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Kada kompanija izvan Evrope posmatra tržište EU, ona često vidi samo regulatorni pejzaž kojim treba upravljati. Međutim, za evropskog potrošača i B2B kupca, slika je drugačija. Oni kroz prilagodjavanje evropskom sistemu vide pitanje karaktera.
Da bismo razumjeli zašto se strane firme, naročito one iz SAD-a i Azije, često suočavaju s deficitom povjerenja, moramo pogledati kroz ono što nazivamo „ogledalom mentaliteta“. Tokom ključne industrijske ere (1850–1930), SAD i Evropa su izgradile dva fundamentalno različita psihološka ugovora između biznisa i društva. Dok su SAD gradile „kulturu prilike“, Evropa je usavršavala „kulturu odgovornosti“.
Da bismo razumjeli frikciju koja nastaje kada globalne kompanije ulaze na evropsko tržište, moramo sagledati istorijsku arhitekturu samog rizika. Ovdje se ne radi samo o različitim pravnim sistemima; radi se o tome kako su dvije različite civilizacije odlučile definisati odnos između značenja dane riječi i nagomilavanja bogatstva.
Početkom 19. vijeka, dok se industrijska revolucija ubrzavala, Sjedinjene Države su napravile radikalan izbor koji će definisati njihov karakter u narednih dvije stotine godina. New York General Incorporation Act iz 1811. godine bio je više od običnog zakona; bio je to filozofski proglas. Uspostavljanjem ograničene odgovornosti, američki sistem je stvorio pravni štit koji je stajao između osobe i projekta.
Logika je bila vizionarska i pragmatična: naciji u usponu bio je potreban veliki broj onih koji su spremni rizikovati kako bi izgradili budućnost. Da bi podstakla ljude da grade željeznice i fabrike širom ogromnog kontinenta, država je odlučila da njihovi privatni domovi i reputacije ne smiju biti taoci uspjeha njihovih poslovnih poduhvata. Neuspjeh je efektivno postao roba, transakcija, stavka u knjigama i privremeni zastoj. Ovo odvajanje osobe od neuspjeha izrodilo je „pionirski duh“, gdje se bankrot posmatrao kao novi početak, a ne kao konačna presuda.
S druge strane Atlantika, a posebno u kulturnoj sferi DACH regije (Njemačka, Austrija, Švicarska), poštovao se fundamentalno drugačiji ugovor. Ovdje je koncept trgovca bio vezan za ideju časnog člana esnafa. Na biznis se gledalo kao na stub društvene stabilnosti, a ne samo kao na motor prilika. Decenijama duže od svojih američkih pandana, evropski vlasnici su poslovali pod principom neograničene odgovornosti. Ako biste pokrenuli posao, činili ste to zalažući cijelu svoju egzistenciju. Niste samo stajali iza svoje kompanije; vi ste bili kompanija.
To je stvorilo mentalitet u kojem zakon nije funkcionisao kao štit, već kao stub za koji ste vezani. Neuspjeh u poslu nije se smatrao hrabrim pokušajem koji nije uspio; bio je to duboki prekid društvenog ugovora. Bankrot je bio javno priznanje da ste prokockali povjerenje svoje zajednice. Tu vidimo porijeklo koncepta Verlust des Standes odnosno gubitka društvenog statusa koji je bilo gotovo nemoguće povratiti. U ovom kulturnom okviru, neuspjeh je ostavljao trajan trag, mrlju na reputaciji koja je mogla decenijama proganjati kredibilitet cijele porodice. To je osiguravalo da će se samo oni koji su spremni na potpunu odgovornost usuditi da vode.
Ova istorijska raskrsnica stvorila je dva različita arhetipa vodstva koji i danas dominiraju kompanijama, diktirajući kako se povjerenje gradi ili gubi tokom ulaska na tržište.
Američki „entrepreneur“ (preduzetnik) je katalizator. U ovom arhetipu, vrijednost pojedinca nalazi se u njegovoj viziji, brzini i sposobnosti prilagođavanja (pivot). Na preduzetnika se često gleda kao na osobu odvojenu od samog poduhvata; on je vozač vozila, ali on nije vozilo. Uspjeh se mjeri „izlazom“ (exit) odnosno momentom kada se poduhvat proda ili izađe na berzu, a osnivač prelazi na sljedeću inovaciju. U ovom modelu, nedostatak trajnosti nije mana, već dokaz agilnosti.
Nasuprot tome, evropski „inhaber“ (vlasnik/steward) je sidro. Njegova vrijednost leži u njegovoj trajnosti i percepciji nepomičnosti. Historijski gledano, Inhaber nije tražio izlaz, već je želio da ostavi nasljeđe. Njegova osobna reputacija i reputacija kompanije bile su, a često su i danas, neraskidive. To je razlog zašto najcjenjeniji evropski giganti, od Boscha preko Mercka do Siemensa, i dalje nose imena svojih osnivača. Za ove lidere, kompanija nije sredstvo za profit kojim se trguje, već manifestacija njihove lične odgovornosti ili Haftung.
Kada američka kompanija danas ulazi u Evropu, često nastupa sa narativom preduzetnika, slaveći brzinu i spremnost na brzi neuspjeh. Evropskom B2B partneru to često zvuči kao nepouzdanost. Oni ne traže katalizatora koji bi mogao otići za tri godine; oni traže Inhabera koji će biti tu i za trideset godina. Zbog toga je executive branding suštinski most povjerenja. On omogućava stranom vlasniku kompanije ili CEO da izrazi vrijednosti, misiju i strategiju te time dokaže da su isti uskladjeni sa evropskim vrijednostima.
Ovaj istorijski jaz u poimanju odgovornosti (Haftung) objašnjava zašto se globalne firme i njihovi evropski partneri često ne razumiju.
| Karakteristika | Američki mentalitet (Exit) | Evropski mentalitet (Haftung) |
| Primarni cilj | Profit | Stabilnost |
| Pogled na zakon | Granica koju treba optimizovati | Društveni ugovor koji treba poštovati |
| Liderstvo | „Vizionar“ (agent promjene) | „Garant“ (agent stabilnosti) |
| Neuspjeh | Tačka preokreta (Fail Fast) | Reputaciona kriza (Haftung) |
Kada američka ili azijska kompanija danas ulazi u Evropu, često dolazi sa „mentalitetom ograničene odgovornosti“. Žele testirati tržište, brzo rasti i možda se povući ako početni rezultati izostanu. Za evropskog B2B partnera, to izgleda kao nedostatak odgovornosti tj. nedostatak Haftunga. Oni vide kompaniju koja nije istinski vezana za svoja obećanja.
Tu executive branding prelazi iz marketinške funkcije u reputacioni štit. Na tržištu koje je historijski oprezno i kojem nedostaje povjerenja u strane multinacionalne kompanije, menadžment mora pružiti „ljudski dokaz postojanja“ (Human Proof-of-Life). Izgradnjom vidljivog, autoritativnog osobnog brenda, lider signalizira da iza pravnog lica stoji stvarna osoba koja je osobno usidrena u uspjeh i posljedice evropskog poduhvata.
Da bi vam vjerovali, morate usvojiti glas „Inhabera“. Morate pokazati da niste samo „menadžer za zemlju“ koji izvršava globalni skript, već lokalni čuvar koji razumije da je poslovanje u Evropi društveni ugovor. Vi ne otvarate samo kancelariju, već preuzimate odgovornost.
U agenciji VERA, pomažemo vam da uspostavite „evropsku garanciju“ u praksi, pomažući vašim stranim menadžerima da shvate da se u Evropi vidljivost bez osobne odgovornosti doživljava kao prijetnja.
U sljedećem blog postu istražiti ćemo kako je ovaj drevni koncept Haftunga evoluirao u moderne „regulatorne kapije povjerenja“ i kako je usklađivanje s aktima poput EU AI Act ili CSDDD zapravo moderna izvedba obećanja jednog „Inhabera“.
In the high-stakes corridors of European business, in recent years a strange contradiction has emerged. Historically, European leadership was synonymous with a certain "strategic invisibility", the quiet management of a company where the balance sheet was the only voice that mattered. But as we navigate 2025, the market has rewritten the rules of engagement.
The Presence Paradox: Silence as the newest liability in European business Share on XToday, a leader’s silence is no longer interpreted as modesty or focus; it is increasingly viewed as a lack of accountability or, more critically, a lack of relevance. We are witnessing the rise of the Presence Paradox: as the world becomes more automated, the premium on human authority has never been higher, yet the majority of European leaders are currently leaving that equity on the table.
The first phase of the digital executive era is over: almost everyone has a profile. The second phase, the era of the "executive voice", has barely begun. There is a specific irony in today’s boardrooms we can compare with classic businesses: managers who would never dream of leaving a physical storefront empty for years are perfectly comfortable leaving their digital storefronts completely hollow. The problem being that executive personal branding is simply not yet being seen as part of the business and communication infrastructure.
In the UK, which we can see as an indicator for European governance trends, 85% of FTSE 100 CEOs now have a LinkedIn profile, a staggering jump from just 12% in 2023. This sounds like progress, but it is merely the acquisition of the "land." When we look at the broader C-Suite, specifically the CFOs, the gap becomes a chasm. While 85% of these financial guardians have claimed their profiles, only 32% actually use them to speak.
For a senior manager, this represents a classic market inefficiency. The "shelves" of digital authority are technically claimed, but they are empty of insight. If you are a CFO or a COO who begins to articulate a clear perspective now, you aren't fighting for space in a crowded room. You are walking into a vacuum. The fact is that this silent majority creates a unique opportunity for those willing to lead. You are not competing with 100% of your peers for the attention of investors and talent; you are competing with the small fraction who have realized that a profile is not a static resume but a pipeline of trust that works for you even when you are not in the room.
In general, in the European context, visibility is not a global standard; it is more a cultural calibration. This is why is extremely important to have this in mind when approaching European companies and not to apply some kind of "Silicon Valley model" to a market like France, or a "London-centric" openness to the DACH region. Visibility without cultural context only creates noise, especially in Europe.
When we look at the density of CEO profiles across the general business population, the cultural divide is clear. In France, for example, we see the lowest CEO density on LinkedIn (1.76%). In a culture that deeply prizes privacy and intellectual depth, being visible is a radical act of first mover advantage. In this environment, an executive who chooses to strategically communicate becomes a disruptor.
Conversely, in Switzerland and the Nordics, the density is the highest (5.48%). Here, visibility is no longer a differentiator, it is more a commodity. In these markets, the "presence paradox" shifts: simply being seen is not enough. To stand out, an executive must move beyond "being there" to offering higher-order strategic insights that reflect the maturity of the audience.
As you wouldn't enter a new market without a localized supply chain; you shouldn't enter the digital discourse without a localized voice. Whether you are breaking the silence in Paris or providing the signal over the noise in Zurich, your executive branding must be an extension of your market strategy, not a contradiction to it.
There is a growing quality gap in executive communication that high-level production cannot fix. As video becomes the dominant medium for executive communication, many executives have fallen into what we call the "uncanny valley" of corporate speak. They have traded their natural authority for the safety of a teleprompter, resulting in a presence that feels more like a legal disclaimer than a vision.
A 2025 analysis of DAX 40 leaders highlights this struggle perfectly. While more than half of German CEOs now use video, only 10 out of 40 successfully utilize recognizable storytelling. The average score for "natural acoustic presence" was a mere 61/100. The majority sound polished, professional, and entirely forgettable. They have removed the "human" from the "authority."
This creates a significant opening for someone who is ready to follow the path of the "anti-robot" approach. In an era where AI can generate a perfect script and a perfect avatar, unpolished authenticity has become the ultimate scarcity. Investors and employees are not looking for a movie star; they are looking for a human they can trust.
The competitive advantage in 2025 is not a better camera or a bigger PR team. It is the courage to break the teleprompter wall. When a leader speaks with a clear, personal, and human voice, they instantly outperform 75% of the top-tier executives who are still hiding behind a corporate script. It is possible to deliver a human and authentic message (even with when using teleprompter) without sounding like a written disclaimer.
Finally, we must address the most critical business driver for visibility: trust. In an era of economic volatility, silence is increasingly perceived as evasion. The 2025 Edelman Trust Barometer reveals a staggering 34-point trust gap in CEOs between those who feel the system is working for them and those who feel left behind.
When an executive remains invisible during times of change, they lose their social capital and become sort of "elite in hiding". Besides being a PR problem this is also a financial risk. Silence creates a vacuum, and in business, vacuums are inevitably filled by speculation, competitor narratives, or internal anxiety.
Strategic visibility should be used as a reputation shield. Active, human-centered communication creates a trust buffer that protects your company's valuation during a crisis. If the first time the market hears your voice is during a scandal or a restructuring, you have already lost the narrative. You cannot build a fire department while your house is on fire.
For B2B leaders, the logic is even more direct: 95% of decision-makers state that strong thought leadership makes them more receptive to sales outreach. Visibility is business development at scale. It ensures that when you walk into a room, or when your sales team does, the trust has already been established by the human authority you built while the rest of the market remained silent.
The data is unequivocal: the age of the invisible CEO has ended. The choice is no longer if you will have a presence, but how you will manage the paradox of being visible while maintaining your strategic communication.
At VERA, we don't build "influencer" profiles or chase viral metrics. We build executive Infrastructure and ensure that your visibility is a calibrated tool that supports your business development and protects your reputation.
Ušli smo u Eru velikog prosjeka. Tehnologija, globalizacija i, u posljednje vrijeme, generativna umjetna inteligencija (AI) podigli su osnovni nivo kvaliteta u B2B sektoru. Danas većina web stranica izgleda profesionalno, opisi usluga zvuče kompetentno, a stranice o korporativnim „vrijednostima“ gotovo svuda obećavaju integritet i inovaciju.
Međutim, kada je sve „dobro“, ništa nije izuzetno.
Rezultat je more istog: zasićeno tržište na kojem su konkurenti gotovo nerazlučivi u očima kupaca. U takvom okruženju, oslanjanje isključivo na korporativni brend više nije sigurna strategija; to je značajan poslovni rizik koji vodi ka komoditizaciji (pretvaranju usluge u običnu robu).
Ako želite znati da li je vaša firma zarobljena u Eri velikog prosjeka, uradite jednostavan „test naslijepo s logotipom“. Da prekrijemo logotip na vašoj web stranici i stranici vašeg glavnog konkurenta, da li bi potencijalni klijent znao ko je ko? Ili bi vidio istu generičku fotografiju i identičan, poliran tekst koji se može zamijeniti bez ikakve razlike?
Ako je odgovor ovo drugo, imate strateški problem. Rješenje nije u tome da korporativni glas bude glasniji, već u uvođenju jedine imovine koju vaša konkurencija ne može kopirati: karaktera i glasa vašeg menadžment tima.
Opasnost mora istog je u tome što ono nameće utrku prema dnu. Kada kupac ne može razlikovati dvije firme na osnovu vrijednosti, karaktera ili pristupa, jedini preostali filter je cijena. Izgledajući kao i svi ostali, vi nehotice forsirate rat cijenama.
Mnoge organizacije pokušavaju postići diferencijaciju putem stranice „O nama“ ili izjava o korporativnim vrijednostima. Ipak, u B2B sektoru širom Evrope, ovi elementi su postali šabloni. Integritet, fokus na klijenta, inovativnost.... to su danas samo osnovni uslovi za ulazak na tržište, a ne faktori razlikovanja.
Kada se oslanjate na generičke poruke, vi zapravo kopirate slabosti svoje konkurencije. Predstavljate sterilnu fasadu koja ne uspijeva uspostaviti vezu na ljudskom nivou. U kompleksnoj B2B prodaji koja uključuje značajne rizike, kupac ne kupuje samo uslugu; on kupuje partnerstvo. Mora znati ko stoji s druge strane ugovora. Skrivanje iza logotipa u 2025. godini predstavlja propust u upravljanju rizicima.
Ako su tekstovi, usluge i šabloni web stranica roba koju konkurencija (ili AI) može lako replicirati, šta preostaje?
Ljudska varijabla. Specifično iskustvo vašeg menadžment tima, njihova upornost, jedinstvena perspektiva na tržište i njihov glas. To je jedina imovina na koju konkurencija ne može kliknuti „Copy-Paste“.
Izvođenje vodstva u prvi plan brenda nije pitanje sujete niti stvaranje „influensera“. Radi se o izgradnji kritične tržišne infrastrukture poznate kao reputacijski kapital.
Ovo je dokumentovana ekonomska realnost. Akademska istraživanja koja analiziraju tržišnu dinamiku potvrđuju da reputacija menadžmenta djeluje kao „strateška nematerijalna imovina“ koja stvara snažne barijere konkurenciji. Podaci potvrđuju da na ključnim evropskim tržištima, poput Njemačke, do 64% ukupne reputacije kompanije direktno zavisi od percepcije ličnosti i reputacije njenog vodstva.
U svijetu zasićenom umjetnom inteligencijom, autentično ljudsko vodstvo djeluje kao biološki filter za povjerenje. To je vrhunski „dokaz života“ za jednu organizaciju.
Prelazak sa bezličnog korporativnog entiteta na brend vođen ljudima čini više od same diferencijacije; on ubrzava poslovni razvoj (business development).
Povjerenje je nova valuta evropskog B2B tržišta, ali povjerenje se ne gradi putem brošura. Ono se gradi kroz dosljedno i vidljivo liderstvo.
Kada lider zauzme jasan stav o izazovima u industriji, dijeli uvide bez direktnog pokušaja prodaje ili demonstrira jedinstvenu stručnost, on ne „objavljuje sadržaj“. On šalje signal kompetencije i smanjuje percepciju rizika kod kupca.
Ovo „misaono liderstvo“ (Opinion Leadership) daleko je efikasnije od tradicionalnog marketinga. Studija iz 2025. godine objavljena u European Journal of Management Studies pokazuje da menadžeri koji se pozicioniraju kao autoriteti u industriji vrše značajno jači uticaj na povjerenje klijenata nego reklamne kampanje.
Slično tome, istraživanja u Academy of Management Journal potvrđuju da reputaciju firme, neovisno o njenim finansijskim rezultatima, značajno oblikuje „lice firme“ (Face of the Firm).
Osobno brendiranje menadžmenta skraćuje put od pitanja „Ko ste vi?“ do odgovora „Vjerujem vam“. Ono osigurava da, kada potencijalni klijent konačno uđe u salu za sastanke, već bude sklon tome da vašu firmu ne vidi samo kao dobavljača, već kao visokovrijednog partnera.
Era velikog prosjeka je udobna, ali dugoročno nije profitabilna.
Ako se vaša strategija oslanja na skrivanje menadžment tima iza korporativnog logotipa, svjesno birate da ostanete samo jedna u nizu firmi u moru istosti. Prelazak na strateško osobno brendiranje menadžmenta je neophodna prilagodba za postizanje stvarne prednosti.
Postavite ljudsko lice ispred logotipa. To je najefikasniji način da vas prestanu upoređivati po cijeni i počnu birati zbog vrijednosti.
U današnjem poslovnom okruženju, osobni brending je sveden na igru brojeva fokusiranu na broj pratilaca, angažovanost i viralan sadržaj-posebno na LinkedInu. Dok influenseri na društvenim mrežama jure površne metrike, ozbiljni eksperti trebaju bitno drugačiji pristup: onaj koji je zasnovan na naučnom mjerenju i strateškim poslovnim rezultatima. Najnovija istraživanja donose revolucionarni okvir koji osobni brending pretvara iz nagađanja u kvantificiranu poslovnu disciplinu.
Studija iz 2025. godine autora Szántó, Papp-Váry i Radácsi označava prekretnicu u istraživanju osobnog brendinga. Za razliku od dosadašnjih pristupa, koji su se oslanjali na intuiciju ili marketinške koncepte, ovo istraživanje razvija prvu naučno validiranu Skalu vrijednosti osobnog brenda (Personal Brand Equity Scale ili PBES), pružajući poslovnim osobama konkretan alat za mjerenje i optimizaciju profesionalne reputacije.
Istraživanje rješava kritični problem u oblasti: nedostatak standardiziranih alata za mjerenje vrijednosti osobnog brenda. Premda brojne studije istražuju strategije osobnog brendinga, rijetke su one koje kvantificiraju stvarnu vrijednost stvorenu ovim procesima. Ovakav matematički pristup osobni brending "pretvara iz umjetnosti u znanost", nudeći ekspertima istu preciznost koju primjenjuju na ostale poslovne investicije.
Szántó, Papp-Váry & Radácsi (2025) studija koristila je kombinirani istraživački pristup koji nadmašuje površno anketiranje.
Tri dimenzije koje pokreću poslovne rezultate
Tri dimenzije se oslanjaju na šest mjerljivih atributa: vidljivost, kredibilitet, diferencijacija, online prisutnost, profesionalna mreža i reputacija. Ovi atributi tvore cjelovit okvir za procjenu i razvoj osobne snage brenda.
Strateški imperativ za dokazani osobni brending
Skala vrijednosti osobnog brenda otkriva ključnu činjenicu: uspješan osobni brending u biznisu zahtijeva istu analitičku preciznost kao i ostale poslovne investicije. Okvir omogućuje precizno mjerenje snage brenda, detektiranje prostora za napredak i praćenje rezultata kroz vrijeme.
Najvažnije, istraživanje naglašava jaz između samopercepcije i vanjske percepcije osobnih brendova; ta nepodudarnost često slabi brend i ograničava poslovne prilike. Korišćenjem naučno validiranih alata, eksperti mogu uskladiti razvoj osobnog brenda s očekivanjima industrije i poslovnim ciljevima.
Efekti premašuju pojedinačni uspjeh. Organizacije višestruko profitiraju kad njihova vodstva grade snažne osobne brendove koristeći dokazive metode. Kompanije s osobama koje ostvaruju visoke rezultate na PBES-u postižu bolju reputaciju, jače povjerenje i povoljniju poziciju na tržištu. To je poslovni argument za investiranje u strateški osobni brending, umjesto u povremene aktivnosti na društvenim mrežama.
Matematika osobnog brendinga poslovnim ljudima nudi put izvan površnih metrika prema mjerljivom poslovnom uticaju. Fokusiranjem na tri dimenzije i šest atributa iz ovog istraživanja, možete graditi autentičan osobni brend koji donosi konkretne rezultate. Epoha osobnog brendinga kao influenser teatra završava; počinje era strateškog, dokazivog osobnog brendinga vođenog rezultatima.
A guide by Vera Agency, a business strategy and communication agency based in Vienna.
In the inaugural episode of The VERA Shortlist, we open a discussion that every forward-thinking business leader must confront: how to be visible, credible, and ultimately chosen when artificial intelligence is now the first step in the customer journey.
The rules of engagement have changed. The entry point to your brand is no longer a website visit or a Google ad. It’s a curated answer from an AI assistant. And the gatekeepers of visibility? They are no longer just human but algorithmic.
This article outlines what your brand must do to earn a place in this new landscape, combining structured digital assets with authentic, human-centered branding—something we, at VERA The Fluid Agency, have embedded in all our strategic business consulting services.
Today, AI tools like ChatGPT and Microsoft Copilot play a central role in the discovery phase of a buyer’s journey. Whether we’re talking about B2B decision-makers or digitally mature consumers, one thing is clear: brands are being assessed before any human conversation happens.
According to the HubSpot State of Marketing 2024, 75% of buyers now use generative AI in the early stages of brand research.
These tools don’t just find content but they curate insights. They filter noise and prioritize clarity. They act like digital consultants scanning structured data, online signals, testimonials, media appearances, and even CEO interviews to provide a “shortlist” of recommended brands. This shortlist is not just informative - it’s decisive.
This shift is crucial for any company focused on EU market entry consulting, business growth, or international expansion strategies. If your business does not appear in that list, you are not simply behind but unfortunatelly you’re probably invisible.
Let’s be clear: classic SEO still matters. Keywords, backlinks, and load speeds are all important. But AI systems go further. They simulate human evaluation by looking at consistency, authority, and tone across platforms.
At VERA Agency , we help clients structure their content for both discoverability and strategic impact. That means:
These signals are now interpreted by AI tools as indicators of trust and relevance. As Google Search Quality Guidelines (2023) note, AI-driven engines assess brand consistency, leadership visibility, and cross-platform authority as part of their ranking criteria.
That’s why communication strategy services need to go beyond copywriting. They must architect alignment between what your brand says and how it behaves.
At this intersection of AI discoverability and emotional resonance, brands must hold a duality:
This combination is not optional but it is the core of strategic business consulting in the AI era. And it’s where too many businesses fail. They either optimize only for search, losing humanity or they focus only on brand story, missing the structural logic needed to be found.
We call this dual approach “Machine-Readable, Human-Memorable.”
Let’s break this down into the actual questions AI systems “ask” when choosing what to recommend:
If you’ve worked with us at VERA—whether on expanding into the EU, launching a new product, or refining your human-centered branding, you know we build this from the ground up. Each layer, from founder narrative to metadata structure, contributes to this machine-human synergy.
According to McKinsey & Co., 68% of purchase decisions in 2025 begin with an AI-generated shortlist. This means structured, multi-layered content is no longer a luxury but it is your brand’s passport to market relevance.
Once your brand is discovered, the human buyer steps in. Here, despite all the technological mediation, we return to something timeless:
People make decisions based on how your brand makes them feel.
Two questions dominate:
And this is where strategy meets soul. At VERA, we specialize in guiding companies through this tension - between technical optimization and emotional intelligence.
LinkedIn and Edelman’s B2B report (2023) revealed that 88% of B2B buyers say emotional confidence in a brand influences final decisions. It’s a reminder that strategy without empathy is sterile, and branding without structure is invisible.
This is where your future-focused business consulting agency becomes essential, not just for product expansion to EU markets, but for any brand aiming to survive and grow in 2025 and beyond.
Our work with small - mid size businesses, scale-ups, and international teams shows one thing clearly: The brands that win are those who integrate communication strategy with business strategy.
We call it fluid strategy for a fluid world - an adaptive, AI-era approach that evolves as fast as your customer’s expectations.
And this is why we created The VERA Shortlist video series: to explore, episode by episode, what this shift means in practice whether you’re entering the EU market, refreshing your brand, or leading a transformation from the inside out.
At VERA, our promise is to help you show up:
Let’s build brands that earn a place in both.
Sources:
Ideja da tradicionalni agencijski model više ne može zadovoljiti poslovne potrebe na tržištu koje se stalno mijenja bila mi je na umu već nekoliko godina. Nakon što sam ušao u svijet komunikacija prije više od 10 godina, fokusirao sam se na različita polja, uključujući influencer marketing, lični brend, upravljanje društvenim medijima i komunikacijsku strategiju. Najveći dio mog posla bio je s malim i srednjim preduzećima, koja se često suočavaju s najvećim pritiskom da ostanu konkurentna dok se kreću kroz brze promjene na tržištu. Ovaj blog post dijeli sirove sastojke misaonog procesa koji je doveo do razvoja koncepta fluidne agencije koji vidite danas.
I wow, vidjeli smo neke nevjerovatne promjene u posljednjoj deceniji. Sam uspon društvenih medija drastično je promijenio krajolik, a da ne spominjemo nedavne događaje poput AI. Radeći sa kompanijama sa malim timovima, našao sam se uključeno ne samo u njihovu komunikaciju već iu šire poslovanje. Napori marketinga i brendiranja imali su očigledan i često neposredan uticaj na stvarno poslovanje. Tokom godina sam iz prve ruke uverio šta znači biti primoran na inovacije da bi preživeo, a sve to dok sam imao na oku širu sliku.
Ova stalna potreba za inovacijama stvorila je potražnju za trgovcima koji mogu razumjeti širi spektar polja, izvan tradicionalnih specijaliziranih uloga. Na primjer, kada procjenjujete komunikaciju konkurencije, morate vidjeti dalje od njihovog kreativnog pristupa – morate razumjeti segmentaciju tržišta na koju ciljaju, inovativne proizvode ili usluge koje nude, ili čak strateški pomak koji čine sa svojom publikom. Tehnološki napredak sada zahtijeva da trgovci posjeduju sve veći skup vještina za povezivanje svih ovih tačaka.
Na komunikacijskom planu, pristupačnost, raznolikost i niska cijena AI alata omogućavaju svakoj kompaniji da proizvodi visokokvalitetan sadržaj. Čini se da svako može objaviti nekoliko uglađenih postova na društvenim mrežama svake sedmice, doprinoseći rastućoj digitalnoj buci koja nas okružuje.
Nedavna istraživanja pokazuju da su pojedinci izloženi od 4.000 do 10.000 reklama dnevno. Ovaj raspon uključuje oglase koji se vide na društvenim medijima, web stranicama, TV-u, radiju, bilbordima i drugim medijskim kanalima. Međutim, samo dio ovih oglasa zaista privlači pažnju, a studije pokazuju da se manje od 100 oglasa zapravo primijeti i obradi (izvor: Red Crow Marketing) (75Media).
U isto vrijeme, ulazimo u eru sve manjeg povjerenja, jer postaje sve teže razlikovati šta je autentično, a šta nije. Kompanije nisu samo pod pritiskom da dosljedno komuniciraju, već moraju i kreirati poruke koje grade trajne odnose od povjerenja. Porast deepfakesa, lažnih vijesti i obmanjujućih recenzija samo doprinosi izazovu.
Ipak, uprkos tome, znanje nikada nije bilo dostupnije. Samoobrazovanje je na vrhuncu svih vremena, sa stručnjacima koji nude inovativne usluge i slobodnjacima koji formiraju novu eru rada, negdje između tradicionalnih zaposlenika i poduzetnika.
Preduzeća, međutim, nemaju uvijek vremena ili stručnosti da probiju bogatstvo znanja i inovacija. Ovo otvara vrata za novi tip agencije – onu koja pruža strateške smjernice i povezuje poduzeća s pravim stručnjacima za podsticanje inovacija . Ove agencije se oslanjaju na timove u obliku slova T, sastavljene od stručnjaka sa širokim razumijevanjem različitih oblasti. Njihova snaga nije samo u identifikaciji mogućnosti, već i u nuđenju pristupa mreži kvalifikovanih profesionalaca, okupljenih u prilagođenim kombinacijama kako bi odgovorili na jedinstvene potrebe svakog preduzeća.
Ovaj novi tip komunikacijske agencije duboko je usađen u poslovnu stvarnost kompanije. Nudi širok spektar usluga kako bi se održao korak s brzim tempom inovacija, istovremeno pružajući kreativnu raznolikost angažovanjem različitih stručnjaka i stilova za svaki projekat. Ovo će neizbježno promijeniti prirodu stručnog angažmana, favorizirajući novu vrstu slobodnjaka koji mogu fleksibilno ponuditi svoje vještine, bez obzira na status zaposlenja.
Jedan ključni dodatak ovom konceptu je integracija talenta za internu komunikaciju — pojedinaca sposobnih da razumiju širu sliku i usklade eksternu komunikaciju sa poslovnim ciljevima. Ovi profesionalci u obliku slova T mogu premostiti jaz između odjela kao što su poslovni razvoj i HR, osiguravajući da komunikacija bude dosljedna i strateška na svakom nivou. Krajnji cilj je stvoriti komunikacijski tim sposoban da napreduje u svijetu vođenom inovacijama, pri čemu agencija igra stratešku, savjetodavnu ulogu.
Ovaj pristup je već godinama dio moje poslovne prakse, iako u manjem obimu. Radio sam s klijentima na njihovim komunikacijskim strategijama, obučavao njihove zaposlenike i angažirao vanjske stručnjake da popune praznine gdje je to potrebno. Mnogi od ovih klijenata sada upravljaju svojom komunikacijom interno, a ja povremeno služim kao strateški konsultant. Drugi su se oslanjali na mene za istraživanje tržišta i inovativne komunikacijske strategije kako bih im pomogao da ostanu konkurentni.
Ovi projekti su pokazali potrebu tržišta za ovim fleksibilnim pristupom , potrebu koja postaje sve jača kako tehnologija, posebno AI, nastavlja pokretati promjene. Svaki aspekt poslovanja se dovodi u pitanje – proizvodi se ponovo zamišljaju, poslovni modeli narušeni, a priroda posla transformisana.
Tokom svog vremena u ličnom brendiranju, primijetila sam kako pojedinci sada imaju priliku da izgrade svoje vlastite brendove i ponude širok spektar vještina tržištu na načine na koje tradicionalno zapošljavanje ne može parirati. Zašto bi agencija angažovala stručnjaka za jedan zadatak kada bi mogla okupiti tim sa potrebnom kombinacijom vještina za svakog jedinstvenog klijenta?
Kako gradimo povjerenje?
Ključno pitanje koje ostaje je povjerenje. Može li se vjerovati agencijama da pružaju prave strateške smjernice? Kako mogu osigurati da njihovi timovi koji se stalno mijenjaju isporučuju stručnost, lojalnost i diskreciju kada rade s brendom?
U konačnici, sve se svodi na povjerenje, koje će biti jedno od najvrednijih sredstava u novoj eri poslovanja i komunikacije. AI i druge tehnologije transformišu način na koji radimo i komuniciramo, donoseći prilike i izazove. Uspostavljanje povjerenja bit će kritično, a agencije će se morati fokusirati na izgradnju autentičnih veza od osobe do osobe, korak po korak. Vjerujem da će lična komunikacija menadžmenta, kako u javnom tako iu digitalnom prostoru, biti ključna za brendove koji žele napredovati u ovom novom svijetu.
Dok sam razmišljala o ovim temama tokom ljeta 2024. godine, naišla sam na Quantum Marketing od Raja Rajamannara , CMO-a Mastercard-a. Njegovi uvidi su mi duboko odjeknuli, jer se dotakao mnogih istih pitanja koja sam istraživala, od AI i blockchaina do povjerenja i etike. Knjiga je učvrstila moje uvjerenje da je tradicionalni model agencije zakasnio za ponovno promišljanje.
Sljedeći koraci...
Prije dvije godine počela sam raditi sa malom Montessori školom u Sarajevu, pomažući im da poboljšaju svoju komunikaciju. Zajedno smo eksperimentisali sa modelom fluidne agencije i uzbuđen sam što ću nastaviti da pratim ovu novu poslovnu avanturu u sledećoj godini. O tome ću više pisati u svom sljedećem postu.
U svijetu modernog poslovanja koji se brzo razvija, inovacija nije samo pojam – to je spas. Za komunikacijske agencije koje rade s inovativnim kompanijama, razumijevanje nijansi inovacija i međudjelovanja između različitih poslovnih polja nije samo korisno, već je od suštinskog značaja.
Ove agencije dubokog znanja su u mogućnosti da kompanijama koje žele da uvedu inovacije ponude priliku da bolje iskoriste ciljeve poslovnog razvoja putem strateškog brendiranja, marketinške komunikacije, ličnog umrežavanja i poslovnog pozicioniranja u širem smislu.
U ovom blog postu možete pročitati više o tome kako integrirani pristup može pomoći inovativnim kompanijama da definiraju i slijede svoje poslovne ciljeve izgradnjom jačih brendova, stvaranjem zanimljivog sadržaja i uspostavljanjem vrijednih industrijskih veza.
*ovo je slika generirana umjetnom inteligencijom
U svojoj srži, inovacija uključuje uvođenje novih ideja, proizvoda ili metoda koje pokreću napredak i stvaraju vrijednost. Za komunikacijske agencije to znači ostati u toku s najnovijim trendovima, tehnologijama i promjenama na tržištu. Na taj način mogu predvidjeti potrebe svojih inovativnih klijenata i izraditi poruke koje odjekuju njihovoj ciljnoj publici.
Na primjer, komunikacijska agencija koja radi s tehnološkim startupom koji razvija rješenja vođena umjetnom inteligencijom mora razumjeti ne samo samu tehnologiju, već i njene potencijalne primjene u različitim industrijama. Stoga mora imati širok spektar znanja u nekoliko oblasti, uključujući najnovije industrijske trendove i razvoj.
U prošlom članku smo se dotakli teme "T-profesionalaca" - stručnjaka koji poseduju duboku ekspertizu u određenoj oblasti (vertikalni potez T) dok takođe imaju široko razumevanje drugih disciplina (horizontalni potez T). Ovaj jedinstveni skup vještina posebno je vrijedan u navigaciji kroz složenost inovativnih kompanija.
Duboka stručnost koju donose profesionalci u obliku slova T omogućava im da se istaknu u svom specijaliziranom polju, bilo da se radi o brendiranju, kreiranju sadržaja, digitalnom marketingu ili odnosima s javnošću, dok također imaju solidnu bazu znanja u drugim područjima kao što su tehnološki trendovi, promjene na tržištu ili poslovni razvoj. Ova dubina znanja osigurava im da svoje zadatke izvršavaju s preciznošću i visokim kvalitetom.
Na primjer, profesionalac u obliku slova T sa iskustvom u tehnološkom razvoju može kreirati kampanje zasnovane na podacima koje efikasno ciljaju određenu publiku. Ne samo da su svjesni najnovijih tehnoloških dostignuća i tržišnih trendova, već imaju i temeljno razumijevanje ciljne grupe, njihovog načina razmišljanja, konzumiranja informacija i komunikacije.
Isto važi i za digitalne trgovce sa jakom poslovnom pozadinom. Neko ko razumije izazove s kojima se kompanije suočavaju prilikom osiguravanja financiranja ili širenja na nova tržišta moći će "uskočiti u njihove cipele" i samostalno razmišljati nekoliko koraka unaprijed. Ova vrsta usluge je od neprocjenjive važnosti za svaku kompaniju koja pokušava ostati ispred konkurencije. Prepuštanje dijela poslovnog i komunikacijskog zadatka agenciji koja može odgovoriti na njene stvarne potrebe, usidrene u sadašnje vrijeme i konstantno promjenjive tržišne okolnosti, usluga je koja će biti sve potrebnija na tržištu kojim dominiraju inovacije.
Učinkovito brendiranje je više od samog logotipa ili privlačnog slogana – radi se o stvaranju kohezivnog identiteta koji komunicira suštinu kompanije.
Za inovativne kompanije, njihov brend često utjelovljuje njihov pionirski duh i pristup koji razmišlja naprijed. Komunikacijska agencija koja to razumije može pomoći u oblikovanju brenda koji se ističe na prepunom tržištu. Rad sa takvim inovativnim kompanijama uključuje kreiranje narativa koji naglašavaju ove šire ciljeve i vrijednosti. Ovo ne uključuje samo tradicionalne elemente brendiranja, već i stvaranje priča koje očaravaju i inspirišu publiku.
Međutim, stvaranje snažnog identiteta brenda zahtijeva integrativni pristup koji usklađuje viziju rukovodstva kompanije s njenim komunikacijskim strategijama na mnogo dubljem i širem nivou. I to skoro na dnevnoj bazi. Ovo uključuje ozbiljno preispitivanje, ne samo sadržaja za komunikaciju, već i vremena i kanala koji se koriste. Za maksimalan učinak, ovi elementi moraju biti savršeno usklađeni sa svim poslovnim planovima. Osiguravajući ovu usklađenost, brend pruža konzistentno i jedinstveno iskustvo svojoj cjelokupnoj publici (ciljnoj grupi, potencijalnim partnerima, investitorima itd.), jačajući svoj identitet i vrijednosti.
Marketinška komunikacija je mjesto gdje se guma susreće s putem.
Radi se o isporuci prave poruke pravoj publici u pravo vrijeme. Za inovativne kompanije, ovo često uključuje edukaciju tržišta o novim tehnologijama i njihovim prednostima. Komunikacijske agencije igraju ključnu ulogu u ovom obrazovnom procesu.
Razmotrimo slučaj biotehnološke kompanije koja predstavlja revolucionarni medicinski uređaj. Komunikacijska agencija treba razviti sadržaj koji objašnjava funkcionalnost uređaja, njegove prednosti u odnosu na postojeća rješenja i potencijalni utjecaj na zdravstvenu zaštitu. To može uključivati izradu informativnih videa, detaljnih bijelih knjiga i angažiranje kampanja na društvenim mrežama koje demistificiraju složene koncepte i grade povjerenje kod publike.
S druge strane, ako agencija koja radi na komunikaciji ove inovacije ima fleksibilan tim sa pravim spektrom profesionalaca u obliku slova T, komunikacijskom dijelu neće biti potreban "interfejs" za povezivanje s poslovnim poljem; to će biti njegov sastavni dio. Zamislite da radite s agencijom u kojoj menadžer komunikacija koji je dodijeljen vašoj kompaniji također ima poslovnu pozadinu, iskustvo u inovacijama ili čak stručnost u vašem specifičnom polju. Ova osoba bi razumjela vaš poslovni put nekoliko koraka unaprijed i mogla bi prilagoditi vašu komunikacijsku strategiju na način koji predviđa promjene na tržištu, prati buduće tržišne trendove i priprema se za vjerovatne promjene na tržištu u vašoj oblasti.
U poslovnom svijetu, koga poznajete može biti jednako važno kao i ono što znate.
U želji da služimo inovativnim klijentima na brzom i bučnom tržištu, izgradnja i održavanje ličnih mreža unutar industrije može otvoriti vrata novim mogućnostima na potpuno novom nivou. Ovo je posebno tačno kada radite sa kompanijama koje često rade na vrhuncu svojih oblasti.
Marketing i brendiranje, posebno kada je u pitanju uvođenje inovacija, moraju biti lični. Previše je tekstova, web stranica i poslovnih koncepata generiranih umjetnom inteligencijom koji lebde internetom, stvarajući generičku masu koju je teško razlikovati, bez uzimanja u obzir ljudi koji stoje iza tih priča. Široka dostupnost AI i drugih tehnologija stavlja sve učesnike na tržištu u sličan položaj u pogledu njihove eksterne prezentacije i potencijalnih utisaka. Ako neko nema astronomski budžet za marketing i oglašavanje, fokusiranje na ljude može biti jeftiniji, autentičniji i efikasniji način da se svojoj kompaniji doda perspektiva diferencijacije.
Događaji umrežavanja, industrijske konferencije i profesionalna udruženja pružaju plodno tlo za uspostavljanje vrijednih veza i generiranje interesa za naše poslovanje. Na primjer, agencija koja radi s kompanijom za obnovljivu energiju mogla bi prisustvovati konferencijama o održivosti kako bi upoznala potencijalne partnere, investitore i vođe misli. Ove veze mogu dovesti do saradnje, medijskih prilika i novih klijenata kroz osobne veze i mogućnosti uključivanja u stručne rasprave sa velikim brojem stručnjaka iz industrije.
Ovdje ponovo vidimo važnost zauzimanja integriranog pristupa komunikaciji, gdje imamo duboko razumijevanje poslovanja i industrije s kojom se bavimo. Postoji toliko mnogo konferencija i poslovnih događaja, tako da je ključno identificirati one koji će zaista koristiti našem poslovanju, definirati ljude od interesa i pažljivo izrezati profesionalne lične brendove ključnih ljudi koji predstavljaju kompaniju.
Poznavanje najboljih tema koje nas zanimaju, našu dodatnu vrijednost i kako privući potrebnu pažnju moguće je samo integracijom znanja iz više oblasti u jedan sveobuhvatan i fleksibilan opseg usluga.
U svijetu u kojem nismo sigurni da li će ono za što se danas borimo za inovacije uopće postojati ili će biti jako zastarjelo za pet godina, moramo prihvatiti da jedna niša ili fokus industrije jednostavno više nije dovoljan. Čak i ako smo u toku sa promjenama koje se trenutno dešavaju u našoj oblasti, ako istovremeno ne držimo pri ruci „široko sočivo“, rizikujemo da propustimo poslovne prilike i naletimo na veće rizike.
Riječ "holistički" se previše koristi, ali je najprikladniji opis integrativnog pristupa koji zahtijeva komuniciranje inovacija. Ovo osigurava da je svaki aspekt javnog prisustva kompanije usklađen i sinergijski. Donosi objedinjenu razmjenu poruka na svim nivoima i osigurava da napori u vezi s brendiranjem i marketinška komunikacija uvijek budu jedan ili dva koraka ispred razvoja tržišta, odražavajući najnovije promjene u trendovima, tendencijama i načinu razmišljanja ciljne grupe.
Ova vrsta komunikacijskog pristupa, osim što je dio cjelokupne poslovne komunikacije, posebno je osmišljena na nekoliko nivoa da se bavi vezama sa ciljnim tržištem, potencijalnim investitorima, partnerima i saradnicima. Kada kreiramo savršen spoj ličnog pristupa kroz profesionalno brendiranje sa komunikacijom kompanije i pozicioniranjem na tržištu, možemo reći da činimo najviše da osiguramo i osvojimo svoje mjesto na tržištu i ostanemo konkurentni.
Ako uzmemo u obzir da doživljavamo najznačajniju ekonomsku revoluciju od industrijske revolucije, logično je i očekivano da se mora promijeniti i način na koji pružamo usluge. U prošlosti su trendovi razvoja tržišta bili predvidljiviji, a tehnološke mogućnosti sveobuhvatnije. Tada je bilo dovoljno informirati komunikacijsku agenciju o strategiji, trenutnim kretanjima i cjelokupnom poslovnom smjeru kako bi dobili najnovije usluge. U eri umjetne inteligencije, gdje se revolucionarna rješenja pojavljuju mjesečno, komunikacija mora kontinuirano uključivati samoregulirajući tok relevantnih informacija i sposobnost razumijevanja i procjene njihove upotrebljivosti.
U našoj agenciji u Beču, specijalizirani smo za pomoć preduzećima da integriraju svoje strategije komunikacije i poslovnog razvoja. Koristeći našu stručnost i uvid u industriju, osnažujemo naše klijente da izgrade kohezivne i upečatljive brendove koji se ističu na današnjem konkurentnom tržištu. Dozvolite nam da vam pomognemo da otključate puni potencijal vašeg brenda kroz moć integracije.
When we think of innovation, we often picture new business models or breakthrough technologies. While this is certainly true, sometimes innovation comes not just from rethinking products or services but from expanding into new markets. For many businesses, entering a new, more dynamic market offers unique opportunities to innovate and elevate their entire business strategy.
Expanding into promising markets is not merely about tapping into new revenue streams—it fundamentally transforms how companies innovate. For innovation to thrive, businesses need environments that support and encourage growth both financially and operationally. Moreover, the market itself must be receptive to change.
Smaller, less-developed markets can be challenging for innovation, as consumer demand and thinking are often less forward-looking. For companies with successful products or services, expanding to new, progressive markets can reinvigorate growth, providing access to innovative investors and a fresh pool of potential clients who think outside the box.
Innovation is crucial for the longevity of any business, especially those looking to remain competitive in a rapidly evolving global economy. However, established businesses often face challenges when trying to innovate in small, conservative markets. These challenges can hinder their ability to introduce new products, services, or business models, ultimately limiting growth potential. Conversely, expanding into larger markets, such as the European Union (EU), presents more opportunities for innovation and growth.
Smaller markets have a restricted consumer base due to several factors, including economic limitations, smaller population sizes, and cultural preferences that tend to favor established products over newer, unproven innovations. These constraints limit the potential demand for new, more innovative products and services. Even for products that are well-established locally, the costs of not innovating can be high. On the other hand, competition increases daily, and without innovation, businesses will sooner or later fall behind.
Conservative mindsets in smaller markets often make it even harder to innovate. Many smaller markets are inherently conservative when it comes to embracing new technologies or business models. Businesses fear that innovation could alienate their existing customer base, and with fewer potential customers to attract, the perceived risks outweigh the benefits. However, as generational change advances, the gap between old-fashioned approaches and new standards becomes more pronounced, and businesses must innovate to keep pace.
Larger markets are usually also more progressive markets and they tend to be more open to new ideas, making it easier for businesses to introduce new features or improvements. For example, Germany has been successful in fostering a culture of innovation, particularly in sectors like renewable energy and automotive technology, leading to faster adoption of new solutions. European consumers and businesses are generally receptive to new technologies, resulting in faster adoption and greater market penetration.
Smaller markets also tend to have fewer resources available for innovation, including limited access to funding, talent, and advanced infrastructure. With some exceptions, such as Estonia, Finland, Austria, and Singapore, smaller countries typically devote less of their budgets to innovation. In these cases, it's challenging for new or existing businesses to chart a path toward innovation.
Financial investors often avoid smaller markets for similar reasons—they cannot justify investments in markets with limited growth potential.
In contrast, the EU offers a wealth of resources for businesses looking to innovate, from skilled talent and advanced research facilities to substantial funding opportunities like Horizon Europe, which has a €95.5 billion budget for R&D and innovation from 2021-2027.
In conservative markets, regulatory frameworks can also stifle innovation. Bureaucratic hurdles and rigid regulations make it harder to bring new products and services to market, further discouraging businesses from pursuing innovation.
Although it is considered to be highly regulated, when compared with USA or China, in the EU, however, regulations are designed to encourage innovation while ensuring safety and quality. The EU’s single market facilitates the free movement of goods, services, and capital, simplifying cross-border trade and investment. Additionally, competitive pressure is a major driver of innovation where businesses are compelled to continuously innovate to maintain their edge.
Expanding into the European market presents numerous opportunities for innovation and growth. The EU, one of the largest economic zones globally, offers access to over 447 million consumers and a combined GDP of over €14 trillion, according to recent data from Eurostat in 2023. Within this expansive market, Austria—and specifically Vienna—stands out as a prime location for establishing your company, attracting investors, and securing state funding.
Vienna, Austria's capital, is increasingly recognized as a center for innovation and entrepreneurship, consistently ranked among the top cities for innovation by organizations such as the Innovation Cities Index. Its strategic location at the heart of Europe makes it an ideal gateway to Western and Eastern European markets, with seamless connectivity via major transport links.
Austria's stable economy, highly skilled workforce, and vibrant innovation ecosystem make Vienna a fertile ground for businesses aiming to thrive. The city’s support structures—from the Vienna Business Agency to funding programs like FFG and AWS—offer companies the resources they need to succeed, particularly those in innovative sectors.
Expanding into Vienna is more than just entering a new market—it's about joining a thriving, innovation-focused community that values excellence. Whether you're a startup looking to scale or an established business seeking new opportunities, Vienna provides the resources, infrastructure, and collaborative environment to help your business grow and innovate.
Innovation isn’t limited to new technologies or business models—sometimes, the most impactful innovation comes from stepping into new markets. Expanding into a larger, progressive market like the EU, and specifically to Vienna, can be the catalyst for substantial business growth and development. Investing in Vienna means becoming part of a community that supports and drives innovation, providing your business with the best possible foundation for long-term success.
in the next articles we will dive deeper into this topic providing you with more detailed infromation how to take your next steps towards Austrian and EU market.
The idea that the traditional agency model can no longer satisfy business needs in an ever-changing market has been on my mind for several years. After entering the communications world over 10 years ago, I focused on various fields, including influencer marketing, personal branding, social media management, and communication strategy. Most of my work was with small and medium-sized businesses, which often face the greatest pressure to stay competitive while navigating rapidly shifting market trends. This blog post shares the raw ingredients of the thought process that led to the development of the fluid agency concept you see today.
And wow, we’ve seen some incredible changes in the last decade. The rise of social media alone has drastically altered the landscape, not to mention recent developments like AI. While working with companies with small teams, I found myself involved not only in their communications but also in broader business operations. Marketing and branding efforts had an obvious and often immediate impact on the real business. Over the years, I’ve seen firsthand what it means to be forced to innovate to survive, all while keeping an eye on the big picture.
This constant need to innovate has created a demand for marketers who can understand a broader range of fields, beyond the traditional specialized roles. For instance, when evaluating a competitor’s communications, you need to see beyond their creative approach—you must understand the market segmentation they’re targeting, the innovative products or services they offer, or even the strategic shift they’re making with their audience. Technological advancements now require marketers to possess an ever-expanding skill set to connect all these dots.
On the communication front, the accessibility, diversity, and low cost of AI tools allow every company to produce high-quality content. It seems everyone can post several polished social media posts each week, contributing to the growing digital noise that surrounds us.
Recent research indicates that individuals are exposed to anywhere from 4,000 to 10,000 advertisements daily. This range includes ads seen on social media, websites, TV, radio, billboards, and other media channels. However, only a fraction of these ads truly capture attention, with studies suggesting that fewer than 100 ads are actually noticed and processed( source: Red Crow Marketing)( 75Media).
At the same time, we’re entering an era of diminishing trust, as it becomes harder to distinguish between what’s authentic and what’s not. Companies are not only under pressure to communicate consistently, but they also must craft messages that build lasting, trustworthy relationships. The rise of deepfakes, fake news, and misleading reviews only adds to the challenge.
Yet, despite this, knowledge has never been more accessible. Self-education is at an all-time high, with experts offering innovative services and freelancers forming a new era of work, somewhere between traditional employees and entrepreneurs.
Businesses, however, don’t always have the time or expertise to sift through the wealth of knowledge and innovation out there. This opens the door for a new type of agency—one that provides strategic guidance and connects businesses with the right experts to fuel innovation. These agencies rely on T-shaped teams, made up of experts with a broad understanding of various fields. Their strength lies not only in identifying opportunities but in offering access to a network of skilled professionals, assembled in custom combinations to address each business’s unique needs.
This new type of communication agency is deeply embedded in the company’s business reality. It offers a wide range of services to keep up with the rapid pace of innovation, while also providing creative diversity by engaging different experts and styles for every project. This will inevitably change the nature of expert engagement, favoring a new breed of freelancers who can offer their skills flexibly, regardless of employment status.
One key addition to this concept is integrating internal communication talent—individuals capable of understanding the bigger picture and aligning external communications with business objectives. These T-shaped professionals can bridge the gap between departments like business development and HR, ensuring that communication is consistent and strategic at every level. The ultimate goal is to create a communication team capable of thriving in a world driven by innovation, with the agency playing a strategic, consultative role.
This approach has been part of my business practice for years, albeit on a smaller scale. I’ve worked with clients on their communication strategies, trained their employees, and hired external experts to fill in gaps where needed. Many of these clients now handle their communications internally, with me occasionally serving as a strategic consultant. Others have relied on me for market research and innovative communication strategies to help them stay competitive.
These projects demonstrated the market’s need for this flexible approach, a need that grows stronger as technology, especially AI, continues to drive change. Every aspect of business is being questioned—products are being reimagined, business models disrupted, and the nature of work transformed.
During my time in personal branding, I noticed how individuals now have the opportunity to build their own brands and offer a broad range of skills to the market in ways that traditional employment cannot match. Why would an agency hire a specialist for one task when it could assemble a team with the necessary combination of skills for each unique client?
How we build the trust?
The key question that remains is trust. Can agencies be trusted to provide the right strategic guidance? How can they ensure that their ever-changing teams deliver expertise, loyalty, and discretion when working with a brand?
Ultimately, it all comes down to trust, which will be one of the most valuable assets in the new era of business and communication. AI and other technologies are transforming the way we work and communicate, bringing both opportunities and challenges. Establishing trust will be critical, and agencies will need to focus on building authentic, person-to-person connections, one step at a time. I believe that personal communication from management, in both public and digital spaces, will be essential for brands looking to thrive in this new world.
While reflecting on these topics over the summer of 2024, I stumbled upon Quantum Marketing by Raja Rajamannar., CMO of Mastercard. His insights resonated deeply with me, as he touched on many of the same issues I’ve been exploring, from AI and blockchain to trust and ethics. The book reinforced my belief that the traditional agency model is overdue for a rethink.
The next steps...
Two years ago, I began working with a small Montessori school in Sarajevo, helping them improve their communications. Together, we experimented with the fluid agency model, and I’m excited to continue following this new business adventure into the next year. I will write more about that in my next post.
In the fast-paced world of modern business, innovation isn't just a buzzword—it's a lifeline. For communication agencies working with innovative companies, understanding the nuances of innovation and the interplay between different business fields is not just beneficial, but essential.
These deep knowledge agencies are able to offer companies seeking to introduce innovations the opportunity to better seize business development goals through strategic branding, marketing communication, personal networking, and business positioning in a broader sense.
In this blog post you can read more about how integrated approach can help innovative companies define and pursue their business goals by building stronger brands, creating engaging content, and establishing valuable industry connections.
*this is AI generated image
At its core, innovation involves introducing new ideas, products, or methods that drive progress and create value. For communication agencies, this means staying on top of the latest trends, technologies, and market shifts. By doing so, they can anticipate the needs of their innovative clients and craft messages that resonate with their target audiences.
For example, a communication agency working with a tech startup developing AI-driven solutions needs to understand not just the technology itself, but also its potential applications across various industries. Therefore, it must have a broad knowledge spectrum across several fields, including the latest industry trends and developments.
In the last article, we touched on the topic of "T-professionals" - experts who possess deep expertise in a specific area (the vertical stroke of the T) while also having a broad understanding of other disciplines (the horizontal stroke of the T). This unique skill set is particularly valuable in navigating the complexities of innovative companies.
The deep expertise that T-shaped professionals bring allows them to excel in their specialized field, whether it be branding, content creation, digital marketing, or public relations, while also having a solid knowledge base in other fields such as technology trends, market shifts, or business development. This depth of knowledge ensures they can execute their tasks with precision and high quality.
For example, a T-shaped professional with a background in tech development can craft data-driven campaigns that effectively target specific audiences. Not only are they aware of the latest tech developments and market trends, but they also have a thorough understanding of the target group, their way of thinking, consuming information, and communicating.
The same goes for digital marketers with a strong business background. Someone who understands the challenges companies face when securing funding or expanding into new markets will be able to "jump in their shoes" and think several steps ahead on their own. This kind of service is invaluable for any company trying to stay ahead of the competition. Outsourcing part of the business and communication task to an agency that can address its real needs, anchored in the present time and constantly changing market circumstances is the service which will be more and more needed in the innovation dominated market.
Effective branding is about more than just a logo or a catchy tagline—it's about creating a cohesive identity that communicates the essence of a company.
For innovative companies, their brand often embodies their pioneering spirit and forward-thinking approach. A communication agency that understands this can help shape a brand that stands out in the crowded marketplace. Working with such innovative companies involves crafting narratives that highlight these broader goals and values. This entails not only traditional branding elements but also creating stories that captivate and inspire the audience.
However, creating a strong brand identity requires an integrative approach that aligns the vision of the company's leadership with its communication strategies on a much deeper and broader level. And almost on a daily basis. This involves serious rethinking, not just of the content for the communication, but also the timing and channels used. For maximum impact, these elements must be perfectly synchronized with all of the business plans. By ensuring this alignment, the brand delivers a consistent and unified experience to its overall audience (target group, potential partners,investors etc) , reinforcing its identity and values.
Marketing communication is where the rubber meets the road.
It's about delivering the right message to the right audience at the right time. For innovative companies, this often involves educating the market about new technologies and their benefits. Communication agencies play a critical role in this educational process.
Consider the case of a biotech company introducing a groundbreaking medical device. The communication agency needs to develop content that explains the device's functionality, its advantages over existing solutions, and its potential impact on healthcare. This might include producing informative videos, detailed whitepapers, and engaging social media campaigns that demystify complex concepts and build trust with the audience.
On the other hand, if the agency working on communicating this innovation has a flexible team with the right spectrum of T-shaped professionals, the communication part will not need an "interface" to connect with the business field; it will be an integral part of it. Imagine working with an agency where the communication manager assigned to your company also has a business background, experience in innovation, or even expertise in your specific field. This person would understand your business journey several steps ahead and be able to adjust your communication strategy in a way that anticipates market changes, follows future market trends, and prepares for probable market shifts in your field.
In the business world, who you know can be just as important as what you know.
Looking to serve innovative clients in a fast-paced and noisy market, building and maintaining personal networks within the industry can open doors to new opportunities on a whole new level. This is especially true when working with companies that often operate at the cutting edge of their fields.
Marketing and branding, especially when it comes to introducing innovation, have to be personal. There are too many AI-generated texts, websites, and business concepts floating around the internet, creating a generic mass that is difficult to differentiate, without considering the people behind those stories. The wide availability of AI and other technologies puts all market participants in a similar position regarding their external presentation and potential impressions. If one does not have an astronomical marketing and advertising budget, focusing on people can be a cheaper, more authentic and more efficient way to add a differentiation perspective to their company.
Networking events, industry conferences, and professional associations provide fertile ground for establishing valuable connections and generating interest in our businesses. For example, an agency working with a renewable energy company might attend sustainability conferences to meet potential partners, investors, and thought leaders. These connections can lead to collaborations, media opportunities, and new clients through personal connections and opportunities to engage in expert discussions with a vibrant scope of industry experts.
Here we again see the importance of taking an integrated approach to communication, where we have a deep understanding of the business and industry we are dealing with. There are so many conferences and business events, so it is crucial to identify those that will truly benefit our business, define people of interest, and carefully carve the professional personal brands of the key people representing the company.
Knowing the best topics of interest, our added value, and how to attract the necessary attention is possible only by integrating knowledge from several fields into one comprehensive and flexible service scope.
In a world where we are not sure if what we fight to innovate with today will even exist or be heavily outdated in five years, we must accept that one niche or industry focus is simply not enough anymore. Even if we are on top of the changes currently happening in our field, if we do not simultaneously keep a "wide lens" at hand, we risk missing business opportunities and encountering greater risks.
The word "holistic" is heavily overused but is the most suitable description of the integrative approach that communicating innovation demands. This ensures that every aspect of a company's public presence is aligned and synergistic. It brings unified messaging on every level and ensures that branding efforts and marketing communication are always one or two steps ahead of market developments, reflecting the newest shifts in trends, tendencies, and the target group's way of thinking.
This kind of communication approach, besides being part of the overall business communication integration, is also specifically designed on several levels to address connections with the target market, potential investors, partners, and collaborators. When we create this perfect blend of personal approach through professional branding with company communication and market positioning, we can say we are doing the most to secure and win our place in the market and stay competitive.
If we consider that we are experiencing the most significant economic revolution since the Industrial Revolution, it is logical and expected that the way we provide services must also change. In the past, market development trends were more predictable, and technological possibilities were more comprehensive. Back then, it was sufficient to brief a communication agency about the strategy, current developments, and overall business direction to receive up-to-date services. In the AI era, where groundbreaking solutions emerge monthly, communication must continuously include a self-regulating flow of relevant information and the ability to understand and assess its usability.
At our agency in Vienna, we specialize in helping businesses integrate their communication and business development strategies. By leveraging our expertise and industry insights, we empower our clients to build cohesive and impactful brands that stand out in today’s competitive market. Let us help you unlock the full potential of your brand through the power of integration.