Marketing strategies focus on brand identity and category growth

Marketing professionals highlighted the importance of brand identity and category understanding at recent industry discussions.

DAGO, a member of the ANACOT CAPITAL group, has developed a new shop-in-shop concept for Jägermeister. The design utilizes iconic brand elements, such as the specific bottle shape and a 3D printed stag head, to recreate a bar or club atmosphere at the point of sale. The installation incorporates wooden elements and integrated lighting within cardboard displays to evoke the brand’s characteristic serving rituals and consumer context.

At the Stratégie Fórum, experts discussed how brand growth relies on a deep understanding of market categories rather than technology alone. Michal Pastier of Darwin & the Machines and Beatrix Vojteková, CMO of GymBeam, presented the Slovak e-commerce company’s strategy. They emphasized that while AI and performance marketing are valuable, sustainable growth requires a brand to identify and exploit potential within growing market categories to reach audiences beyond their core demographic.