{"id":479232,"date":"2023-05-11T16:41:36","date_gmt":"2023-05-11T13:41:36","guid":{"rendered":"https:\/\/eba.com.ua\/?p=479232"},"modified":"2023-05-12T16:50:40","modified_gmt":"2023-05-12T13:50:40","slug":"pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu","status":"publish","type":"post","link":"https:\/\/eba.com.ua\/en\/pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu\/","title":{"rendered":"[:ua]\u041f\u043e\u0437\u0438\u0446\u0456\u044e\u0432\u0430\u043d\u043d\u044f \u0431\u0440\u0435\u043d\u0434\u0443 \u043f\u0456\u0434 \u0447\u0430\u0441 \u0432\u0456\u0439\u043d\u0438: \u0431\u0430\u043b\u0430\u043d\u0441 \u043c\u0456\u0436 \u043f\u0430\u0442\u0440\u0456\u043e\u0442\u0438\u0447\u043d\u0456\u0441\u0442\u044e \u0442\u0430 \u043f\u0456\u0434\u0442\u0440\u0438\u043c\u043a\u043e\u044e[:en]Brand Positioning in the Wartime: Balancing Patriotism and Support[:]"},"content":{"rendered":"<p><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-479235 size-large\" src=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-1024x543.png\" alt=\"\" width=\"1024\" height=\"543\" srcset=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-1024x543.png 1024w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-300x159.png 300w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-768x407.png 768w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-1536x814.png 1536w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-650x344.png 650w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-800x424.png 800w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23-170x90.png 170w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-1_11.05.23.png 1919w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"font-weight: 400;\">On May 11, 2023, at a meeting of the EBA Odesa PR &amp; Marketing HUB, we talked about the important topic of brand positioning during the war, the balance between patriotism and support. Speaker <strong>Victoriia Skidan<\/strong>, Head of the Marketing Department of &#8220;Inter Trans Logistics&#8221; told how brand communications changed during the war, why Ukrainians choose brands that support the Armed Forces and how to investigate the effectiveness of communication in new conditions. Ms. Victoria also gave an example of successful brand collaborations in Ukraine and abroad.<\/p>\n<p style=\"font-weight: 400;\"><strong>Thus, among the main theses of the meeting, the following can be highlighted:<\/strong><\/p>\n<ul>\n<li>Now there is no neutral position anymore. War affects everyone and everything.<\/li>\n<li>In times of war, communication takes precedence over other brand tools.<\/li>\n<li>The main changes in brand communication: total Ukrainianization, Ukrainian hype trends, color palette of interfaces and packaging using national symbols, additional patriotic elements, collaborations with foreign giants, communication goals, etc.<\/li>\n<li>The goals of communication have been transformed and are now aimed at: expressing a position, uniting Ukrainians, demonstrating commonality and unity, increasing demand for goods and services of Ukrainian brands, supporting the Armed Forces (donating and helping).<\/li>\n<li>Why is it important to show unity? Because it is an example for everyone and a call to action.<\/li>\n<li>Now it is important: to demonstrate a position, to report the results of meetings, to organize collaborations for the sake of more powerful meetings, to change the identity, to adapt to national symbols. However, what should NOT be done: communicate only through patriotic content, harass brands that help less, etc.<\/li>\n<li>Always strike a balance between being patriotic and showing your stance. In particular, the company&#8217;s resources should contain no more than 30% of military-social, volunteer-news, supporting-victorious content.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now, when audience moods are very dynamic, marketers and communicators must be dynamic as well, particularly flexible and adaptive. <strong>After all, communication is our main tool for victory<\/strong>. Glory to Ukraine!<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-479237 size-large\" src=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-1024x637.png\" alt=\"\" width=\"1024\" height=\"637\" srcset=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-1024x637.png 1024w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-300x187.png 300w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-768x478.png 768w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-650x404.png 650w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23-800x498.png 800w, https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/skrin-3_11.05.23.png 1035w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>On May 11, 2023, at a meeting of the EBA Odesa PR &amp; Marketing HUB, we talked about the important topic of brand positioning during the war, the balance between patriotism and support. Speaker Victoriia Skidan, Head of the Marketing Department of &#8220;Inter Trans Logistics&#8221; told how brand communications changed during the war, why Ukrainians [&hellip;]<\/p>\n","protected":false},"author":4489,"featured_media":479240,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[5,11],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Positioning in the Wartime: Balancing Patriotism and Support - European Business Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eba.com.ua\/pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Positioning in the Wartime: Balancing Patriotism and Support - European Business Association\" \/>\n<meta property=\"og:description\" content=\"On May 11, 2023, at a meeting of the EBA Odesa PR &amp; Marketing HUB, we talked about the important topic of brand positioning during the war, the balance between patriotism and support. Speaker Victoriia Skidan, Head of the Marketing Department of &#8220;Inter Trans Logistics&#8221; told how brand communications changed during the war, why Ukrainians [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eba.com.ua\/pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu\/\" \/>\n<meta property=\"og:site_name\" content=\"European Business Association\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-11T13:41:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-12T13:50:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2023\/05\/Odesa_11052023.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Katia Chaikovska\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katia Chaikovska\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/eba.com.ua\/pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu\/\",\"url\":\"https:\/\/eba.com.ua\/pozytsiyuvannya-brendu-pid-chas-vijny-balans-mizh-patriotychnistyu-ta-pidtrymkoyu\/\",\"name\":\"[:ua]\u041f\u043e\u0437\u0438\u0446\u0456\u044e\u0432\u0430\u043d\u043d\u044f \u0431\u0440\u0435\u043d\u0434\u0443 \u043f\u0456\u0434 \u0447\u0430\u0441 \u0432\u0456\u0439\u043d\u0438: \u0431\u0430\u043b\u0430\u043d\u0441 \u043c\u0456\u0436 \u043f\u0430\u0442\u0440\u0456\u043e\u0442\u0438\u0447\u043d\u0456\u0441\u0442\u044e \u0442\u0430 \u043f\u0456\u0434\u0442\u0440\u0438\u043c\u043a\u043e\u044e[:en]Brand Positioning in the Wartime: Balancing Patriotism and Support[:] - 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