Strategia. Pozycjonowanie. Esencja marki.
\nTrue to marka zaprojektowana dla nowoczesnych mężczyzn – świadomych, wymagających, ceniących autentyczność i realne wartości. Jej fundamenty zostały wypracowane w procesie strategicznym, opartym na dogłębnej analizie grupy docelowej i warsztatach, które pozwoliły zdefiniować kluczowe insighty.
\nDzięki współpracy z klientem zbudowaliśmy pozycjonowanie marki osadzone na wartościach istotnych dla jej odbiorców: niezależności, poczuciu sprawczości i umiejętności odróżniania rzeczywistych potrzeb od marketingowego szumu. Wyłoniła się również fundamentalna postawa – dbałość. Mężczyźni True dbają o siebie, swoje otoczenie i świat, który współtworzą.
\nEsencja marki została zawarta w deklaracji „I do care” – prostej, ale mocnej, będącej opozycją do obojętności. To manifest świadomego wyboru, podkreślający, że dbałość nie jest oznaką próżności, lecz odpowiedzialności. Właśnie na tej idei oparliśmy nazwę True – synonim autentyczności, transparentności i jakości. Marka nie obiecuje niemożliwego, nie podąża za efemerycznymi trendami. True dostarcza przemyślane, skuteczne rozwiązania, które pozwalają mężczyznom zadbać o siebie na własnych zasadach.
\nDesign
\nTrue to marka, która komunikuje się językiem prostoty i funkcjonalności. Minimalistyczna, męska estetyka idzie tu w parze z precyzyjną typografią – Helvetica, jeden z najbardziej ponadczasowych krojów pisma, podkreśla czystość przekazu i klasyczny charakter brandu.
\nStrategia komunikacji i budowanie świadomości
\nOd samego początku True było marką, która świadomie dobiera punkty styku z klientem. Jej komunikacja to przemyślane działania, które wzmacniają jej tożsamość i budują autentyczne zaangażowanie odbiorców.
\nSilne, prawdziwe historie.\nTrue nie mówi głośniej – mówi wyraźniej. W kampanii „Chronię swoją twarz”, stworzonej we współpracy z Warszawską Szkołą Boksu, marka odniosła się do prawdziwych, męskich doświadczeń. Wykorzystując symbolikę ochrony w sporcie, podkreśliła istotę świadomej pielęgnacji jako naturalnej części męskiego stylu życia.
\nObecność tam, gdzie są świadomi mężczyźni.\nTrue nie tylko tworzy produkty dla aktywnych mężczyzn, ale też realnie wspiera ich pasje. Partnerski udział w prestiżowym triathlonie Iron Man podkreślił pozycję marki jako towarzysza w wyzwaniach, gdzie wytrzymałość, determinacja i troska o siebie idą w parze.
\nProduct Range
\nTrue wystartowało z trzema produktami, konsekwentnie rozwijając swoje portfolio. Marka dynamicznie rozszerza ofertę, wprowadzając kolejne innowacyjne rozwiązania w kategoriach face care, face wash i body care. Najnowszym wdrożeniem jest linia True™ Sun Care
\nTrue jest dostępne w sieci Douglas, a także w sieci Aelia na lotniskach. Produkty można znaleźć również w Notino oraz na oficjalnej stronie https://truemenskincare.com.
\nTrue to marka, która dojrzewa wraz ze swoimi klientami. Każdy kolejny produkt, każda nowa kampania i każdy strategiczny krok są przemyślane tak, by budować nie tylko zasięg, ale przede wszystkim długoterminową wartość.
","htmlAst":{"type":"root","children":[{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Strategia. Pozycjonowanie. Esencja marki."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"True to marka zaprojektowana dla nowoczesnych mężczyzn – świadomych, wymagających, ceniących autentyczność i realne wartości. Jej fundamenty zostały wypracowane w procesie strategicznym, opartym na dogłębnej analizie grupy docelowej i warsztatach, które pozwoliły zdefiniować kluczowe insighty."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Dzięki współpracy z klientem zbudowaliśmy pozycjonowanie marki osadzone na wartościach istotnych dla jej odbiorców: niezależności, poczuciu sprawczości i umiejętności odróżniania rzeczywistych potrzeb od marketingowego szumu. Wyłoniła się również fundamentalna postawa – dbałość. Mężczyźni True dbają o siebie, swoje otoczenie i świat, który współtworzą."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Esencja marki została zawarta w deklaracji „I do care” – prostej, ale mocnej, będącej opozycją do obojętności. To manifest świadomego wyboru, podkreślający, że dbałość nie jest oznaką próżności, lecz odpowiedzialności. Właśnie na tej idei oparliśmy nazwę True – synonim autentyczności, transparentności i jakości. Marka nie obiecuje niemożliwego, nie podąża za efemerycznymi trendami. True dostarcza przemyślane, skuteczne rozwiązania, które pozwalają mężczyznom zadbać o siebie na własnych zasadach."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Design"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"True to marka, która komunikuje się językiem prostoty i funkcjonalności. Minimalistyczna, męska estetyka idzie tu w parze z precyzyjną typografią – Helvetica, jeden z najbardziej ponadczasowych krojów pisma, podkreśla czystość przekazu i klasyczny charakter brandu."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Strategia komunikacji i budowanie świadomości"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Od samego początku True było marką, która świadomie dobiera punkty styku z klientem. Jej komunikacja to przemyślane działania, które wzmacniają jej tożsamość i budują autentyczne zaangażowanie odbiorców."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Silne, prawdziwe historie.\nTrue nie mówi głośniej – mówi wyraźniej. W kampanii „Chronię swoją twarz”, stworzonej we współpracy z Warszawską Szkołą Boksu, marka odniosła się do prawdziwych, męskich doświadczeń. Wykorzystując symbolikę ochrony w sporcie, podkreśliła istotę świadomej pielęgnacji jako naturalnej części męskiego stylu życia."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Obecność tam, gdzie są świadomi mężczyźni.\nTrue nie tylko tworzy produkty dla aktywnych mężczyzn, ale też realnie wspiera ich pasje. Partnerski udział w prestiżowym triathlonie Iron Man podkreślił pozycję marki jako towarzysza w wyzwaniach, gdzie wytrzymałość, determinacja i troska o siebie idą w parze."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Product Range"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"True wystartowało z trzema produktami, konsekwentnie rozwijając swoje portfolio. Marka dynamicznie rozszerza ofertę, wprowadzając kolejne innowacyjne rozwiązania w kategoriach face care, face wash i body care. Najnowszym wdrożeniem jest linia True™ Sun Care"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"True jest dostępne w sieci Douglas, a także w sieci Aelia na lotniskach. Produkty można znaleźć również w Notino oraz na oficjalnej stronie https://truemenskincare.com."}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"True to marka, która dojrzewa wraz ze swoimi klientami. Każdy kolejny produkt, każda nowa kampania i każdy strategiczny krok są przemyślane tak, by budować nie tylko zasięg, ale przede wszystkim długoterminową wartość."}]}],"data":{"quirksMode":false}},"frontmatter":{"slug":"true","producer":"True","product":"True","heading":"Mam tyle lat ile mam. To nie znaczy, że mam o siebie nie dbać. True.","occurrence":["image","text","text","image","image","image","text","text","image","image","image","text","text","image","text","text","text","image","image","image","text","image","image","text","text","text","image","text"],"categories":["brand.strategy","brand.name","brand.logo","packaging","support.materials","communication"],"order":3,"thumbnail":{"childImageSharp":{"original":{"src":"/static/True-Thumb-7492144e2f11958bdaa22e69deacf425.jpg"}}}}},"locales":{"edges":[{"node":{"ns":"about_us","data":"{\"mainHeading\":\"Brandwell to agencja brandingowa. Od 12 lat tworzymy lub odświeżamy marki, projektujemy identyfikacje i opakowania.\",\"heading1\":\"Co robimy?\",\"what_we_do.block1.1\":\"Strategia marki\",\"what_we_do.block1.2\":\"Audyt portfolio marki\",\"what_we_do.block1.3\":\"Architektura marki\",\"what_we_do.block1.4\":\"Pozycjonowanie marki\",\"what_we_do.block2.1\":\"Projektowanie marki\",\"what_we_do.block2.2\":\"Projektowanie logo\",\"what_we_do.block2.3\":\"Identyfikacja Wizualna\",\"what_we_do.block3.1\":\"Projektowanie opakowań\",\"what_we_do.block3.2\":\"Kreacja nazw\",\"what_we_do.block3.3\":\"Projektowanie opakowań\",\"what_we_do.block3.4\":\"DTP. Przygotowanie do druku\",\"what_we_do.block4.1\":\"Projektowanie strukturalne\",\"what_we_do.block4.2\":\"Projektowanie kształtów opakowań\",\"what_we_do.block4.3\":\"Opracowanie dokumentacji produkcyjnej\",\"heading2\":\"Jak to robimy?\",\"how_we_do.paragraph1\":\"Ściśle współpracujemy z naszymi klientami. Uważamy, że partnerstwo i wzajemne zaufanie jest fundamentem w budowaniu prawdziwych wartości. Klienci przekazują nam wiedzę o swojej branży, specyfice swoich klientów i kluczowych parametrach jakimi kierują się w procesie wyboru. My wskazujemy jak do nich dotrzeć.\",\"how_we_do.paragraph2\":\"Projektujemy marki ze świadomością celu – tak, by komunikowały się ze swoimi odbiorcami w adekwatny i atrakcyjny dla nich sposób. Nie tworzymy jedynie kolorowych obrazków. Nasze projekty to przemyślane narzędzia do skutecznej rywalizacji o klienta.\",\"heading3\":\"Proces\",\"process.paragraph1\":\"Rozpoczynamy od prac strategicznych. Zaczynamy od zdefiniowania miejsca w którym znajduje się marka. Określamy jej grupę kluczowych odbiorców. Odtwarzamy ich świat, by łatwiej zrozumieć ich prawdziwe potrzeby. Szukamy unikalnych cech marki, by zbudować w jej oparciu przewagę rynkową.\",\"process.paragraph2\":\"Dzięki poprzedzeniu prac kreatywnych analizami strategicznymi tworzymy świadomie. Jesteśmy artystami, ale nie oderwanymi od biznesowej rzeczywistości. Według nas projekty mają odzwierciedlać zawarte w strategii cele i być dopasowane dla grupy docelowej.\",\"process.paragraph3\":\"Realizacja. Łączymy kompetencje wielu osób, tak by uzyskać jak najlepszy efekt. Organizujemy sesje fotograficzne, zatrudniamy najlepszych ilustratorów, zdolnych copywriterów, art directorów i typografów. Finalnie przygotowujemy prace do druku.\",\"heading4\":\"Czego nie robimy?\",\"what_we_dont.bold\":\"Nie bierzemy udziału w bezpłatnych przetargach.\",\"what_we_dont.paragraph1\":\"Nie stronimy od udziału w konkursach, ale bierzemy w nich udział pod warunkiem, że nasza praca zostanie opłacona.\"}","language":"pl"}},{"node":{"ns":"other","data":"{\"write_to_us\":\"Napisz do nas\",\"or_call\":\"albo zadzwoń\",\"scope_of_work\":\"Zakres prac\",\"cookies\":\"Używamy plików cookies\"}","language":"pl"}},{"node":{"ns":"pizza_dough","data":"{\"pizza.mainHeading\":\"Przepis na ciasto na pizzę.\",\"pizza.paragraph1\":\"Chcesz wiedzieć jak przygotować znakomite ciasto na pizze? Oto przepis jaki znajdziesz na mące Młynu Grodziec typu 750. To przepis na 4 pizze.\",\"pizza.paragraph2\":\"Czego potrzebujesz?\",\"pizza.ingredient1\":\"600 g mąki 750\",\"pizza.ingredient2\":\"360 g wody\",\"pizza.ingredient3\":\"25 g drożdży świeżych albo 8 g suchych\",\"pizza.ingredient4\":\"1 płaska łyżeczka cukru\",\"pizza.ingredient5\":\"1 łyżeczka soli\",\"pizza.ingredient6\":\"2 łyżki oliwy\",\"pizza.paragraph3\":\"Trzy kroki do znakomitego ciasta.\",\"pizza.block1\":\"1) Nalej wodę do głębokiej misy, dodaj drożdże, cukier i 50g mąki. Przykryj miskę wilgotną ścierką i odstaw w ciepłe miejsce na kwadrans. Po kwadransie zobaczysz spieniony zaczyn. Dodaj sól, pozostałą mąkę i oliwę.\",\"pizza.block2\":\"2) Wymieszaj zgrubnie (jeszcze nie musisz łączyć składników na gładką masę). Ponownie przykryj misę wilgotną ściereczką i odstaw w ciepłe miejsce na godzinę.\",\"pizza.block3\":\"3) wyrób ciasto do postaci gładkiej masy i pozostaw do dalszego wyrastania. Pamiętaj o przykryciu misy wilgotną ściereczką albo folią spożywczą. Odstaw do wyrastania na conajmniej kolejną godzinę i... zrobione!\",\"pizza.block4\":\"Spody pizzy wyrabiaj na blacie posypanym mąką. Traktuj ciasto delikatnie - rozciągaj je, formuj delikatnie, by uwięzione w nim pęcherzyki powietrza pozostały na miejscu. Pizza z takim ciastem będzie pyszna, chrupka i prawdziwie włoska. Buon Appetito!\"}","language":"pl"}},{"node":{"ns":"strategy","data":"{\"strategy.mainHeading\":\"Strategia. Kluczowy etap świadomego projektowania.\",\"strategy.paragraph1\":\"Przeglądając projekty łatwo je sprowadzić do prostej oceny: ładne - nieładne. Dla nas to za mało. My analizujemy je pod wieloma kątami: zasadne czy niezasadne, dla kogoś czy dla nikogo, spójne czy chaotyczne, o czymś czy o niczym. To, że projekty muszą być warsztatowo dobre jest warunkiem koniecznym, ale nie wystarczającym.\",\"strategy.paragraph2\":\"Projekty, według nas, powinny być wynikiem świadomego planu, docierać do konkretnych odbiorców, spełniać konkretne potrzeby konsumenckie i realizować cele biznesowe. Właśnie dlatego prace strategiczne są kluczowe w procsie tworzenia marki. To one definiują kierunki w których rozwinie się proces projektowy.\",\"strategy.block1.heading\":\"Proces\",\"strategy.block1.body1\":\"Nie ma jednego scenariusza, bo klienci są różni i ich potrzeby też. Często jednak wygląda to tak… Klient przesyła do nas zapytanie, załącza brief będący zestawem wytycznych i opisem tego co chciałby osiągnąć. My uważnie go czytamy, przyglądamy się komunikacji i projektom jego opakowań oraz analizujemy całą kategorię. Jeśli uznamy, że ilość informacji o marce jest niewystarczająca sugrujemy przeprowadzenie warsztatów strategicznych. Ich wynikiem jest pozycjonowanie i dokument wyznaczający zredefioniowane zadania.\",\"strategy.block1.body2\":\"Wiedząc o czym i dla kogo jest marka możemy rozpocząć projektowanie. Wtedy jednak jest to projekowanie świadome, celowe i nieprzypadkowe. Wtedy już nie chodzi tylko o to czy jest ładnie, ale czy również z sensem.\",\"strategy.block2.heading\":\"Architektura marki\",\"strategy.block2.body\":\"Istotą audytu architektury marki jest analiza i rekomendacja zależności jakie mają panować w ramach portfolio produktów oferowanych przez klienta. Siłą analizy przeprowadzonej przez konsultanta zewnętrznego jest niezależność oceny, umiejętność przyjmowania perspektywy klienta marki i doświadczenie w przeprowadzaniu takich „porządkowań”. Efektem procesu jest zrozumiały podział oferty na jej część flagową, linie premium, economy, submarki albo wręcz wydzielenie zupełnie nowej marki. Czasami efekt jest odwrotny - zalecana jest unifikacja i likwidacja zbędnych nic nie wnoszących podziałów. Każdy przypadek jest inny. Sensowna architektura pomaga odbiorcom rozumieć markę i uniknąć dysonansów poznawczych. Analiza architektury marki stanowi ważny wstęp do określenia pozycjonowania komunikacyjnego.\",\"strategy.heading2\":\"Metoda Tripod™\",\"strategy.paragraph3\":\"W naszej autorskiej metodzie pozycjonowania analizujemy trzy filary, które wiodą do esencji marki: koncept biznesowy - to na ile jest innowacyjny w metodzie, w produkcie, dostarczaniu rozwiązań; odbiorca marki - jego świat, potrzeby i przekonania o kategorii; sama marka - jakie odbicie ma kształtować u odbiorcy, jaki jest jej styl, język, wartości i historia jaką opowiada. Jaki archetyp bohatera ozwierciedla markę. Warsztaty strategiczne stanowią podstawę opracowania pozycjonowania. Ono zaś wytycza ramy komunikacji - jej język i styl.\"}","language":"pl"}},{"node":{"ns":"translation","data":"{\"sample\":2,\"test\":\"polish test\",\"brand.book\":\"księga marki\",\"brand.strategy\":\"strategia marki\",\"brand.name\":\"nazwa marki\",\"brand.logo\":\"logo marki\",\"brand.copy\":\"hasło marki\",\"logo.design\":\"projekt logo\",\"logo.anniversary\":\"Logo okolicznościowe\",\"branding\":\"branding\",\"redesign.logo\":\"redesign logo\",\"lifting.logo\":\"lifting logo marki\",\"packaging\":\"projekty opakowań\",\"communication\":\"komunikacja\",\"communication.strategy\":\"strategia komunikacji\",\"marketing.communication\":\"komunikacja marketingowa\",\"promo.materials\":\"materiały promocyjne marki\",\"support.materials\":\"materiały wsparcia\",\"printed.materials\":\"materiały drukowane\",\"marketing.materials\":\"projekty materiałów marketingowych\",\"rebranding\":\"rebranding\",\"tv.graphics\":\"opracowanie graficzne kanału TV\",\"portfolio\":\"portfolio\",\"strategia\":\"strategia\",\"o_nas\":\"o 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