Prologue 2008: New themes and lively discussions

Golden Drum 2008 began already on the 20th of May postson the webpage At first, only with a few posts by well-known authors, who were gradually joined by new younger »new European« authors and discussants. The prologue invites everybody, who would like to receive a free registration fee for the whole week event, only until the 20th of September.

The first theme about communication carries the title »Back to the Future«. The basic idea was created by Jure Apih, who contemplates whether market communication is really changing greatly because of technological changes. Domen Bajde sees the big changes and emphasizes that games are the new communication hit. Before, communication happened in the form of foreseen movies with a known scenario, but now the consumers do not want to be merely viewers but rather active participants. Rok Hrastnik also writes about the essential change in modern communication and exposes web search engines. Consumers can actively search what they are interested in and they do it whenever they want to and more frequently. We can not forget nostalgia and many authors agree that advertising is no longer as creative as it used to be, that it is simply getting more and more stupid. In contradiction with this, Martin Mole provides an excellent explanation why Cadburry’s gorilla is a super communication.

The second big theme of the prologue is the relationship with brand, which represent the core of marketing. Janez Damjan doubts that the relationship to objects can be so simply compared to the relationship to people and suggests the expression »Brandship« instead of »Relationship«. Tose Arsov and some others do not have any doubts and believe in their relationships with brands. Giovanni Lunghi introduces the term »Brand-anschauung«, which also received some philosophical comments. The most attention was given to the post by Igor Arih who talks about the  design in the project

The jury, composed of Dr. Vesna Žavkar from the Ljubljana Faculty of Economics, Pietro Leone, CEO of the agency network GREY Group in our region and Philippe Boutie, Creative Director of the Paris agency LAMTAR, chose the wisest and most original writings. Their authors will appear on the stage of the Emerald Hall of Grand Hotel Bernardin in Portorož on Sunday afternoon, 5th of October, and earn a prize – free registration fee for the entire festival, worth 70 euro.

Ljubljana, 12 September, 2008

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