Image

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
Psychology of motivational speeches
1 year ago

Psychology of motivational speeches

An article was published by Advances in Experimental Psychology in 2000, written by Mark Leary and Roy Baumeister. Leary today is a psychology professor at Duke University, Baumeister — professor of psychology at Florida State University. The article’s title: Nature and Functions of Self-esteem. Sociometer theory Shortly: the researchers stated that empty pumping of self-esteem is not only useless. It’s also dangerous.

Read More

Interview: Simon Mainwaring
1 year ago

Interview: Simon Mainwaring

Simon Mainwaring, author of the best-selling book We First: How brands and consumers use social media to build a better world will be speaking at Golden Marketing Conference in Poznań, Poland. He is a well-known brand consultant and public speaker, awarded The Most Influential Sustainability Voice in America by The Guardian.
Read More

Micro-moments — your new marketing strategy
1 year ago

Micro-moments — your new marketing strategy

Have you ever wondered what consumers should find on your website? Or what to write a blog article about, if content markteing is your preferred promotion strategy? Or perhaps you are sitting in front of an ad editor of Google AdWords or Facebook and wondering: how to seduce the recipient using such a small amount of text and image? If so, I have a great tool for you.
Read More

Gamification of loyalty program
1 year ago

Gamification of loyalty program

Imagine that a neighborhood coffee chain asks you to develop a loyalty program for their customers. The task seems simple, but the bumps start when you’re trying to determine the purpose of the program. For what is loyalty? Let’s start from the definition and then think about how to build it, using gamification mechanisms, among other things.
Read More

The way you think about customers matters
1 year ago

The way you think about customers matters

What would happen if your client found out what you really think of him? Or not even that, what if he just could look at the notes you have about him in your CRM system? Or could peek at the conversation you had about him in the company’s chat application? What would he learn about himself, about you and what would he think then?

Read More

Brand strategy – 5 questions that need to be answered
2 years ago

Brand strategy – 5 questions that need to be answered

I often advise clients on their marketing, and I do this for large companies like SONY as well as for small companies who are only just starting out on the market. What’s interesting is that, in both cases, the marketing people nearly always have the same problems. The scale of the problems is different, but the actual problems are the same. Whoever you are, sooner or later, you need a marketing strategy.
Read More

Storytellers’ Sunday: Neil Gaiman, The Sandman
2 years ago

Storytellers’ Sunday: Neil Gaiman, The Sandman

I’m sure you know the story of a boy in glasses who — on his birthday — learns from a mysterious guest that the magic is real. And that the boy — if he so chooses — can become the most powerful wizard in history. Accompanied by his magical owl he will embrace on a journey during which he will discover the true story behind his family. You know the name of the boy, right?

Read More

What’s in a name?
2 years ago

What’s in a name?

Your first name and second name have a certain power. In fact, they affect you and those around you more than you might think. They can make a difference to which job you choose, where you choose to live and …which type of marketing works on you. In this article, I will write about what psychology tells us about your relationship with your name.
Read More

Privacy and social media
2 years ago

Privacy and social media

When she walked into the hospital waiting room in Grand Rapids in Michigan State, she looked just amazing. You just can’t take your eyes off her slim figure emphasized by a pair of tight-fitting yoga trousers. It’s a lovely August day in 2013, you work at the hospital and you’re about to go home after your shift. Read More

I’m an introvert. How do I build my personal brand?
2 years ago

I’m an introvert. How do I build my personal brand?

You’re looking for work, but you’re an introvert? In a culture which is obsessed with the idea that every team must be “young and dynamic”, it can be difficult to build your personal brand on the basis that you prefer to do your own thing and be on your own. So you have to pretend to not be introverted, at least at job interviews. But does it have to be like that? People who are introverted actually have more going for them than one might think.
Read More