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About Paweł Tkaczyk

Branding strategist who makes his living by telling stories. Author of two best-selling books. "Brand inside and out" won Marketing Book of the Year 2011 award. Public speaker and trainer. Named one of the top 10 marketing personalities of Polish internet by largest Polish internet portal.
Latest Posts | By Paweł Tkaczyk
Persona — A Tool For Building Your Brand
1 year ago

Persona — A Tool For Building Your Brand

If you want your message to spread, if you want your brand to be a topic of many conversations, you have three platforms you can use to distribute your content. First, you can pay for advertising (paid media is the name we use). Second, you can do something awesome so the media and consumers will talk about that (we call this earned media, the buzz you deserve). Third, you have your own channels at your disposal: your website, blog, your newsletter or Facebook fanpage — if you manage to gather the audience this may be an efficient and cost effective way to get your message across (we call this owned media).

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Fixing The R In Public Relations
1 year ago

Fixing The R In Public Relations

Imagine you hear a knocking on your door in the morning. You open the door and see a smiling person whom you’ve never seen before. Without even saying hello the person — still smiling but the smile starts to appear fake — attaches a pin to your clothing (God, it’s so good you’re not wearing your pajamas) and says We noticed you are a respected person and you often walk around the neighborhood so we’ll give you this pin to remind people about our charity initiative — we provide political asylum to African foxes. Bye!

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This is not a system reboot
1 year ago

This is not a system reboot

Think of your favorite band, musician, writer. How much would you be willing to pay for the ticket that allows you to meet him (her, them) in person? But what if you learned that the meeting will take place in ten years — is it still worth it? Probably a little less, but still…

Now try to picture yourself ten years ago. Who was your idol back then? What books did you find interesting? If you were to pay big bucks to meet your idols, who would it have been? And what about your dreams from ten years ago? Did they change over time?

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Building Brand For Bloggers
1 year ago

Building Brand For Bloggers

Should blogger be present in all the social media channels? Would that make him or her more desirable partner for cooperation? The answer is more complex and requires us to answer a question: what’s the difference between building brand of a blog and building brand of a blogger?
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Marketing Trends 2016
1 year ago

Marketing Trends 2016

The list below does not contain things that are particularly new. It is rather an extrapolation (and consequences) of the things we’ve witnessed in 2015. But if you are serious about changing something in your marketing focus after the New Year’s Eve, the list of marketing trends 2016 will help you a lot.
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4 memetic strategies to make product more memorable
1 year ago

4 memetic strategies to make product more memorable

Every entrepreneur would love to see people standing in lines to buy his or her product. The first and obvious step towards this is of course offering a product or …
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Minimum Viable Audience
1 year ago

Minimum Viable Audience

Eric Ries popularized the concept of MVP – Minimum Viable Product. MVP is a product or service that is good enough that the customers are ready to start paying for it (it gives them return on investment), yet still needs some polish. But adding those finishing touches would require putting in effort (and often money) that a young ever-changing company cannot afford yet. Lean startup methodology says — in essence — make a quick-and-dirty prototype and start selling as soon as possible; if you produce and they come to buy, start improving. It is thus a great method for testing if the market is ready for what you are trying to build. But is it the one and only method?

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Content marketing strategy — the basic building blocks
1 year ago

Content marketing strategy — the basic building blocks

Imagine a billboard encouraging you to buy a new data plan for your mobile phone. Just pay 9.99 and enjoy unlimited gigabytes, no strings attached. All you need to do is call a toll free number displayed on the billboard and place your order. The billboard campaign is brilliantly executed — the poster is designed clearly, the number perfectly visible and the billboards themselves are placed in carefully selected spots.

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How to offer commercial cooperation when my blog has few visitors?
1 year ago

How to offer commercial cooperation when my blog has few visitors?

How do you talk to companies and offer commercial cooperation when your blog has only a few visitors? Because it’s new, we’re just getting started, it’s a niche subject… And yet there is a large group of advertiser who are primarily focused on your reach. How do you change their attitude?

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7 surprising steps towards social media strategy
1 year ago

7 surprising steps towards social media strategy

Those who begin their social media adventure often ask themselves: “How do I run a fan page?” Posing such a question limits your view on what you can actually achieve through social media. Let’s look at the bigger picture then. Let’s talk about social media strategy.

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