Among the names she has worked with are Steve Jobs, Google Play, DreamWorks, PlayStation, and Harrods. In an interview originally published in Blic Biznis, Nina Lalić, brand evangelist and founder of Brief Agency, shares insights she will expand on at the unlockit conference on February 19–20 in Belgrade, organized by the Digital Serbia Initiative.
You have worked with some of the world’s biggest global brands across technology, gaming, fashion, and sports. What is the common thread that enabled you to work with such diverse industries?
A combination of surprise and beauty. In my opinion, these are two extremely important emotions for a good life. My focus is branding, which is just one segment of marketing. I am narrowly focused on storytelling and the core reason a company exists, or on the branding of a public figure. There is no difference between industries or people — I work in fields that genuinely interest me and that I constantly think about, even in my private life.
I deeply enjoy technological innovation, I adore fashion and design, and I am fascinated by elite sports. In sports, what interests me most about athletes is their relationship with training, their attitude toward competition, and who they are when they lose. Victories bring short-lived joy in any area of life — and sometimes even sadness. Effort and fear are the most stimulating forces behind anything truly great.
What is currently the biggest challenge companies face in marketing?
Probably the fact that we are overwhelmed with real-time information, with no real chance to absorb or internalize it. As a result, everyone becomes similar or identical — because we operate quickly and superficially. When you know too much about others, your thinking is influenced by it, and you are less likely to think independently, from your own center. Thousands of brands look the same today, and the hardest thing is to calm yourself and think about who you are in a way that is uniquely right for you.
If you are building a startup, how can you quickly create a brand that is globally recognizable? What is essential — internal team knowledge, market understanding, or something else?
Mad enthusiasm and blind devotion to yourself are certainly the most important things. If someone truly needs what we believe is a brilliant idea, chances are that startup will succeed — at least to some degree. And if you have an original way of communicating your offer, those chances multiply dramatically.
Why did you decide to speak at the unlockit conference, and what key messages do you believe are important for companies and startups?
Smart people told me this is one of the smartest conferences in the region. Once we got to know each other a bit, it became completely clear — within the first 20 minutes — that the team is profoundly interesting and exceptionally thoughtful. I believe they make the right choices that will bring a great deal of inspiration to the people attending the conference. They already have for me.
