WHAT DOES MARKETING SCIENCE ADVISE SMALL BRANDS TO DO, AND WHY SHOULD THEY STICK TO IT?

23. 7. 2025 | 7 min read You have a great product, there's no doubt about that. People who try it come back to you. You have good reviews. But still, no one really knows you. How is that possible, and what can you do about it? This dilemma is faced by many smaller and emerging brands, writes Vojtěch Prokeš.

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 | 3 min read Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute.

CZECHS LIKE BRAND MASCOTS, BUT THEY DON’T CONVINCE THEM TO BUY

11. 7. 2025 | 4 min read Brand mascots are generally liked by Czechs in advertisements, but they don't usually convince them to buy, according to the results of a representative survey by MNForce.

SUMMER-FLAVOURED TV ADS: THE MOST SPARKLING REFRESHMENT FOR THE HOTTEST DAYS

10. 7. 2025 | 8 min read Hot summers are perfect for advertising all kinds of drinks and other refreshments. What advertising strategies do the most famous brands choose, and which summer adverts are the most appealing?

BREATHTAKING ADVERTISING: DINOSAURS IN AD SPOTS INSPIRED BY JURASSIC WORLD

7. 7. 2025 | 7 min read Eager dinosaur fans have just witnessed the premiere of the new film Jurassic World: Rebirth. This event has once again stirred interest in one of the most iconic film franchises of all time. Jurassic Park is not only a phenomenon for dinosaur enthusiasts but also an endless source of inspiration for the advertising industry. This is especially true when it comes to the impressive special effects that brought prehistoric creatures to life.

PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

1. 7. 2025 | 4 min read Broadcasters and marketers are offering more and more opportunities for creative brand integration into their formats. This brings a range of benefits for all parties involved, as shown by the research.

WHY A BRAND’S CSR REPUTATION SHOULD DETERMINE ITS USE OF AI

30. 6. 2025 | 4 min read Researchers test the extent to which a brand’s reputation for social good balances out the negative associations of using AI-generated ads

16 BRANDS ENTERED THE CZECH MARKET THIS YEAR, INCLUDING WOOLWORTH AND BLUKIDS

27. 6. 2025 | 5 min read In the first half of the year, 16 new brands entered the Czech market, dominated by fashion and gastronomy.

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 | 5 min read Success in summer requires more than just the right product. It is important to understand that people live differently during the summer. They move from their living rooms outdoors, spend more time away from home, and consume media differently. They think less, feel more, and shop much more impulsively. They respond to ads that evoke atmosphere and emotion, radiating authenticity, ease, and a natural connection to the summer feel.

COMING UP LATER: THE EYEWATERING COST OF DULL MEDIA

13. 6. 2025 | 2 min read Dull ads cost companies millions of dollars to achieve the same effect – now, new research to be presented today at Cannes Lions by eatbigfish’s Adam Morgan and Dr. Karen Nelson-Field examines and quantifies the silent drain on our budgets caused by dull media formats. Why dull matters As Adam Morgan explained at last year’s festival, most ads are dull. The whole lot of nothing that they make people feel costs real money – an average of £10m, according to a 2023 piece of work by Peter Field.

COMPANIES ARE BACKING OUT OF PRIDE SPONSORSHIP. INCLUSION IS BEING REPLACED BY FEAR OF POLITICAL CONSEQUENCES

8. 6. 2025 | 3 min read June, the month of LGBT+ celebrations, is much quieter than usual in the United States this year. A number of major brands have decided to withdraw or significantly reduce their sponsorship of Pride festivals and other events.

STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS

30. 5. 2025 | 2 min read Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success indicator for marketers, boosting both ROAS and sales.

THE STRONGEST FORCE IN MARKETING? CULTURE, SAYS MARCUS COLLINS

28. 5. 2025 | 4 min read Marcus Collins, author of For the Culture, introduced himself to the Prague audience. In his book, he argues that real cultural engagement is the most powerful tool for influencing human behaviour.

BRAND BATTLES: THE GREATEST DRAMA ON TV WITHOUT ACTORS – ONLY SLOGANS AND LOGOS

25. 5. 2025 | 6 min read We know their slogans by heart. The songs that underscore their adverts get stuck in our heads, and we recognise their logos on highway billboards even in thick fog. We are talking about brands that have managed to stand out and become etched in our memory through successful advertising. However, this often comes at the price of fierce competition. They tirelessly climb the rankings to reach the top spot — often two or three major brands battling it out. And so, there’s no choice but to pull out powerful weapons, such as television advertising.

COMMUNICATIONS SUMMIT ATTRACTS VISITORS TO THE “BIGGEST SPRING CONFERENCE” IN PRAGUE

19. 5. 2025 | 1 min read The theme of this year's Communication Summit conference is: Why should they believe you?!

APPLE REMAINS THE MOST VALUABLE BRAND. WHAT DO THE NEW RANKINGS SHOW?

16. 5. 2025 | 4 min read Since 2006, the value of the Global Top 100 has increased by more than $9.3 trillion and currently stands at $10.7 trillion.

BIG MISTAKES OF SMALL BRANDS: THE MOST COMMON MISTAKES IN PRACTICE

18. 4. 2025 | 8 min read What are the most common mistakes small brands make when they want to break through? Vojtěch Prokeš from Behavia talked about them at the Coffee and Marketing meeting.

FIVE HOLLYWOOD MOMENTS THAT MADE BRANDS UNFORGETTABLE

17. 4. 2025 | 5 min read Hollywood doesn’t just write film history—it also shapes the legacy of brands. These five iconic moments helped brands achieve record-breaking sales.