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Človek	je	spotrebiteľ,	Homo Consummus,	ktorého	treba	
kampaňou	zachytiť,	penetrovať,	uchopiť,	vyhrať	(jeho,	nad	
ním)	– vedie	sa	boj (o	neho	a	aj	s	ním...)
.
Klasický	koncept	
marketingu:
Interrupcia	
Spam
Neekvivalentná	výmena	
hodnôt
Militaristický	svet:	kampaň,	plán,	uchopenie,	
získanie	územia	(podielu)	apod.
Goodvertising
Brands	that	care
Gift	economy
Cause	marketing
Brands	with	purpose
Od	„zrkadla“	ku	zmene
.
„Dnes	už	korporácia	nie	je	len	ekonomickým	subjektom,	
ale	je	rovnako	aj	subjektom	sociálnym	a	kultúrnym.“	
(Grant	McCracken)
Ariel
As	1.57	million	men	pledged	to	'share	the	load',	Ariel	
more	than	doubled	value	and	volume	sales,	which	grew	
106%	and	105%	respectively
OPSM	Penny	The	Pirate
Always	Like	a	Girl
More	than
4.4	billion	media	impressions
in	
the	first	three	months.	Purchase	intent	for	
the	brand	increased	to	92%
TEDxUMB Give and take Pavol Minar
TEDxUMB Give and take Pavol Minar

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