Tuesday, April 16, 2024

Finding the Balance: Tatjana Savic Discusses the Shift in Marketing and Branding and the Need for Data-Driven Creativity

Leaders Perception Magazine is currently running an interview series called – Navigating the Dynamic Seas of Modern Marketing & Branding
Today, we had the opportunity to interview Tatjana Savic – Brand Designer & Consultant (self-employed) @ Tatjana Savic.

Thank you so much for joining us today! We are thrilled to have Tatjana Savic, a Brand Designer and Consultant, with us. Tatjana is currently shaping the brand communication of clients based in Europe and the United States, using a combination of strategic and creative approaches. Before becoming self-employed, Tatjana gained valuable experience at leading advertising and performance marketing agencies.

In this interview, we will delve into the significant shifts observed in the marketing and branding landscape in the last year and how businesses should adapt to them. We will also explore the delicate balance between data-driven marketing and the creative aspects of branding.

So, without further ado, let’s dive into the conversation with Tatjana Savic!

Interviewee Name: Tatjana Savic

Company: Tatjana Savic

Tatjana Savic’s favourite quote: There are many. In relation to my work, the one that stands out is, “The most powerful element in advertising is the truth”, by William Bernbach. I firmly believe this to be true, even though marketing has a reputation for being disingenuous. And while this is not unfounded, my approach is to uncover the true qualities of a brand and bring them to light, rather than makeup something that is not there. The energy of authenticity is palpable, and while customers might not be able to put a finger on what it is, they too are aware of it.

The Interview

Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?

Tatjana Savic :
As a Brand Designer and Consultant, I’m currently shaping the brand communication of clients based in Europe and the United States. With a combination of strategic and creative approaches, I help brands find their identity, values, and authentic expression. Before becoming self-employed, I honed my skills at leading advertising and performance marketing agencies.

My creative journey started after I graduated with a BSc in Graphic Design & Visual Communications. After graduation, I had my first professional experience as an intern at a creative agency, and this experience solidified my decision to stay in the agency world.

I spent the following four years in an agency environment and focused on building my strategic and creative skillset. The learning curve was steep – I created brand assets for over 300 clients in that period. The recognition was also there – my work was showcased in official case studies by Facebook and Snapchat and appeared on advertising campaigns for Samsung and Huawei.

However, I always gravitated towards a non-traditional creative role, one with some strategic elements as well. The idea of working with clients individually, consulting, and guiding them through their branding journey felt like the ideal path for me. Today, I help brands create strong identity (both visual and non-visual), voice, and communication style. In an oversaturated market, this is one of the best investments a brand can make for long-term success.

What’s the most significant shift you’ve observed in the marketing and branding landscape in the last year, and how should businesses adapt to it?

Tatjana Savic : The dominance of community-driven branding has been very apparent in the past year. This isn’t a sudden shift, but rather something that we saw a gradual build-up to. We are way past the time when marketing was a one-way street, and it’s apparent simply by looking at which brands are excelling and which aren’t. Brands that are aware of this shift are actively working on cultivating a community. They do this by consistently listening to, inspiring, delighting, and surprising their customers, rather than trying to market their products in traditional ways. 
To adapt to this change, businesses need to move from broadcasting to conversational mode and look for innovative ways to communicate their identity and values. Purpose-driven customers of today don’t want to be broadcasted to, especially not in vague, generic terms. Knowing your values and aligning with ambassadors, influencers, brands, or charities that will amplify your message is one of the most effective tools you have for affirming your brand identity. When combined with consistent two-way communication, this approach will nurture relationships and inspire community building.

In the era of data-driven marketing, how do you balance the need for data and analytics with the creative aspects of marketing and branding?

Tatjana Savic : It’s a delicate balance, one between listening to your customers and having an overarching vision for the brand. While data is crucial for improvement, it should not confine long-term decisions when it comes to creative brand growth. What we see in the data is how customers respond to what we have put out, and this allows us to make tweaks and iterate. It’s also crucial for recognizing strategies that are not bringing in results, but are a drain on resources.

However, basing the entirety of creative vision for the future of the brand solely on data is restrictive and not beneficial to the brand’s creative growth. As Henry Ford said, “If I had asked people what they wanted, they would have said faster horses.” Sometimes, we have a creative vision that data may not be able to support. And while ignoring data and feedback altogether is detrimental, some creative instances are worth leaping for. Waiting on permission from data means you lose creative control, and for brands to survive, creative risk and evolution are necessary. 

Leaders Perception would like to thank Tatjana Savic and Tatjana Savic for the time dedicated to completing this interview and sharing their valuable insights with our readers!

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