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Inspirations Minar is a consultancy boutique which helps companies, brands and their leaders with their marketing, branding, business, promotion, coaching and training. We assist companies and brands in finding their relevant market and lucrative business opportunities. We inspire them. We bring them a breath of fresh air. That way, their leaders can make well-informed decisions. Inspirations Minar combines vast experience...

Inspirations Minar is a consultancy boutique which helps companies, brands and their leaders with their marketing, branding, business, promotion, coaching and training. We assist companies and brands in finding their relevant market and lucrative business opportunities. We inspire them. We bring them a breath of fresh air. That way, their leaders can make well-informed decisions. Inspirations Minar combines vast experience…

Inspirations Minar combines vast experience with top-notch trainings. We can provide insights from data – data without insights are useless, after all. We always work swiftly because this world, which is in a constant state of flux, demands speed. Anyway, who says that strategy, consulting, branding and coaching have to take a long time?

The largest taxi service in the world, Uber, owns no cars of its own. The most popular media owner in the world, Facebook, produces no content of its own. Alibaba, a retailer whose worth is probably number one in the world, has basically no inventory. Airbnb, the top accommodation provider, owns no property. Robots and automation are entering spheres that were once thought to be out of their reach. We are hyperconnected with everyone; and yet, we long for direct human contact. Thanks to big data, we have more information available than ever before. But still, we feel we understand the world less and less – even though the number of scientists today is larger than the combined total number of scientists who lived until 1980.

There is something interesting going on in this world. Major changes, disruptions and black swans aren’t coming; they are already here. In these groundbreaking times of change, marketing, promotion and brand behaviour have to change as well. This is where Inspirations Minar comes in.

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Pavol Minár

“ONE OF THE BEST-KNOWN SLOVAK MARKETING EXPERTS”.

(STRATÉGIE MAGAZINE, KTO JE KTO [WHO IS WHO], SEPTEMBER 2017).

Over 21 years of experience in advertising, marketing, market research and the academic environment.

Experience with brands and clients in Slovakia, the Czech Republic, Romania, Slovenia, Austria, Ukraine, Bulgaria and more.

A keen reader of professional – and other – literature.

A trendspotter – an identifier and forecaster of social, consumer, advertising and marketing trends.

A laureate of Klinec, the Eurobest Awards prize and a runner-up for the Cannes Lions and Golden Drum awards.

More than 20 awards for marketing communication efficiency (Effie) in Slovakia, the Czech Republic and Romania.


An instructor in promotion and marketing at the Faculty of Marketing Communication, UCM Trnava, and at the Creative Academy.

He writes journal articles and runs a blog focused on advertising and marketing. He also holds lectures and leads workshops.


Products


Case study

A choice of campaigns and marketing interventions co-authored by Inspirations Minar.

2021 - TV spot Karička

In addition to the new marketing and communication strategy, we also created a creative brief for the Slovak lovebrand, supervised the creation of ideas and we were also in production.

In addition to the new marketing and communication strategy, we also created a creative brief for the Slovak lovebrand, supervised the creation of ideas and we were also in production.

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2021 - OCTAGO BRAND STRATEGY

We have created a brand and communication strategy for the Slovak B2B brand OCTAGO, which is dedicated to the construction of sports grounds and places for active leisure time. Movement matters. Life is movement.

We have created a brand and communication strategy for the Slovak B2B brand OCTAGO, which is dedicated to the construction of sports grounds and places for active leisure time. Movement matters. Life is movement.

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2021 - TOISON BRAND STRATEGY

We proposed brand strategy and communication strategy for the launch of the Slovak craft gin TOISON. We also created in the a communication visual design manual. The combination of beauty and pure gin power is fine-tuned in every detail.

We proposed brand strategy and communication strategy for the launch of the Slovak craft gin TOISON. We also created in the a communication visual design manual. The combination of beauty and pure gin power is fine-tuned in every detail.

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2021 - OLÚP Employer branding strategy

Employer branding and recruitment campaign based on one of the seven basic plots: Overcoming the Monster. With OLÚP we tell the story, that OLÚP employess are superheroes helping people to overcome the monster of addiction. Campaign gained lots of attention among profesionals.

Employer branding and recruitment campaign based on one of the seven basic plots: Overcoming the Monster. With OLÚP we tell the story, that OLÚP employess are superheroes helping people to overcome the monster of addiction. Campaign gained lots of attention among profesionals.

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2020 - Elections 2020

Our knowledge of Slovakia and the people of Slovakia enabled us to predict the results of the February elections (Trend, February 2020) and subsequently to comment on them (TA3, March 2020). Rozhovor na www.etrend.sk na stiahnutie. https://www.ta3.com/clanok/1177732/nevydarene-volebne-kampane.html

Our knowledge of Slovakia and the people of Slovakia enabled us to predict the results of the February elections (Trend, February 2020) and subsequently to comment on them (TA3, March 2020).

Rozhovor na www.etrend.sk na stiahnutie.
https://www.ta3.com/clanok/1177732/nevydarene-volebne-kampane.html

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2020 - Nuttery brand strategy

For the Slovak brand of exceptionally tasty and exceptionally high-quality plant milks and Nuttery products, we have prepared a market mapping study, identified the most lucrative target groups, developed insights, brand strategy and prepared brand stories.

For the Slovak brand of exceptionally tasty and exceptionally high-quality plant milks and Nuttery products, we have prepared a market mapping study, identified the most lucrative target groups, developed insights, brand strategy and prepared brand stories.

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2020 - Karička brand strategy

We have prepared a new marketing and communication strategy for the Slovak lovebrand. Because Slovakia is traditional, it is also changing very dynamically. And Karička, it’s not just triangles in a round box. We also created creative brief, supervised the creation of ideas and we were also in production.

We have prepared a new marketing and communication strategy for the Slovak lovebrand. Because Slovakia is traditional, it is also changing very dynamically. And Karička, it's not just triangles in a round box. We also created creative brief, supervised the creation of ideas and we were also in production.

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2019 - Establishing strategic cooperation with agencies

In 2019, we started a long-term cooperation on several interesting projects with advertising agencies:

In 2019, we started a long-term cooperation on several interesting projects with advertising agencies:







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2019 - Phd.

In 2019, Pavol Minár defended his dissertation at FMK UCM in Trnava on the topic of socio-cultural history of advertising.

In 2019, Pavol Minár defended his dissertation at FMK UCM in Trnava on the topic of socio-cultural history of advertising.

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2019 - Strategies for new clients

Creation of marketing, communication and product strategy of the   brand for the global (EU + Scandinavia) B2B market with design and software of technological solutions. Development of marketing and communication strategy of the start-up brand  for the global (USA, NL, CZ, SK) B2B market with hiring and searching for IT professionals for companies and societies. Brand […]

Creation of marketing, communication and product strategy of the   brand for the global (EU + Scandinavia) B2B market with design and software of technological solutions.

Development of marketing and communication strategy of the start-up brand  for the global (USA, NL, CZ, SK) B2B market with hiring and searching for IT professionals for companies and societies.

Brand strategy and communication strategy for a new and strongly growing eshop with food from the eDelia brand.    

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2019 - Project for Zaraguza CZ and Nestlé, Czech Republic

New communication of the Kofila brand – From insight about a time that lacks originality and beauty, through an artistically limited edition and beautification of everyday life, to the profit of EFFIE.

New communication of the Kofila brand - From insight about a time that lacks originality and beauty, through an artistically limited edition and beautification of everyday life, to the profit of EFFIE.

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2019 - Project for Siemens Healthineers, Slovakia

Development and implementation of the Siemens Healthineers brand strategy with regard to the specifics of the Slovak market. The project also included the preparation, management, implementation and interpretation of a qualitative and quantitative research, which focused primarily on brand perception in specific target groups (B2B customers, IT students) and the entire population, as well as comparing […]

Development and implementation of the Siemens Healthineers brand strategy with regard to the specifics of the Slovak market. The project also included the preparation, management, implementation and interpretation of a qualitative and quantitative research, which focused primarily on brand perception in specific target groups (B2B customers, IT students) and the entire population, as well as comparing various attributes between Siemens Healthineers and other IT companies operating on the SVK market. The results of the surveys helped us to create a new communication strategy that differentiates the brand from the competition.

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2018 - PROJECT FOR THE ZARAGUZA CZ AGENCY AND ŠKODA AUTO, CZECH REPUBLIC.

How do you sell used Škoda cars to people who would otherwise buy used German cars or cheap new ones from Asian brands? By taking a cue from DDB’s Bill Bernbach and his creative revolution in VW and Avis, when he turned perceived negatives into positives – by telling people that the Škoda Plus subbrand […]

How do you sell used Škoda cars to people who would otherwise buy used German cars or cheap new ones from Asian brands? By taking a cue from DDB’s Bill Bernbach and his creative revolution in VW and Avis, when he turned perceived negatives into positives – by telling people that the Škoda Plus subbrand turns the perceived minuses (used, older car) into pluses: “Our cars aren’t used but warmed up well”. This strategy has proven to be highly relevant, successful and effective – the sales figures were great and the campaign itself won the silver EFFIE (marketing communication efficiency award).

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2018 - PROJECT FOR THE ZARAGUZA CZ AGENCY, STUDIO GO BIGNAME, AND SUNTEL, CZECH REPUBLIC.

This is a project where nothing becomes something – where a previously non-existent brand comes to being. For the Suntel brand providing Internet connection services, we identified a marketing and communication opportunity, and… you’ll find out more when the whole project is published.

This is a project where nothing becomes something – where a previously non-existent brand comes to being. For the Suntel brand providing Internet connection services, we identified a marketing and communication opportunity, and... you’ll find out more when the whole project is published.

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2018 - PROJECT FOR STUDIO GO BIGNAME AND CYKLODRESY.SK

Cyklodresy.sk, a successful Slovak retailer of cycling apparel and accessories, was about to expand to 6 foreign markets and needed not only a new name and visual identity, but also a new strategy, brand narrative and a new definition of its strategic business focus. That is the story of a brand called… Coming soon, when […]

Cyklodresy.sk, a successful Slovak retailer of cycling apparel and accessories, was about to expand to 6 foreign markets and needed not only a new name and visual identity, but also a new strategy, brand narrative and a new definition of its strategic business focus. That is the story of a brand called... Coming soon, when the new brand appears on the market.

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2017 - PROJECT FOR THE ZARAGUZA AGENCY AND DECODOM.

How do you reposition, refresh and rejuvenate a home decor brand and make it relevant, mentally available and close to a younger audience? The key is to connect it to a cosy atmosphere and to the emotion of home by making every single member of the household feel them when the brand comes home. And […]

How do you reposition, refresh and rejuvenate a home decor brand and make it relevant, mentally available and close to a younger audience? The key is to connect it to a cosy atmosphere and to the emotion of home by making every single member of the household feel them when the brand comes home. And we really mean that “every single member” seriously.

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2016 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY, A1, AUSTRIA, AND SIMOBIL, SLOVENIA

The Slovenian telecommunications brand Simobil needed a new strategy, architecture and narrative. We connected the brand to the current state of Slovenian culture, which is where we found a business and marketing opportunity for the brand: to become the archetypal provider of optimism and a positive set-up, which was crucial in the situation when the […]

The Slovenian telecommunications brand Simobil needed a new strategy, architecture and narrative. We connected the brand to the current state of Slovenian culture, which is where we found a business and marketing opportunity for the brand: to become the archetypal provider of optimism and a positive set-up, which was crucial in the situation when the country found itself in difficult economic circumstances.

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2016 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND THE DR. MAX PHARMACY CHAIN

A pharmacy can be a mere place to get your medicine, when the only place that matters is its location, or it can also become a place to go not only when we need a prescription medicine, but also to get advice and help, becoming a place where we can get not only top-notch professional […]

A pharmacy can be a mere place to get your medicine, when the only place that matters is its location, or it can also become a place to go not only when we need a prescription medicine, but also to get advice and help, becoming a place where we can get not only top-notch professional help and care, but also authentic and strong human empathy.

That is one of the parts of the new narrative of the Dr. Max brand, which defines the archetypal personality for the brand, creating the conditions under which it can succeed in fulfilling its sales targets in a market environment that combines major competition with commodity-based perception. Dr. Max thus combined physical availability (a large chain of pharmacies) with mental availability (if people need to go to a pharmacy, they think of one which promises empathy and care to them)

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2016 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY, TESCO AND 02.

Tesco Mobile needed to find a new business opportunity and a new marketing strategy. It became clear that usefulness and market relevance do not need to be in opposition to the humour and likeability of the brand.

Tesco Mobile needed to find a new business opportunity and a new marketing strategy. It became clear that usefulness and market relevance do not need to be in opposition to the humour and likeability of the brand.

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2016 - PROJECT FOR THE ZARAGUZA AGENCY AND NESTLÉ, PRAGUE

If you have a brand which is basically a national heritage, it is good that everyone knows it. However, due to that, everyone takes it for granted that it is, “unsurprisingly”, a part of all local stores. That is also why it gradually becomes mildly boring and unattractive, as it has “always been here”. Hand […]

If you have a brand which is basically a national heritage, it is good that everyone knows it. However, due to that, everyone takes it for granted that it is, “unsurprisingly”, a part of all local stores. That is also why it gradually becomes mildly boring and unattractive, as it has “always been here”.

Hand in hand with that, it is losing its value because for a number of years, its sales had been driven by price reductions. That was the situation of Studentská pečeť (Student Seal).

For a brand like this, it is difficult to set up for becoming the preferred brand of young people (i.e. to secure conditions and give motivational nudges toward brand preference) because they did not consider it to be their own chocolate, rather seeing it as something that belongs to the world of their parents and grandparents, now owned by a large global corporation, which is often a handicap of brands like this one in the contemporary world. And, of course: when freshening up the brand, it is necessary to factor in the typical fear of the client that when changing the brand’s story and meaning, we would not lose the crucial consumer base – the current users, i.e. older consumers.

How do you do it, then? The strategy of Studentská pečeť was to dramatise the fact that each and every chocolate of the brand was unique and could not be repeated. That was based on the product facticity – Studentská pečeť is not a smooth chocolate, perfected by machinery. It has a specific, wrinkly surface, and thanks to the production process, it is impossible to create an identical chocolate surface (not to mention its smoothness). That is why every Studentská pečeť is unique and different. How do you show that to the people, though?

Through the Čokoláda hraje (Chocolate Plays) campaign.

Young people bought Studentská pečeť for the music experience. Older people bought it for their grandchildren and children for the music as well – as a gift. Studentská pečeť thus acquired an important meaning as the “always unique chocolate with a unique experience”, along with a great emotional family narrative of “the chocolate that joins generations”.

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2015 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND MINIT BAKERY, SLOVAKIA.

How do you help the operator standing behind a unique snack to separate from and leave its foreign franchise owner? And how do you do it if the step means that one has to give up a well-established and recognised brand because it belongs to the franchise owner, who can alone introduce it to the […]

How do you help the operator standing behind a unique snack to separate from and leave its foreign franchise owner? And how do you do it if the step means that one has to give up a well-established and recognised brand because it belongs to the franchise owner, who can alone introduce it to the market? How do you change a known brand in this situation into a completely new one? Is it even possible? The story of the former Fornetti chain and the creation of the contemporary Minit, which now owns the key meaning “the original from the oven”, shows that it can be done.

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2011 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND VÚB BANKA.

Banks were not perceived positively at the time when the economic crisis peaked. Their coldness, incomprehensibility and “usury” paired with the capitalist “heartlessness” and “insatiability” were seen by the public as the reasons behind the crisis itself. The strategy of VÚB Banka was thus purposefully built as an alternative that stood in contrast to the […]

Banks were not perceived positively at the time when the economic crisis peaked. Their coldness, incomprehensibility and “usury” paired with the capitalist “heartlessness” and “insatiability” were seen by the public as the reasons behind the crisis itself. The strategy of VÚB Banka was thus purposefully built as an alternative that stood in contrast to the orthodoxy of the usual bank communication. Where others took pride in their suits, buildings, veiled in an atmosphere of snobbery and using professional jargon that was difficult to understand, the “bank for me” was to behave as “my bank” for real. This line of thought lead to the creation of the Gluers series, portraying the “average Joes” who are imperfect, make mistakes and are very human. This resulted in a highly successful transformation of the brand both in terms of business and marketing from “huge and impersonal” to “our and for us”. The communication concept was highly effective – at EFFIE Slovakia, it won 5 awards.

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2009 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND HEINEKEN SLOVAKIA

The restart and repositioning of Zlatý Bažant (Golden Pheasant) were based on a simple idea: that beer was not just a “male bonding” drink, but that beer, which is a national brand, is also a natural and important part of the life of Slovakia and its culture. That is why Zlatý Bažant became not only […]

The restart and repositioning of Zlatý Bažant (Golden Pheasant) were based on a simple idea: that beer was not just a “male bonding” drink, but that beer, which is a national brand, is also a natural and important part of the life of Slovakia and its culture. That is why Zlatý Bažant became not only a lifestyle brand, but also brought about the topic of the cultural transformation of modern, contemporary Slovakia. It became clear that the Slovak narrative does not need to revolve around Žinčica and being left to one’s own devices, but instead, it can become full of energy, modern thought and innovation.

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2008 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND BEL FROMAGERIES, CZECH REPUBLIC

The campaign of the La Vache Qui Ri (Vesolaja korivka – The Laughing Cow) on the Ukrainian market was not the usual marketing intervention. In Ukraine, processed cheese has historically been used in cooking. It wasn’t usual to use it directly by spreading it on bread (for breakfast or as a snack during the day […]

The campaign of the La Vache Qui Ri (Vesolaja korivka – The Laughing Cow) on the Ukrainian market was not the usual marketing intervention. In Ukraine, processed cheese has historically been used in cooking. It wasn’t usual to use it directly by spreading it on bread (for breakfast or as a snack during the day or for a trip). That is why it was necessary to inspire new consumer habits.

Meanwhile in a different market, the Czech Republic, the same brand approached people with a completely different narrative: “Milk and Fun”.

La Vache Qui Ri in the Czech Republic was saying that it was made from real milk and that milk did not need to be a boring white source of nutritious elements, but that milk and fun were surprisingly close to each other.

That is why the strategies in Ukraine and the Czech Republic were based on different market situations, brand positioning and consumer culture. It was also necessary to persuade all of the key decision makers in Paris that for the first time in over 100 years of its history, the brand could afford using real, not animated, cows.

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2007 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND ROMTELECOM, ROMANIA

Romtelecom was a polybrand company (or a house of brands), which was far behind its competition in terms of mental availability (brand awareness, communication knowledge, share of voice). It needed a new identity, architecture, strategy and narrative, along with new sales channels and a new product strategy (value propositions for calling plans, Internet and digital […]

Romtelecom was a polybrand company (or a house of brands), which was far behind its competition in terms of mental availability (brand awareness, communication knowledge, share of voice). It needed a new identity, architecture, strategy and narrative, along with new sales channels and a new product strategy (value propositions for calling plans, Internet and digital TV). We did all of that for Romtelecom. It resulted in an overall increase of Romtelecom’s marketing efficiency and two Romanian EFFIE awards. The work for Romtelecom included the supervision of Romanian advertising agencies.

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2006 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND BEL FROMAGERIES, SLOVAK REPUBLIC

Karička is one of Slovak brands that “survived” the transition to a market economy. It was not easy for it in the new competition, though. In 2006, it needed a lot of help. Before the new wave of popularity of local, retro and traditional brands, all of them were in danger – they could not […]

Karička is one of Slovak brands that “survived” the transition to a market economy. It was not easy for it in the new competition, though. In 2006, it needed a lot of help. Before the new wave of popularity of local, retro and traditional brands, all of them were in danger – they could not react to the price attack of private brands brought by store chains. Those lured the consumers by the magic of their low prices. We really helped Karička – even without the “sure-fire” aid for brands in trouble, price reductions.

We connected Karička to the story of a modern Slovak mum. We proved that in the food segment with rapid turnover, you don’t need to build a brand in the way which was orthodoxly upheld by other brands – by turning a woman to a being that only appears in the kitchen. We were one of the first to tell the story of a modern, successful and changing Slovakia, and it was the modern Slovak mothers who became the faces of this successful story. Their response to this was, in the end, very positive. Karička won the EFFIE Slovakia award for this campaign.

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2006 - PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND SLOVAK TELEKOM.

Rebranding campaign for big telecom provider doesn´t have to be only about happy people holding each other’s hands and walking towards the sun. The change of brand from classic telephonic brand to digital and content one can be realized through experience – by working with real experiences of people through attractive storytelling. That´s how was […]

Rebranding campaign for big telecom provider doesn´t have to be only about happy people holding each other’s hands and walking towards the sun. The change of brand from classic telephonic brand to digital and content one can be realized through experience – by working with real experiences of people through attractive storytelling. That´s how was created interactive rebranding of Slovak Telekom, successful for its uniqueness and awarded in Slovakia and abroad for its creativity and also effectiveness by golden EFFIE Slovakia.

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1999 - PROJECT FOR THE PUBLICIS KNUT AGENCY.

The Slovak Consumer Entering the Third Millennium (project leader and author of the project publication) The Slovak Consumer Entering the Third Millennium was a project that brought detailed lifestyle and value portraits and descriptions of the types, segments and groups of Slovak consumers. The project demonstrated the diversity and differentiation of Slovak society.

The Slovak Consumer Entering the Third Millennium (project leader and author of the project publication)

The Slovak Consumer Entering the Third Millennium was a project that brought detailed lifestyle and value portraits and descriptions of the types, segments and groups of Slovak consumers. The project demonstrated the diversity and differentiation of Slovak society.

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Blog

Trendy 2019 a čo s nimi?

17.01.2019

V článku uvádzam 9 trendov, ktoré považujem za veľmi dôležité pre Slovensko a pre marketing, reklamu a budovanie značiek na Slovensku v roku 2019. ku každému trendu vždy uvádzam, aké inšpirácie ten...

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31 kampaní roka 2018.

16.01.2019

Rok 2018 priniesol veľa skvelých kampaní, marketingových intervencií a aktivá...

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