it. Because knowledge and faith are in great contradiction. If we know something, we don't have to believe it.

[00:10:14] Speaker 2: Should I answer? Yes, I think this is the moment. Listen, there is no such thing as a long-term competitive advantage for one simple reason. If you do any business that you succeed in and start making incredible money in this business, there will be competition. They will also try to imitate this business. Unless your business will be very strongly protected by patents. But even if it is protected by patents, come to China, there are whole stores there. Yes, protected by patents. This is a different matter. I sometimes use the phrase, this is my patent, Palisade theory. You create things around the brand that will limit copying by competition. This kind of nuances. For example, this element is a personal brand. We can copy Steve Jobs, read what rituals he had there. But we will not be like him. He was unique. This is the key.

[00:11:34] Speaker 1: Although you steal identities, AI happens today.

[00:11:37] Speaker 2: You should feel sorry for the readers. Yes, but let's face it. This is building this advantage based on your own features that no one will copy you. No one will copy personal brands. In my opinion, this is also the key. Therefore, in the field of business and brands, it is so important to build a certain image of a personal brand. Some time ago I analyzed the 100 richest directly. The only personal brand that is very active in this community. You don't have to guess, Rafał Brzoska Impulse. Rafał Brzoska with the construction of a personal brand, which attracts much more attention in communities than Impulse. This is a very interesting example.

[00:12:28] Speaker 1: I think it's the same everywhere. I have never met anyone who posts on LinkedIn. For example, the CEO of a company on LinkedIn had a smaller range than the same content released from the brand account. A good example is Wedel.

[00:12:49] Speaker 2: Maciek Herman also works great here in this regard. At least on LinkedIn. Rafał Brzoska is present in everything. He is both in roles and on LinkedIn. He attracts attention. Maciek is more active on LinkedIn. You're right. I am very happy about this. You have to pay attention to one thing. This is confirmed by research. People who identify certain values with personal brands, transfer it to the brand. This is an important challenge. It also indicates a certain circle of honesty, responsibility, etc. This is the key. We are looking for this credibility. The amount of scam, combinations. I often say that marketing does not deceive people. People deceive by using marketing tools. There is so much of it. The personal brand, the CEO, the owner of the company, the creator, the expert, the influencer. It is an element that attracts attention. I will return to this thought from the beginning. We want to read or receive the content that this personal brand generates. All the noise we have in various media. We stop paying attention to it. We are interested in what this person has to say. This is the key.

[00:14:42] Speaker 1: This is very personal. I experienced it myself. I also started building my personal brand. I cooperate with Angelika Chinkowska. Greetings to her. I feel that she can watch us. I encouraged Angelika with the branding I prepared for her. She trained me a bit with LinkedIn. You have the term Rynkolenie.

[00:15:12] Speaker 2: This is your term.

[00:15:15] Speaker 1: This is my term. Don't be cringe. Let's get back to our questions and answers. Zofia asked if it makes sense to invest in your brand or better to invest in the brand of your internal influencers? This question escaped me. Okay, I'll answer right away.

[00:15:41] Speaker 2: You probably answered this question. There is one problem with this question. The question is who is the internal influencer. If the internal influencer is your husband, your wife, your daughter, then everything stays in the family. However, if the internal influencer is one, two, three or four employees, then I will say brutally. You always risk that this internal influencer will leave you at some point and make you a competitor. Therefore, it is better to invest in your personal brand or create it in such a configuration so that at some point you don't breed competitors. This may be a taboo topic, but often many companies fall apart for various reasons. These are often financial or relational reasons. And on the basis of these collapses, competitive companies are created. It's as simple as building a business.

[00:16:42] Speaker 1: I will add one more thing. 100% I agree with what Jacek said. I have a live case. We work for a client who has a very dynamic and very impactful person in his team. This person started to create a profile around the brand. A profile for a certain B2B group. It would be absolutely natural and the first move would be to take advantage of this person's dynamics, of her impact, of her characteristics, of the way she behaves in this brand. However, not many corporations will allow themselves to take such a risk as building their communication based on the protein element that is today and tomorrow is not there. I have a solution here. I recommended it to my client to create a format around this person, not to build this person. This is the solution and the answer. There is no problem with taking your two influencers, but build a format, not the participants of this format.

[00:18:02] Speaker 2: There is only one more observation. Do not confuse corporations with smaller companies or personal companies, with small organizations where there is just one face, the owner, etc. Why? Because in the case of a corporation, management is often simply commissioned management. The supervisory board chooses the management and this management is supposed to achieve certain goals. If it does not achieve these goals, the management simply changes. This is the truth. Therefore, the most sustainable value when it comes to personal brands are these founders, these are the creators who can be, for example, managers, but at some point they become supervisors or members of the supervisory board, because they want to control more than deal with such a typical operational management activity. It does not change the fact that they still remain the face of this brand, because it is their child. Every creator who creates any company, in fact, any value that this brand creates is simply a father, mother, creator, founder and this is the key.

[00:19:30] Speaker 1: Here, I will say right away, because we have an interesting question from Paulina. Paulina, I will try to read it in one breath. In this case, we have a situation. The brand has low awareness among its consumers, the composition of the product, the issue of advantages, where to look for these advantages, how to support the brand, what to focus on when building awareness among consumers. Is there any golden mean? Remember, sellers know us well, worse with consumers. What is the golden mean? I would ask this question a little differently. What is the golden mean to transport what the sellers know about our brand to the consumers of this brand?

[00:20:14] Speaker 2: Okay, listen, two things. Let's make a deal. This is such a brand management alphabet. Two key elements that are always. Brand awareness and brand positioning. Brand awareness takes place here in the head. If you have a high brand awareness among your sellers, you have to answer a simple question. What can you do to make this awareness of your brand exist in the awareness of your customers? And here you have a huge field to describe, because there are over 170 brand communication tools. And every day, you can say, others come. The second element is positioning. In what way is your personal brand associated? And now either by sellers or by customers. Because this perception, this positioning can be different. And here it is a bit more complicated. Because you can decide how this brand is positioned in the mind. However, you do not necessarily have a full influence on it. Let's make a deal. If you start fooling around too much in your rollers, tiktoks, social networks, trying to build an expert brand at the same time, or you start using cringe, the effect can be different. There are such examples.

[00:21:45] Speaker 1: I don't know if you remember. Man to mother, mother to man. I don't know if it was part of this program or something else. In the end, there was Mr. Wasowski, Mr. Szcześniak, trappers from nad Wisłą. And we once had a real situation with a client, where Wasowski was able to attend a PPM, pre-production meeting, in a large corporation, and say that the matter is serious. We need a comedian.

[00:22:16] Speaker 2: Yes, but we are entering a slightly different sphere. I always emphasize. Don't play cringe, because it's really hard fun. Unless you want to be Godel sisters. Don't play sexism, because it's really dangerous fun. However, have fun with humor. For example, I love black humor. I am also a hobbyist. It's a really difficult topic. Humor is one of the most difficult artistic arts. Every comedian, every stand-up comedian, every comedy creator will tell you about it. It's not that simple.

[00:23:01] Speaker 1: It's not that simple, but it's the topic I started with. It's a serious matter. Archetypically, looking at the situation, humor is not exactly a way of making fun.

[00:23:18] Speaker 2: You know that at a certain conference I got into trouble. Michał Sadowski, Brand24. Greetings. I was just showing certain archetypes. A personal brand, many years ago. Sadek, evidently, fit the archetype of a clown. I have the impression that Sala did not fully understand what I mean in explaining the archetype of a clown. She decided that I was offending him.

[00:23:49] Speaker 1: We once talked about archetypes and brands in this studio. Probably, even for sure, at the click meeting, if you search the archive, you will find my conversation with Dr. Zenon Dudek. Greetings to him. I hope he will visit us one day.

[00:24:06] Speaker 2: As long as he does not visit us now. Add personal brand archetypes to it. You will also have influencer archetypes on the fork. Now a lot of companies work with influencers in different nuances, in different categories. What I described in my monograph, Influencer Marketing, is that the archetype of the brand in which you operate was also archetypically adapted to the personal brand of this influencer. Then it kind of connects in a certain way. Using a practical example, if someone has a brand related to cooking, it will suit him Robert Makłowicz or Magdalena Gessler. It is worse with Robert Lewandowski. Greetings to Robert Lewandowski. I think Robert Lewandowski has already advertised everything. I always say that his manager worked hard on it. Robert Lewandowski is a mega influencer. He can afford certain things. However, there are personal brands that you do not know who they are in terms of communication. This is a good moment to interrupt you.

[00:25:34] Speaker 1: Do you know why? Because we have a very interesting question that will take us into a slightly different space. I will tell you right away. I do not read all the questions so publicly that you can hear what everyone asks.

[00:25:48] Speaker 2: I just wanted to say that we love you too. Because I do not read all the questions.

[00:25:54] Speaker 1: I do not read all the questions out loud. However, observing this stream with all the questions, I see that we have already answered some of them without asking them. In fact, Jacek answered. However, what came to me at the moment. Are the principles of building a personal brand identical to that of a business brand? I mean, the archetype, positioning. Oops, the video has run away.

[00:26:21] Speaker 2: What do you remember when building a personal brand? I know what's going on. Listen, the main principles of building brands are very similar to building a personal brand. We have this recognition, we have positioning, we have visual hammer. This is what Laura Rees is all about. Visual positioning, a lot of this type of thing. However, there is one essential issue that is very different and is important. A personal brand from a company brand or a product brand. A company brand or a product brand can be changed. If it is in a mess on the market, it can be changed. When it comes to a personal brand, it is your name and surname. Even if you change your name and surname, they will still associate you. I will go back to my influencer again. She described Polish personal brands there. They made a total cringe. It ended in a mess, a scandal. They disappeared from the market. This applies to many influencers. They didn't come back. This is the most visible on the influencer market. The influencer does something that ruins his personal brand. He immediately loses his cooperation. Brands react immediately. The second thing is that it is very difficult for him to come back later. It is not impossible, but it is difficult. No one wants to deal with him.

[00:28:17] Speaker 1: I noticed, I greet Iza, I noticed a question from my client. I'm trying to avoid the official consulting path. With an invoice at the end. You said it. Yes, I said it. Iza asked how to distinguish a real competitive advantage from a feature that seems unique only within the company. This is the first question. And what methods to verify if customers really perceive it as a value and are ready to pay for it. So we have a brand that sees some of its features.

[00:28:51] Speaker 2: I know what's going on. I know it all looks very simple. It's not that simple. But here we have 100 questions to. Question and answer. Talk to your clients. Get out of the jar. I sometimes use the phrase. You work in your companies, you sit in your jar. You don't feel this consumer empathy because you sit in the jar of your company. Informatics says it works for me. It's impossible. I sometimes use such a story. Many years ago, when, if I'm not mistaken, Amazon functioned in Great Britain. And the head of marketing came there for a meeting of the board. There were still people from trials, from this type of thing. She threw them a piece of paper on the table. And she said, our clients want the shipments to be delivered within 24 hours. And they were supposed to come up with it at that moment. Because she says, clients, the market wants it to be like that. Pay attention to what ...

[00:30:02] Speaker 1: In the case of Business Day, there was the biggest competitive advantage.

[00:30:04] Speaker 2: What is inside the company for you seems to be an advantage. You do, I don't know, SWOT. Strong sides, weak sides. What is always in these SWOTs for you. We have fantastic staff. Super staff. Only customers think differently. Because they call your information line, write emails, this type of thing. Get out of the jar and start talking to your customers. How can you start talking to your customers, Jacek? God, the question is the number of these customers. If there are a lot of them, do the research. There are thousands. If there are very few of them, invite them to the party. You will do a webinar. There is a lot to explore. You also have to take into account the fact that the declarative nature of customers is one thing. They will tell you that you are fantastic. But how they behave in reality is the second thing. In addition to the fact that you talk to them, you also have hard data. Regarding digital brands, there will be a famous churning. How it falls for you, the number of subscriptions increases. In analog brands such as FMCG, you will have how the rotation of products behaves. Let's make a deal. Analog brands, i.e. FMCG, semi-digital, such as washing machines, refrigerators, cars, smartphones. And digital brands, i.e. our applications. These are two completely different things.

[00:31:53] Speaker 1: Even three. Add services to it. I was also wondering how a client could, and I keep referring to the question of Iza, because I imagine that it is very easy to make a questionnaire among customers. Such a post-experience at the last stage of the customer journey, i.e. building the loyalty of our client.

[00:32:16] Speaker 2: With surveys, it is so that some will do it well, others will do it badly. Let's face it. That's why I always say, in the vast majority of cases, in the case of small companies, talk, observe what the comments are, what the reactions are on the Internet, what feedback you have. This is the key, plus the real behavior, i.e. the sales register, what it looks like. But I always say, do not try. I mean, do not try in the sense that when you start trying to make your customers a bambuco, sorry for the colloquialism, you have a situation that I often see, a post sponsored on Facebook. In general, we are great, we have the best offer of this, of that, right? Comments appear immediately. Cheaters, return my order. When will you send me my order? I haven't received my sweater yet.

[00:33:25] Speaker 1: I would quote Mr. Ogilvy, the father of advertising, who once said that if ...

[00:33:30] Speaker 2: Of course they delete it. What's the point of deleting it if new ones appear in a moment? So you will not avoid a situation in which people will not comment on your activity on the Internet. And here, again, finishing the topic, the second pebble to the basket. Listen to the competence of social media specialists. Today, the competence of social media specialists, I have already mentioned the social media managers, it is not that he will be doing rolls, simply uploading videos, making posts, he still generated it all with the help of AI. Among other things, this competence is the ability to manage communication with this type of comments, reacting to some trolling, reacting to hate and doing it, so to speak, with your head and in your day.

[00:34:19] Speaker 1: And even not necessarily the very ability to delegate this type of tasks is still a very desirable skill. However, remember that we have something like critical thinking. It is not a feature of most of humanity. It is worth going into shoes sometimes.

[00:34:38] Speaker 2: But artificial intelligence helps here. And that's very much so. In fact, check the credibility of this information.

[00:34:48] Speaker 1: Yes, or check, criticize. We can also do such a sparring partner with AI. I have a very interesting question from Łukasz. I will read. How can the premium brand scale sales and availability of products without losing the sense of exclusivity? Where, according to the state, so I understand that the real state will forgive us cheating, there is a limit between the increase and the dilution of the brand value? Where is the limit between the increase and the dilution of the brand value? So as not to enter the exclusive world, not to enter the inclusive world. I understand it this way.

[00:35:23] Speaker 2: Well, yes, but we don't know if it's a brand. Thanks, Łukasz. Okay, thanks, but I don't know if it's an analog brand, or a semi-digital one, or a personal brand. What kind of brand is it, in short? Because if we're talking about scaling. Wait, I have to reveal this secret. Reveal. Give this secret how to earn 1,024,000,000 and not get sweaty, listen. Because we touch this element of scaling. If we have a digital brand. It is really enough that someone will just make a simple game even. And someone will pay for it. One dollar or one euro. For lifetime use. And it will end up as a great base in the global network. I don't know. Donald Trump can call the bass. Who will write a nice game on their own. Or Elon Musk. Or BBC, which will mention Annie 666. Something like that. Within 24 hours, if you have a million downloads, you have a million dollars, euros, whatever you want. Minus 30% for the platform. This is the power of scalability. All the richest brands in the world today. Recently, another list has appeared. They are digital brands. Not raw material brands.

[00:36:51] Speaker 1: You don't even focus on this digitality.

[00:36:53] Speaker 2: Finding this line between diversification and increasing brand value.

[00:36:58] Speaker 1: Because in my opinion, this line lies in a kind of precision of communication.

[00:37:03] Speaker 2: Our meeting will create an amazing base on the Internet. We will say that ClickMeeting is a great application. Because it really is a great application. Within 24 hours, there will be 50 million downloads of such an application around the world. I suspect the value of the company will increase. This is the scalability of digitalization. With premium brands that are analog or semi-digital. Whether it concerns perfumes, cosmetics, laundry, refrigerators. It's just a matter of logistics. Pay attention to why Chinese marketplaces are playing us. Let's agree. This is because they have organized, scalable logistics in Europe. Europe does not have its own marketplace. There are local marketplaces. Amazon Prime is not only American. It is also American. I am back to Rafał Brzozki and InPost. I always believe that InPost at some point will lead to a certain scalability in Europe. Because this is such a story that I always ... Polish Post is the oldest Polish post. 120 years old. I constantly torture Rafał with such a case. I say, listen, there will be a season for Sicilian oranges in a moment. I would like to go to the website of the Sicilian producer of oranges. Where it will be written that the mafia does not sponsor him. Okay. I order this box from him. And in two days I have it in my package. Pay attention. I omit the entire logistics chain. Which simply creates a price. This farmer earns. I am satisfied because I have directly from the farmer. Imagine the situation now. Polish farmer. Kashubian strawberries, which will be in a moment. They can send their strawberries to Europe in this way. To Great Britain, to Spain. We have a completely different situation at the moment. And a different situation in terms of scale. But there must be a certain logistical infrastructure.

[00:39:44] Speaker 1: To put it briefly. I will come back to this scalability in a moment. To this exclusiveness versus inclusiveness. And the precision I mentioned. Thanks for developing this topic so nicely. I perceive this precision not only in the message itself. But also very often in the channel and carrier. The room. Once there was an interesting idea. I remember this brainstorming. As today. The client brought us as a benchmark. A video where someone just pees in the toilet. And there is some game, fun. There is a ball in the toilet. A drawn gate. And men can play with this ball. Absolutely attractive. Absolutely impactful. It was impossible to forget all these years. It is something that cannot be forgotten. It is impossible to see. It is impossible to see. Just imagine that in this way. A premium would communicate. And she would put such a connotation in the heads of her recipients. It's never just about range. It's never just about the message. It's about the weight. Evaluation. And precision in what you do. The work of a marketer is precise work.

[00:41:08] Speaker 2: I have already answered this question specifically. When it comes to the premium brand. There are more questions. This thought. Literally this morning. A cool girl who tells her story on TikTok. She started doing pottery. She started making mugs. She went with this idea to a course of the Office of Labor. She took a loan from the Office of Labor. When everyone was talking about their ideas. The lady who ran this course. She clapped. She said it was very cool. But when it came to her. She said, I guess you're kidding. Mugs, pottery. Forget it. You will go bankrupt for a year. The girl has been working for a year. She is doing great. She is doing great on TikTok. Because she feels it. She believes in her business. It works out for her. Mugs are premium. A mug costs 200, 300, 400 zlotys. I would rather not buy it. I would break it right away. Despite the fact that they are interesting. This premium brand is a craft brand. If she would fully personalize these mugs. She said, you will pay 400 zlotys for a mug. But I will do what you want. I will not repeat this pattern. You already have a single copy. If she would become a recognizable artist. Or an actress. Recently, it was the 100th anniversary of Meryn Monroe. Do you know how many gadgets Meryn Monroe used? You have premium brands. Premium brands that are unique. They are basically unrepeatable. This is the essence of the premium brand for me. It is not an art to create a premium brand. Because the price is 10 times. This is building value. Remember this all the time. The essence of marketing is building and commercializing values. And not making posts on Facebook.

[00:43:32] Speaker 1: Values can also be built by price. I will jump right here to a very interesting question. I have the impression that we have already answered it. I will read it anyway. What are the most common mistakes that cause a company to have a real market gap. But they can not transfer sales growth to a higher margin. And I would like to say right away that this high margin and sales growth match each other like five to the eye. Our sales growth, our larger earnings do not have to mean a larger margin.

[00:44:03] Speaker 2: I know what's going on. These are two elements. The first thing is whether it is a market advantage that you see in the jar of your company. Whether it is really a market advantage for the client. This is the first answer to this question. And the second thing is communication. Communication of values. If you say that our company is super beautiful and great. And it is not based on evidence. In short, marketing based on evidence. Building values based on evidence. Well, you have a roar, right? One of my favorite stories. Okay. There is a company that produces dog food. And there is a meeting of the salesman of this company, the marketing of this company, the management of this company. And the president comes out and says, listen, we have the best dog food in the world. Everyone claps. Yes, great at all. We have the best packaging. Yes, at all. We have great prices. Yes. We have the best marketing team, the best sales, the best management. Yes. And the president says, okay, tell me why we have the last place in the industry. And then there is silence. And some intern is speaking from behind. These are the fucking dogs that don't want to eat our dog food. This is the key. If you blame your customers for being stupid because they don't buy you, then start talking to them. What is it about? Is the communication of your value consistent with what your customers understand through this value? Consumer empathy. Marketing Miopia. Teodor Lewitt's 60th year. Professor Filip Kotr's 67th year. These are fundamental things. These are fundamental things related to the knowledge that marketing is creating and commercializing values.

[00:46:11] Speaker 1: We live in times when a community is being created around brands. This is probably a great place. By creating such a community, it can have a second bottom and a second value. In my opinion, this is a research value. We can see what is really said about our brand in our community.

[00:46:31] Speaker 2: We still have a few big ones. Our national Polish problem with business is that we still have very few companies that produce something. We mainly sell things that others have created. Or we offer services. And the heart of marketing is in production. Where a product is invented, where a brand is built from this product, where a certain value of this brand is built. I sometimes use this phrase.

[00:47:08] Speaker 1: This is a great comparison.

[00:47:09] Speaker 2: There is your treasure, where is your heart. Where there is a marketing of a company, where there is a boss of a product, there is the heart of the entire market system. If you have even large corporations in Poland that sell brands, products that have been invented on other continents, they are only positioned to people who are to manage this product. They do not create it in a certain way, they do not cooperate. And this is the key. However, at the level of small companies, a girl who makes various types of cups, she is the heart, she is the creator of this. She creates the market. And this is the most beautiful in all of this.

[00:48:01] Speaker 1: Speaking of introducing marketing into the product. There were such stories.

[00:48:06] Speaker 2: I remember such a car, from which Kia Soul came out. Nissan Cube.

[00:48:11] Speaker 1: Imagine that a car like Nissan Cube is being created. And this is a car called Love-Hate Relation. You can either love this car or hate it.

[00:48:20] Speaker 2: Greetings to Fiat Steelers users.

[00:48:23] Speaker 1: I'm sorry. It will cut out.

[00:48:27] Speaker 2: It will cut out, yes. But what do you call it?

[00:48:31] Speaker 1: Returning to the history of this automotive company. I can guarantee you that Nissan Cube or Kia Soul were not invented by the engineers of this company. This is a typical marketing approach. Giving the market something that will evoke emotions. I promised myself that I would not come to politicians.

[00:48:56] Speaker 2: Brands are emotions.

[00:48:59] Speaker 1: Brands are emotions. This is the basis of X brand.

[00:49:03] Speaker 2: The first system, the second system. Kaneman, read it. Kaneman received the Nobel Prize for discovering that we are not homo economicus. We are guided by emotions and also by rational elements. This is important.

[00:49:21] Speaker 1: A very interesting question about Banksy. A little bit from my backyard. Is it possible to build a personal brand incognito?

[00:49:30] Speaker 2: Sure.

[00:49:32] Speaker 1: The answer is in the Banksy question.

[00:49:35] Speaker 2: The owner of the Dino network. Banksy is a perfect example here. Of course yes. We have a pseudonym, we have various forms. Here is an example of Banksy.

[00:49:54] Speaker 1: This question answers itself. There is Banksy and there is also a question whether it makes sense.

[00:50:02] Speaker 2: Remember that most scammers also build brand incognito. Here is the key.

[00:50:13] Speaker 1: This is also very interesting. Banksy himself was created as a person of street art. This is the art that does not enter the gallery. It should be on the street, it is a bit contextual. Its moment of creation, performance is sometimes more important than the work itself. Here with Banksy, unfortunately, it happened. In my opinion, unfortunately. In the opinion of the world, probably unfortunately. It has become accessible and inclusive. He entered the gallery at some point. Now we can observe street art in galleries. Which is a bit of a threat from my personal point of view.

[00:50:47] Speaker 2: For me, the combination of art and business is something fantastic. Recently, there has been a discussion about artists. It probably reached some of you. That's why I always say, because this is the social value of the 5.0 brand. Combine important social elements with the defined action of the brand.

[00:51:15] Speaker 1: Here you look like a pyramid. Yes.

[00:51:19] Speaker 2: This creates a certain effect. This is more strategic than tactical. How to make a sales plan for a month.

[00:51:31] Speaker 1: We would like to go to the end. On the other hand, we would like to sit until the building is closed.

[00:51:36] Speaker 2: We start streaming łatwoganga. Now the collection begins.

[00:51:42] Speaker 1: How to approach building the brand's advantage in a small company, which has grown from a very personal pioneering stage, led by two owners. Today, about 15 people have joined the team. Is it worth overdoing it in such a situation? And consciously build the brand for the owners? To strengthen the company's position, its value and authenticity? Or rather focus solely on the company brand? Definitely yes.

[00:52:08] Speaker 2: Some people do not feel. They say, I do not know, look at the glass. Or what they will write about me in these social networks. Or I will be stupid. Listen, try. There are really a lot of people, workshops, various things, tools. You will learn, in short. Performances in front of the camera, presentations and so on. This can be trained.

[00:52:41] Speaker 1: Not even a direct answer to the question.

[00:52:44] Speaker 2: This is one thing. It is worth investing in it. However, the second thing. You have to find areas of interest. Something interesting that you will want to say. If you will say only that your company is cool. Sorry, who will want to listen to it? Who will want to listen to your ads all the time? Probably only the most persistent. Therefore, in my opinion, there is a lack of such personal brands in Poland. Creators, craftsmen, creators. Who are able to tell something cool about their business. I often refer to the brand of Piotr Kler. Greetings, despite the fact that we do not know each other. But the first ads of Kler were just such. Where the owner talked about his passion. Based on the fact that he likes to design, he likes to create furniture. Later, these ads were replaced with a typical product ad. Kler has such and such products. However, this is the key. You will talk about your business. As a kind of element of your passion. What you create. About the value you create. It will be interesting for others. You will find formats on YouTube. Today, when it comes to formats, YouTube shows it.

[00:54:21] Speaker 1: I would like to add a word here. I do not know if to add. I would use the word to integrate. This is a story about identity. This is a story about the identity of a brand. A person who cleverly, skillfully transports to his brand. In the world of AI.

[00:54:44] Speaker 2: In the world of AI. In a world where each of us will sit down to a tool. And he will prompt himself. As at the beginning of this story with this Flixbus. You will have answers. Which, in theory, everyone will have. However, you will not go beyond the scheme. You will not break certain schemes. You will not build your own personality. Of course, AI will help you in certain things. But your idea is the key. Because at this point you stand out from the rest. I recommend The Purple Cow by Seth Godin. The book is many years old. Read Godin, read Riss, Laura Riss. This is not scientific literature. It is popular literature. It is well formatted. Milena, do not focus only on the company brand.

[00:55:48] Speaker 1: You have to integrate everything nicely. How to build an FMCG brand? When we have very similar features to competition. A smaller budget. And we are currently losing on the market. This is a banker's conversation. All products are identical. Each of these brands communicates some uniqueness. Everyone asks that there are no celebrities.

[00:56:15] Speaker 2: It usually ends with two. FMCG is a triangle. Visibility on the shelf, distribution and advertising. If the brands are very similar to each other. Okay, let's take it. You are everywhere where you can buy this brand. You have the visibility of this product on the shelf. On the one hand, you can play with the name, play with the packaging. This is one thing. You can do what Oreo. FMCG brands are often repetitive. They do not look for a game with distinction. The famous case of real-time marketing. It has already been recorded in the history of marketing. Oreo is a nice cookie. It had this advertising campaign in the United States. To soak these cookies in milk. It seemed banal to us. The Americans were having fun. There was a Super Bowl final. Advertisement World Cup. The light in the stadium went out. Someone posted on Twitter. It's dark, you can even start matching in the dark. A key example of one of the first RTMs. It ended in a global base. Look for different kinds of interesting activities. You can move your emotions. Let's agree. Social media is an emotional game. Look for positive emotions.

[00:58:02] Speaker 1: You can also look for them in the product.

[00:58:05] Speaker 2: Have a marketing fan. Do marketing for the fan.

[00:58:11] Speaker 1: It is difficult to be a good marketer and not like your work at the same time.

[00:58:19] Speaker 2: Especially in companies. The president is the financial manager. The marketing manager comes to him. He says, Mr. President, there is an idea for such and such an action. The financial manager says, how much will we get out of it in a month? It is difficult to count the visual benefits. One of Kotarzyński's 50 Laws says. Conversations between the main accounting or the financial manager with the marketing area or the marketing manager. They resemble the negotiations of alien civilizations. You have to learn to talk to yourself. This is the key, it is difficult. Marketing must understand what is going on in this area of financial needs. Finance must also understand what marketing is about. Not on making flyers and posts on TikTok.

[00:59:34] Speaker 1: With great respect to you, to Jacek, to ClickMeeting, who is hosting us here today. We have to finish this meeting. Focusing on what we said here today. Listening to your clients. We will answer all the questions you asked in the chat. They will be sent to you. Everyone registered for this event. He gave his email address. Jacek and I will let you address such an email. But we can do it.

[01:00:15] Speaker 2: But let's not do it in 24 hours. We will not do it in 24 hours.

[01:00:21] Speaker 1: Let's give ourselves a week. Let's not give ourselves time. Holidays are on the weekend. Expect an email from us. You don't have to answer. If you read it, you will find out the answers to all the questions you asked today. We, as a continuation of today's meeting, which was supposed to be called Agri to Disagree.

[01:00:48] Speaker 2: It was supposed to last 24 hours.

[01:00:51] Speaker 1: It was supposed to last 24 hours. We, as a continuation, we will definitely meet again.

[01:00:59] Speaker 2: If you want a continuation, write that you want a continuation. It's best to write directly to the Glick Meeting management.

[01:01:09] Speaker 1: Listen, once again. Thank you very much. What's wrong is not us. We promise to improve. Expect answers to questions. Follow the Glick Meeting events. Follow us, Jacek Kotarbiński, Cezary Zieliński. How does an advantage become gold? How does an advantage become gold? We will develop this format even more. We invite you both to LinkedIn and to our other media.

[01:01:44] Speaker 2: And finally, the last sentence. Remember, sales and marketing have to cultivate intellectual sex. The fruit of this sex are supposed to be cool, juicy and valuable brands of a nice day. Thank you.