Within the course Integrated Marketing Communications, Academia hosted Tine Lugarič, co-founder and creative director at Trampolin and an experienced expert in brands and strategic communication. The lecture highlighted the importance of stories in marketing as a key element in shaping brand identity and communicating effectively with consumers.
Lugarič stressed that brands do not exist only in marketing plans but above all in consumers' minds – as feelings, experiences and thoughts people have about particular products or services. Students learned how important it is to create recognisable, authentic stories that attract attention in an increasingly saturated communication environment.
Examples of successful campaigns, the process of building brand identity and the role of creative approaches in solving business challenges were presented. The lecture inspired a lively discussion on the challenges and opportunities of the modern marketing environment.
Source: Academia (28. 2. 2025). Fotografije: arhiv Academie.
This English summary was produced automatically from the Slovenian report and is pending editorial review. Slovenska različica