Marketing Strategy: Flight from Reality

Belgrade – April 23, 2007 – In the April issue of Ekonomist, Dejan Trpkovic, the founder of a marketing strategy consultancy firm Prodirekt describes the main reasons for the long-lasting success of Harley-Davidson.

The author points out that this venerable brand, despite the hard economic times and slump in the US sales, has managed to get back on its feet. Moreover, it is shown in the article how the new marketing strategy, implemented by Harley’s innovative management, expanded the target market for this motorcycle manufacturer, thereby solving one of the main risks that most brands with die-hard supporters face.

Read the full article in the Serbian language: “Marketing Strategy: Flight from Reality”, by Dejan Trpkovic, Ekonomist, April 23, 2007

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The Language of Brands

Belgrade – October 23, 2006 – The October issue of the leading Serbian business magazine Ekonomist featured the article by Dejan Trpkovic about the brands communication and importance of the consistent approach in developing marketing campaigns and product/service slogans.

The author of the article dubbed “The Language of Brands” takes the BMW customers’ discontent with the German car producer management decision to introduce the new slogan ““A Company of Ideas“ for their new campaign launched in the United States as a basis for explaining why changing and/or “playing” with slogans could often lead to poor sales results, and sometimes, to a brand demise.

Examples of good and bad communication messages and slogans are provided, while some world-wide campaigns are analyzed to determine whether and why they passed the test of time.

Read the full article in the Serbian language:“The Language of Brands, by Dejan Trpkovic, Ekonomist, October 23, 2006

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French Embassy Commends Prodirekt for Creating and Implementing its Communication Strategy and PR Services in Serbia

Belgrade, Serbia – March 23, 2005 – PRODIREKT announced a successful completion of the communication strategy for the French Embassy in Serbia. PRODIREKT, one of the leading communication strategy consultancies in Southeast Europe, was engaged during the period 2003-2005 to provide communication strategy and PR services for the French Embassy, while it was assisting the Serbian Government in the field of European integration.

PRODIREKT Leaflet for the Serbian EU Integration Office
PRODIREKT designed the series of publications and promotional material for the Serbian European integration processes (photo: Leaflet for the Serbian EU Integration Office)

Daniel Dobrovoljec, an overall project director, said: “We are very pleased with PRODIREKT’s professionalism, creativity and quality of work. The focal point of the PRODIREKT public relations services related to creative and production of the 12 publications for familiarizing civil servants and the public with the EU accession process. These publications cover EU Competition Rights, the Stabilization and Association Process, Project Cycle Management, Enlarged Europe, EU Regional Policy, Introduction to EU Law, the leaflets on the EU Integration Office, and on the Stabilization and Association Process and European Partnership.”

The successful completion of the PRODIREKT project was announced today in a joint press conference of France and Serbia, at which time the French Ambassador to Serbia-Montenegro, Hugues Pernet, and Head of the EU Integration Office, Radmila Milivojevic, confirmed their intentions to furthering the cooperation between France and Serbia in the European integration processes.