{"id":3868,"date":"2025-11-11T07:52:07","date_gmt":"2025-11-11T05:52:07","guid":{"rendered":"https:\/\/www.ristart.gr\/?p=3868"},"modified":"2025-11-14T09:53:25","modified_gmt":"2025-11-14T07:53:25","slug":"to-marketing-sosta","status":"publish","type":"post","link":"https:\/\/www.ristart.gr\/el\/blog\/2025\/11\/11\/to-marketing-sosta\/","title":{"rendered":"This is how marketing is done right [Not the way we\u2019re doing it now]"},"content":{"rendered":"<\/p>\n\n\n\n<p><br>\u03a3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03cc\u03b2\u03bb\u03b7\u03bc\u03b1 \u03c0\u03bf\u03c5 \u03ba\u03bf\u03c3\u03c4\u03af\u03b6\u03b5\u03b9 \u03c7\u03c1\u03ae\u03bc\u03b1\u03c4\u03b1, \u03c7\u03c1\u03cc\u03bd\u03bf \u03ba\u03b1\u03b9 \u03c0\u03bf\u03bb\u03cd \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b1 \u03c7\u03c9\u03c1\u03af\u03c2 \u03bf\u03c5\u03c3\u03af\u03b1. \u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b3\u03bd\u03ce\u03bc\u03b7 \u03bc\u03bf\u03c5, \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03c4\u03b7 \u03b2\u03bb\u03ad\u03c0\u03bf\u03c5\u03bc\u03b5 \u03ba\u03ac\u03b8\u03b5 \u03bc\u03ad\u03c1\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b4\u03b9\u03b5\u03b8\u03bd\u03ae \u03ba\u03b1\u03b9 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac.<\/p>\n\n\n\n<p>\u038c\u03c4\u03b1\u03bd \u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac \u03b1\u03c1\u03c7\u03af\u03b6\u03b5\u03b9 \u03bd\u03b1 \u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03c9\u03c1\u03b1\u03af\u03b1 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b1, \u03ad\u03be\u03c5\u03c0\u03bd\u03bf slogan, \u03c0\u03cc\u03c3\u03bf\u03b9 followers \u03ad\u03c7\u03b5\u03b9 \u03ad\u03bd\u03b1 brand, \u03ad\u03bd\u03b1 poster, \u03c4\u03cc\u03c4\u03b5 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c7\u03ac\u03c3\u03b5\u03b9 \u03c4\u03bf \u03c0\u03b1\u03b9\u03c7\u03bd\u03af\u03b4\u03b9 \u03c0\u03c1\u03b9\u03bd \u03ba\u03b1\u03bd \u03be\u03b5\u03ba\u03b9\u03bd\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5.&nbsp;<\/p>\n\n\n\n<p>\u0388\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c7\u03ac\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bc\u03b1\u03c3\u03c4\u03b5 \u03bc\u03cc\u03bd\u03bf \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c6\u03ac\u03bd\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03c0\u03b9\u03ba\u03af\u03bd\u03b4\u03c5\u03bd\u03bf \u03b3\u03b9\u03b1\u03c4\u03af \u03b4\u03b5\u03bd \u03b1\u03c6\u03bf\u03c1\u03ac \u03bc\u03cc\u03bd\u03bf \u03c4\u03b9\u03c2 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ad\u03c2 \u03c4\u03c9\u03bd marketers. \u0391\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf \u03c0\u03c9\u03c2 \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03af\u03b5\u03c2, \u03c4\u03b1 \u03ac\u03bb\u03bb\u03b1 \u03c3\u03c4\u03b5\u03bb\u03ad\u03c7\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c4\u03bf\u03bd \u03c1\u03cc\u03bb\u03bf \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03bd\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c0\u03ac\u03c1\u03b5\u03b9 \u03c3\u03c7\u03b5\u03b4\u03cc\u03bd \u03c4\u03b1 \u03c0\u03ac\u03bd\u03c4\u03b1 \u03b1\u03c0\u03cc \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bd \u03b1\u03c6\u03ae\u03c3\u03b5\u03b9 \u03bc\u03cc\u03bd\u03bf \u03c4\u03bf communication \u03ba\u03bf\u03bc\u03bc\u03ac\u03c4\u03b9. <\/p>\n\n\n\n<p>\u0394\u03b7\u03bb\u03b1\u03b4\u03ae \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 communication \u03ba\u03b1\u03b9 tactics; \u039d\u03b1\u03b9 \u03cc\u03c3\u03bf\u03bd \u03b1\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf perception, \u03ba\u03b1\u03b9 \u03cc\u03c7\u03b9 \u03cc\u03c3\u03bf\u03bd \u03b1\u03c6\u03bf\u03c1\u03ac \u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1. \u039d\u03b1\u03b9, \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03bd\u03c4\u03cd\u03c0\u03c9\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c3\u03c7\u03b7\u03bc\u03b1\u03c4\u03af\u03c3\u03b5\u03b9 \u03cc\u03bb\u03bf\u03b9 (\u03c3\u03c7\u03b5\u03b4\u03cc\u03bd) \u03b3\u03b9\u03b1 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03ba\u03b1\u03b9 \u03cc\u03c7\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c4\u03b9 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03c0\u03bf\u03b9\u03bf\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03bf\u03c5.<\/p>\n\n\n\n<p>\u039f \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03bf\u03bb\u03cd \u03b9\u03c3\u03c7\u03c5\u03c1\u03cc\u03c2 \u03ba\u03b1\u03b9 \u03b2\u03b1\u03b8\u03cd\u03c2. \u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c0\u03b1\u03c1\u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03b5\u03af \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c6\u03ad\u03c1\u03bd\u03b5\u03b9 \u03bd\u03ad\u03b1 \u03b3\u03bd\u03ce\u03c3\u03b7 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03af\u03b1. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03bc\u03b5\u03c4\u03b1\u03c6\u03c1\u03ac\u03b6\u03b5\u03b9 \u03c4\u03bf \u03c4\u03b9 \u03c3\u03c5\u03bc\u03b2\u03b1\u03af\u03bd\u03b5\u03b9 \u201c\u03b5\u03ba\u03b5\u03af \u03ad\u03be\u03c9\u201d \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03ba\u03b1\u03b8\u03bf\u03b4\u03b7\u03b3\u03b5\u03af \u03c4\u03bf \u201c\u03b5\u03b4\u03ce \u03bc\u03ad\u03c3\u03b1\u201d. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03c3\u03c5\u03bc\u03b2\u03ac\u03bb\u03bb\u03b5\u03b9 \u03b5\u03bd\u03b5\u03c1\u03b3\u03ac \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03b4\u03af\u03bd\u03b5\u03b9 \u03c0\u03c1\u03bf\u03c3\u03b1\u03bd\u03b1\u03c4\u03bf\u03bb\u03b9\u03c3\u03bc\u03cc \u03c3\u03c4\u03bf\u03bd CEO \u03ae business owner \u03c3\u03b5 \u03c0\u03b5\u03c1\u03b9\u03cc\u03b4\u03bf\u03c5\u03c2 \u03b1\u03bc\u03c6\u03b9\u03b2\u03bf\u03bb\u03af\u03b1\u03c2. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03b5\u03c5\u03b8\u03c5\u03b3\u03c1\u03b1\u03bc\u03bc\u03af\u03b6\u03b5\u03b9 \u03c4\u03bf \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03cc \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ba\u03ac\u03c4\u03c9 \u03b1\u03c0\u03cc \u03ad\u03bd\u03b1 \u03ba\u03bf\u03b9\u03bd\u03cc \u03cc\u03c1\u03b1\u03bc\u03b1. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03b5\u03af \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03b5\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c4\u03b9\u03c2 \u03bc\u03b5\u03c4\u03b1\u03c4\u03c1\u03ad\u03c0\u03b5\u03b9 \u03c3\u03b5 \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2, \u03b1\u03c6\u03ae\u03b3\u03b7\u03bc\u03b1, pricing, positioning. \u0393\u03b9\u03b1 \u03bd\u03b1 \u03b2\u03ac\u03b6\u03b5\u03b9 \u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03cc\u03bb\u03bf\u03b9 \u03bf\u03b9 \u03c5\u03c0\u03cc\u03bb\u03bf\u03b9\u03c0\u03bf\u03b9 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03bf\u03cd\u03bd \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf R&amp;D \u03cc\u03c4\u03b1\u03bd \u03b1\u03bd\u03b1\u03c0\u03c4\u03cd\u03c3\u03c3\u03b5\u03b9 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd, \u03c4\u03bf sales \u03cc\u03c4\u03b1\u03bd \u03c0\u03ac\u03b5\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac, \u03c4\u03bf finance \u03cc\u03c4\u03b1\u03bd \u03ba\u03ac\u03bd\u03b5\u03b9 \u03c0\u03c1\u03bf\u03b2\u03bb\u03ad\u03c8\u03b5\u03b9\u03c2, \u03c4\u03bf performance \u03cc\u03c4\u03b1\u03bd \u03c4\u03c1\u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote 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\u03bf\u03b4\u03ae\u03b3\u03b7\u03c3\u03b5 \u03c3\u03c4\u03b7\u03bd &#8220;\u03b1\u03b9\u03c3\u03b8\u03b7\u03c4\u03b9\u03ba\u03ae \u03b2\u03b9\u03bf\u03bc\u03b7\u03c7\u03b1\u03bd\u03af\u03b1&#8221; \u03cc\u03c0\u03bf\u03c5 \u03c4\u03bf \u03c9\u03c1\u03b1\u03af\u03bf \u03b5\u03c0\u03b9\u03b2\u03c1\u03b1\u03b2\u03b5\u03cd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03bd\u03c4\u03af \u03b3\u03b9\u03b1 \u03c4\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc (business impact).<\/p>\n\n\n\n<p>\u0388\u03c4\u03c3\u03b9, \u03c0\u03b1\u03c1\u03ac \u03c4\u03bf \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03cc\u03c4\u03b9 \u03b5\u03c1\u03b3\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf\u03bd \u03ba\u03bb\u03ac\u03b4\u03bf \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03b4\u03b5\u03bd \u03ad\u03c7\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03b1\u03c0\u03b1\u03b9\u03c4\u03bf\u03cd\u03bc\u03b5\u03bd\u03b5\u03c2 \u03b3\u03bd\u03ce\u03c3\u03b5\u03b9\u03c2 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf \u03c4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae, brand, branding, marketing mix, brand personality, STP, value proposition. \u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf \u03bf\u03b9 entry \u03b3\u03bd\u03ce\u03c3\u03b5\u03b9\u03c2 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c0\u03b5\u03b9\u03c2 \u03cc\u03c4\u03b9 \u03b1\u03c3\u03c7\u03bf\u03bb\u03b5\u03af\u03c3\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03ad\u03c7\u03b5\u03b9\u03c2 \u03c4\u03b9\u03c2 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ad\u03c2 \u03b3\u03bd\u03ce\u03c3\u03b5\u03b9\u03c2 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03bb\u03ac\u03b2\u03b5\u03b9\u03c2, \u03cc\u03c7\u03b9 \u03ad\u03bd\u03b1 brand \u03b1\u03bb\u03bb\u03ac \u03ad\u03c3\u03c4\u03c9 \u03bc\u03b9\u03b1 \u03b1\u03c4\u03bf\u03bc\u03b9\u03ba\u03ae \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7.&nbsp;\u0394\u03b5\u03bd \u03b8\u03b1 \u03bc\u03c0\u03c9 \u03c3\u03b5 \u03b8\u03ad\u03bc\u03b1\u03c4\u03b1 \u03cc\u03c0\u03c9\u03c2 human behavior, buying process, customer journey &amp; touchpoint \u03b3\u03b9\u03b1\u03c4\u03af \u03b5\u03ba\u03b5\u03af \u03b8\u03b1 \u03c3\u03b7\u03ba\u03ce\u03c3\u03bf\u03c5\u03bc\u03b5 \u03ac\u03c3\u03c0\u03c1\u03b7 \u03c3\u03b7\u03bc\u03b1\u03af\u03b1.<\/p>\n\n\n\n<p>\u039a\u03b1\u03b9 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03b5\u03bc\u03c6\u03b1\u03bd\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03b9 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03af\u03b6\u03bf\u03c5\u03bd \u03c3\u03b5\u03bc\u03b9\u03bd\u03ac\u03c1\u03b9\u03b1 \u03c4\u03bf\u03c5 \u03c4\u03cd\u03c0\u03bf\u03c5 \u00ab\u03ad\u03bb\u03b1 \u03bd\u03b1 \u03c3\u03bf\u03c5 \u03b4\u03b5\u03af\u03be\u03c9 \u03c0\u03ce\u03c2 \u03ad\u03c6\u03c4\u03b1\u03c3\u03b1 50.000 followers\u00bb. \u03a4\u03bf agency \u03bc\u03bf\u03c5 \u03bc\u03b1\u03bd\u03b1\u03c4\u03b6\u03ac\u03c1\u03b5\u03b9 \u03b1\u03c5\u03c4\u03ae \u03c4\u03b7 \u03c3\u03c4\u03b9\u03b3\u03bc\u03ae \u03c4\u03bf personal brand \u03b5\u03bd\u03cc\u03c2 top \u0388\u03bb\u03bb\u03b7\u03bd\u03b1 \u03b3\u03b9\u03b1\u03c4\u03c1\u03cc \u03ba\u03b1\u03b9 \u03b5\u03bd\u03cc\u03c2 CEO \u03ba\u03b1\u03b9 \u03b7 \u03c0\u03bf\u03c1\u03b5\u03af\u03b1 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03b7\u03bc\u03b5\u03b9\u03ce\u03bd\u03b5\u03b9 \u03bc\u03ae\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03bf \u03bc\u03ae\u03bd\u03b1 \u03b5\u03ba\u03c0\u03bb\u03b7\u03ba\u03c4\u03b9\u03ba\u03ac \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u03c3\u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03bf \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc. \u0394\u03b5\u03bd \u03b8\u03b1 \u03c4\u03bf\u03bb\u03bc\u03bf\u03cd\u03c3\u03b1 \u03c0\u03bf\u03c4\u03ad \u03bd\u03b1 \u03c0\u03c9 \u03ad\u03bb\u03b1\u03c4\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ad\u03bd\u03b1 \u03c3\u03b5\u03bc\u03b9\u03bd\u03ac\u03c1\u03b9\u03bf \u03c0\u03c9\u03c2 \u03bc\u03b1\u03b6\u03ad\u03c8\u03b1\u03bc\u03b5 \u03c7\u03b9\u03bb\u03b9\u03ac\u03b4\u03b5\u03c2 followers \u03b3\u03b9\u03b1\u03c4\u03af \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03c0\u03bb\u03ae\u03c1\u03b7\u03c2 \u03c5\u03c0\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03bf\u03c5\u03c3\u03af\u03b1\u03c2 \u03c4\u03b7\u03c2 \u03b4\u03bf\u03c5\u03bb\u03b5\u03b9\u03ac\u03c2 \u03c0\u03bf\u03c5 \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9.<\/p>\n\n\n\n<p>\u0391\u03c0\u03cc \u03c0\u03cc\u03c4\u03b5 \u03bf\u03b9 followers \u03ad\u03b3\u03b9\u03bd\u03b1\u03bd KPI \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1\u03c2; \u039f\u03b9 followers \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 penetration, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 market share, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 mental availability, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 buyers. \u0395\u03af\u03bd\u03b1\u03b9 vanity metric \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03ae\u03b8\u03c9\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c1\u03b9\u03bd\u03bf\u03af. \u0391\u03bd \u03b1\u03c5\u03c4\u03cc \u03bf\u03c1\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c9\u03c2 \u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03b3\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c4\u03cc\u03c4\u03b5 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03b5\u03c1\u03af\u03b5\u03c1\u03b3\u03bf \u03c0\u03bf\u03c5 \u03bf \u03ba\u03bb\u03ac\u03b4\u03bf\u03c2 \u03bc\u03b1\u03c2 \u03c7\u03ac\u03bd\u03b5\u03b9 \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1. \u0393\u03b9\u03b1\u03c4\u03af \u03c4\u03bf marketing \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 personal fame economy. \u0395\u03af\u03bd\u03b1\u03b9 growth engine.<\/p>\n\n\n\n<p>\u03a0\u03c1\u03bf\u03c7\u03b8\u03ad\u03c2 \u03ac\u03ba\u03bf\u03c5\u03b3\u03b1 \u03c4\u03bf\u03bd<a href=\"https:\/\/www.linkedin.com\/in\/calebralston\/\"> Caleb Ralston<\/a>, \u03c4\u03bf\u03bd \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf \u03c0\u03bf\u03c5 \u03b2\u03c1\u03af\u03c3\u03ba\u03b5\u03c4\u03b1\u03b9 \u03c0\u03af\u03c3\u03c9 \u03b1\u03c0\u03cc \u03c4\u03bf personal brand \u03c4\u03bf\u03c5 Gary Vaynerchuk \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 Alex Hormozi, \u03b4\u03cd\u03bf \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c0\u03b9\u03bf \u03b9\u03c3\u03c7\u03c5\u03c1\u03ac \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ac brands \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03af\u03c9\u03c2. \u03a3\u03b5 \u03c0\u03c1\u03cc\u03c3\u03c6\u03b1\u03c4\u03bf \u03c3\u03b5\u03bc\u03b9\u03bd\u03ac\u03c1\u03b9\u03cc \u03c4\u03bf\u03c5 \u03b5\u03af\u03c0\u03b5:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>O\u03b9 \u03b1\u03c1\u03b9\u03b8\u03bc\u03bf\u03af \u03c4\u03cd\u03c0\u03bf\u03c5 viral reach, views, likes \u03ba\u03b1\u03b9 followers \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03bd\u03bf\u03b7\u03c3\u03af\u03b5\u03c2 \u03cc\u03c4\u03b1\u03bd \u03c4\u03b1 \u03bc\u03b5\u03c4\u03c1\u03ac\u03bc\u03b5 \u03b1\u03c0\u03bf\u03ba\u03bf\u03bc\u03bc\u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03bf business impact. <\/p>\n<\/blockquote>\n\n\n\n<p>\u03a4\u03bf \u03b5\u03af\u03c0\u03b5 \u03bf \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03b5\u03b9 \u03b4\u03cd\u03bf case studies \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1\u03c2 \u03c3\u03b5 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03bf \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf. \u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b1\u03c0\u03cc \u03bc\u03cc\u03bd\u03bf \u03c4\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 reality check. \u0391\u03bd \u03b1\u03c5\u03c4\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03c0\u03b1\u03c1\u03ac\u03be\u03b5\u03b9 \u03bf\u03c5\u03c3\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03bb\u03ad\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03c4\u03bf viral \u03b4\u03b5\u03bd \u03c3\u03b7\u03bc\u03b1\u03af\u03bd\u03b5\u03b9 \u03c4\u03af\u03c0\u03bf\u03c4\u03b1 \u03c7\u03c9\u03c1\u03af\u03c2 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac, \u03c4\u03cc\u03c4\u03b5 \u03b3\u03b9\u03b1\u03c4\u03af \u03c3\u03c4\u03b7\u03bd \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03ba\u03cd\u03c1\u03b9\u03bf \u03b8\u03ad\u03bc\u03b1 \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7\u03c2, \u03c3\u03c5\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7\u03c2;<\/p>\n\n\n\n<p>\u039a\u03b1\u03ba\u03cc; \u03a0\u03bf\u03bb\u03cd \u03ba\u03b1\u03ba\u03cc \u03b1\u03bd \u03b1\u03bd\u03b1\u03bb\u03bf\u03b3\u03b9\u03c3\u03c4\u03bf\u03cd\u03bc\u03b5 \u03cc\u03c4\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03c4\u03c9\u03bd \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03c9\u03bd \u03ad\u03c7\u03b5\u03b9 \u03b1\u03c1\u03c7\u03af\u03c3\u03b5\u03b9 \u03bd\u03b1 \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03b2\u03b1\u03c3\u03b9\u03ba\u03cc \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03b4\u03b9\u03b1\u03bc\u03bf\u03c1\u03c6\u03ce\u03bd\u03b5\u03b9 \u03c4\u03b7 \u03bd\u03ad\u03b1 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1 \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03b9\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b5\u03bb\u03b5\u03c7\u03ce\u03bd \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n\n\n\n<p><br><strong>\u0397 \u03b1\u03b9\u03c3\u03b8\u03b7\u03c4\u03b9\u03ba\u03ae \u03b2\u03b9\u03bf\u03bc\u03b7\u03c7\u03b1\u03bd\u03af\u03b1 \u03c7\u03c9\u03c1\u03af\u03c2 \u03bf\u03c5\u03c3\u03b9\u03b1\u03c3\u03c4\u03b9\u03ba\u03cc \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1<\/strong><\/p>\n\n\n\n<p>\u039a\u03b1\u03b9 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03b5 \u03cc\u03bb\u03bf \u03b1\u03c5\u03c4\u03cc \u03ad\u03c7\u03b5\u03b9 \u03c3\u03c4\u03b7\u03b8\u03b5\u03af \u03bc\u03b9\u03b1 \u03bf\u03bb\u03cc\u03ba\u03bb\u03b7\u03c1\u03b7 \u03b2\u03b9\u03bf\u03bc\u03b7\u03c7\u03b1\u03bd\u03af\u03b1 \u03b5\u03c0\u03b9\u03b2\u03c1\u03ac\u03b2\u03b5\u03c5\u03c3\u03b7\u03c2 \u03c4\u03bf\u03c5 \u00ab\u03c9\u03c1\u03b1\u03af\u03bf\u03c5\u00bb. \u0395\u03c0\u03b9\u03b2\u03c1\u03b1\u03b2\u03b5\u03cd\u03bf\u03c5\u03bc\u03b5 \u03c9\u03c1\u03b1\u03af\u03b5\u03c2 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2, \u03c9\u03c1\u03b1\u03af\u03b1 visuals, \u03c9\u03c1\u03b1\u03af\u03b5\u03c2 \u03b1\u03b9\u03c3\u03b8\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bb\u03cd\u03c3\u03b5\u03b9\u03c2, \u03c9\u03c1\u03b1\u03af\u03b5\u03c2 \u03bc\u03b9\u03ba\u03c1\u03ad\u03c2 \u03c4\u03b1\u03b9\u03bd\u03af\u03b5\u03c2, \u03c9\u03c1\u03b1\u03af\u03b5\u03c2 \u03b9\u03b4\u03ad\u03b5\u03c2. \u0392\u03c1\u03b1\u03b2\u03b5\u03af\u03b1, \u03b2\u03c1\u03b1\u03b4\u03b9\u03ad\u03c2, \u03c6\u03c9\u03c4\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b5\u03c2, \u03c3\u03b1\u03bd \u03bd\u03b1 \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 fashion industry. <\/p>\n\n\n\n<p>\u0391\u03bd \u03b4\u03b5\u03bd \u03bc\u03b5\u03c4\u03c1\u03ac\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03b4\u03b5\u03bd \u03ba\u03c1\u03b9\u03bd\u03cc\u03bc\u03b1\u03c3\u03c4\u03b5 \u03bc\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03b2\u03bf\u03bb\u03ae \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03be\u03b7 \u03c4\u03c9\u03bd \u03c3\u03c4\u03cc\u03c7\u03c9\u03bd, \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03b5\u03bd\u03cc\u03c2 brand, \u03c3\u03c4\u03b7\u03bd \u03b1\u03cd\u03be\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 brand recall, \u03c3\u03c4\u03b7\u03bd \u03b1\u03cd\u03be\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03b5\u03c1\u03b9\u03b4\u03af\u03bf\u03c5 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03c4\u03cc\u03c4\u03b5 \u03c3\u03b5 \u03c4\u03b9 \u03b1\u03ba\u03c1\u03b9\u03b2\u03ce\u03c2 \u03ba\u03c1\u03b9\u03bd\u03cc\u03bc\u03b1\u03c3\u03c4\u03b5; \u03a3\u03c4\u03bf \u03c9\u03c1\u03b1\u03af\u03bf; <\/p>\n\n\n\n<p>\u0391\u03c5\u03c4\u03cc\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03bf\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03bf\u03c5 bubble. \u039f \u03ba\u03bb\u03ac\u03b4\u03bf\u03c2 \u03bc\u03b1\u03c2 \u03b6\u03b5\u03b9 \u03c3\u03c4\u03bf\u03bd \u03c0\u03bb\u03b1\u03bd\u03ae\u03c4\u03b7 success stories \u03ba\u03b1\u03b9 \u03ba\u03b1\u03bd\u03b5\u03af\u03c2 \u03b4\u03b5\u03bd \u03bc\u03b9\u03bb\u03ac\u03b5\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03bf context, \u03b3\u03b9\u03b1 \u03c4\u03b1 failures, \u03b3\u03b9\u03b1 \u03c4\u03bf business impact \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c3\u03c5\u03c3\u03c4\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc \u03ba\u03b1\u03b9 \u03b2\u03b9\u03ce\u03c3\u03b9\u03bc\u03bf growth \u03c4\u03c9\u03bd \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ce\u03bd brands \u03c3\u03b5 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc.<\/p>\n\n\n\n<p><br><strong>\u039f\u03b9 \u03ba\u03b1\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ad\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03b9\u03ce\u03bd<\/strong><\/p>\n\n\n\n<p>\u0391\u03c0\u03cc \u03c4\u03b7\u03bd \u03ac\u03bb\u03bb\u03b7 \u03c0\u03bb\u03b5\u03c5\u03c1\u03ac \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b9\u03c2 \u03ba\u03b1\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03ba\u03bf\u03c3\u03c4\u03bf\u03b2\u03cc\u03c1\u03b5\u03c2 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ad\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03b9\u03ce\u03bd \u03c0\u03bf\u03c5 \u03bc\u03b7 \u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03c0\u03bf\u03b9\u03bf\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03bf\u03c5 marketer, \u03b4\u03af\u03bd\u03bf\u03c5\u03bd \u03c4\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03c5\u03c0\u03b5\u03c5\u03b8\u03cd\u03bd\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c3\u03b5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03ad\u03c7\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03b1\u03c0\u03b1\u03b9\u03c4\u03bf\u03cd\u03bc\u03b5\u03bd\u03b5\u03c2 \u03b3\u03bd\u03ce\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03c5\u03c0\u03cc\u03b2\u03b1\u03b8\u03c1\u03bf \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03bb\u03ac\u03b2\u03bf\u03c5\u03bd \u03b5\u03c0\u03ac\u03be\u03b9\u03b1 \u03c4\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03ae\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf\u03bd \u03bf\u03c1\u03b3\u03b1\u03bd\u03b9\u03c3\u03bc\u03cc \u03c3\u03b5 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7.<\/p>\n\n\n\n<p>\u03a3\u03c4\u03b7 \u03c3\u03c5\u03bd\u03ad\u03c7\u03b5\u03b9\u03b1 \u03b2\u03bb\u03ad\u03c0\u03bf\u03bd\u03c4\u03b1\u03c2 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b1\u03bd\u03c4\u03b1\u03c0\u03bf\u03ba\u03c1\u03b9\u03b8\u03b5\u03af, \u03b3\u03af\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03af\u03b4\u03b9\u03bf\u03b9 marketing directors \u03ba\u03b1\u03b9 \u03b4\u03af\u03bd\u03bf\u03c5\u03bd \u03b5\u03bd\u03c4\u03bf\u03bb\u03ad\u03c2 \u03c3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c4\u03b9 \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03c0\u03c9\u03c2 \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03c4\u03bf \u03ba\u03ac\u03bd\u03b5\u03b9. \u039f\u03b9 marketers \u03c9\u03c2 \u03ba\u03b1\u03bb\u03bf\u03af \u03b5\u03bd\u03c4\u03bf\u03bb\u03bf\u03b4\u03cc\u03c7\u03bf\u03b9 \u03c5\u03bb\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd \u03ac\u03bd\u03c9\u03b8\u03b5\u03bd \u03b5\u03bd\u03c4\u03bf\u03bb\u03ad\u03c2 &#8211; \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2, \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03c3\u03c4\u03b7\u03c1\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b1, \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1, \u03b1\u03bd\u03b1\u03bb\u03cd\u03c3\u03b5\u03b9\u03c2 \u03ae 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\u03ba\u03ac\u03bd\u03b5\u03b9. \u0394\u03b7\u03bb\u03b1\u03b4\u03ae, \u03c3\u03ba\u03b5\u03c6\u03c4\u03b5\u03af\u03c4\u03b5 \u03c3\u03b5 \u03cc\u03bb\u03b1 \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9 \u03c0\u03bf\u03c5 \u03b1\u03bd\u03ad\u03c6\u03b5\u03c1\u03b1 \u03bd\u03b1 \u03c4\u03b1 \u03ad\u03ba\u03b1\u03bd\u03b5 \u03c7\u03c9\u03c1\u03af\u03c2 \u03c0\u03bb\u03ac\u03bd\u03bf \u03ba\u03b1\u03b9 \u03c3\u03c7\u03ad\u03b4\u03b9\u03b1.<\/p>\n\n\n\n<p>\u0398\u03b1 \u03bc\u03bf\u03c5 \u03c0\u03b5\u03af\u03c4\u03b5 \u03c0\u03bf\u03c5 \u03c4\u03b1 \u03be\u03ad\u03c1\u03c9 \u03cc\u03bb\u03b1 \u03b1\u03c5\u03c4\u03ac; \u0395\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03b1\u03c5\u03c4\u03bf\u03af \u03c0\u03bf\u03c5 \u03bc\u03b1\u03c2 \u03ba\u03b1\u03bb\u03bf\u03cd\u03bd \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03af\u03b5\u03c2, brand managers, \u03c0\u03cc\u03bb\u03b5\u03b9\u03c2, \u03c6\u03bf\u03c1\u03b5\u03af\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba (\u03c3\u03c4\u03b1 backstage \u03ba\u03b1\u03b9 \u03c7\u03c9\u03c1\u03af\u03c2 \u03bd\u03b1 \u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03b5\u03b9 \u03ba\u03b1\u03bd\u03b5\u03af\u03c2), \u03ba\u03b1\u03b9 \u03c0\u03af\u03c3\u03c9 \u03b1\u03c0\u03cc \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2, \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03ba\u03b1\u03c4\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03bc\u03b5\u03c4\u03ac \u03bd\u03b1 \u03b8\u03ad\u03c3\u03bf\u03c5\u03bc\u03b5 frameworks, \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2. \u039a\u03b1\u03b9 \u03b7 \u03b4\u03b9\u03b1\u03c0\u03af\u03c3\u03c4\u03c9\u03c3\u03b7 \u03bc\u03b1\u03c2 \u03b5\u03b9\u03bd\u03b1\u03af \u03cc\u03c4\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03cc\u03b2\u03bb\u03b7\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b5\u03b3\u03ac\u03bb\u03bf.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03ac\u03c1\u03c1\u03c9\u03c3\u03c4\u03bf \u03ba\u03b1\u03b9 \u03c0\u03ac\u03c3\u03c7\u03b5\u03b9 \u03b1\u03c0\u03cc \u03ad\u03bb\u03bb\u03b5\u03b9\u03c8\u03b7 \u03bf\u03c1\u03b3\u03ac\u03bd\u03c9\u03c3\u03b7\u03c2, \u03b5\u03c5\u03b8\u03c5\u03b3\u03c1\u03ac\u03bc\u03bc\u03b9\u03c3\u03b7\u03c2, \u03c0\u03c1\u03bf\u03c3\u03b1\u03bd\u03b1\u03c4\u03bf\u03bb\u03b9\u03c3\u03bc\u03bf\u03cd, \u03c3\u03c5\u03bd\u03ad\u03c7\u03b5\u03b9\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1\u03c2, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03ad\u03bb\u03bb\u03b5\u03b9\u03c8\u03b7 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ce\u03bd \u03b3\u03bd\u03ce\u03c3\u03b5\u03c9\u03bd \u03c4\u03c9\u03bd \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n<\/blockquote>\n\n\n\n<p><br><strong>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c6\u03bf\u03c1\u03ac \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2, \u03cc\u03c7\u03b9 \u03c5\u03c0\u03bf\u03bb\u03bf\u03b3\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b7\u03c7\u03b1\u03bd\u03ad\u03c2<\/strong><\/p>\n\n\n\n<p>\u0395\u03af\u03c7\u03b1 \u03b4\u03b9\u03b1\u03b2\u03ac\u03c3\u03b5\u03b9 \u03c0\u03c1\u03b9\u03bd \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1 \u03c3\u03c4\u03bf \u03b2\u03b9\u03b2\u03bb\u03af\u03bf <a href=\"https:\/\/www.amazon.com\/Humanize-People-Centric-Organizations-Succeed-Social\/dp\/0789741121\">Humanize<\/a> \u03b4\u03cd\u03bf \u03c3\u03b5\u03b9\u03c1\u03ad\u03c2 \u03c0\u03bf\u03c5, \u03cc\u03c0\u03c9\u03c2 \u03c6\u03b1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9, \u03bc\u03bf\u03c5 \u03ad\u03bc\u03b5\u03b9\u03bd\u03b1\u03bd \u03b3\u03b9\u03b1 \u03c0\u03ac\u03bd\u03c4\u03b1. \u039f \u03c3\u03c5\u03b3\u03b3\u03c1\u03b1\u03c6\u03ad\u03b1\u03c2 Jamie Notter \u03ad\u03bb\u03b5\u03b3\u03b5 \u201c\u03a4\u03b1 \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1 \u03ba\u03ac\u03bd\u03b1\u03bc\u03b5 \u03c4\u03bf \u03bb\u03ac\u03b8\u03bf\u03c2 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03bf\u03cd\u03bc\u03b5 \u03bd\u03b1 \u03b2\u03ac\u03bb\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf\u03bd \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf \u03c3\u03cd\u03c3\u03c4\u03b7\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c4\u03bf\u03bd \u03bc\u03b7\u03c7\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5. \u03a4\u03ce\u03c1\u03b1 \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03b2\u03ac\u03bb\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03c3\u03cd\u03c3\u03c4\u03b7\u03bc\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf\u03bd \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c4\u03bf \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c0\u03b9\u03bf \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03bf.\u201d<\/p>\n\n\n\n<p>\u0394\u03c5\u03c3\u03c4\u03c5\u03c7\u03ce\u03c2, \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03be\u03b1\u03bd\u03ac \u03c4\u03bf \u03af\u03b4\u03b9\u03bf \u03bb\u03ac\u03b8\u03bf\u03c2. \u039c\u03b1\u03c2 \u03b8\u03b1\u03bc\u03c0\u03ce\u03bd\u03b5\u03b9 \u03c4\u03cc\u03c3\u03bf \u03c0\u03bf\u03bb\u03cd \u03b7 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b1, \u03cc\u03c0\u03c9\u03c2 \u03c4\u03ce\u03c1\u03b1 \u03bc\u03b5 \u03c4\u03bf AI, \u03c0\u03bf\u03c5 \u03be\u03b5\u03c7\u03bd\u03ac\u03bc\u03b5 \u03b3\u03b9\u03b1 \u03b1\u03ba\u03cc\u03bc\u03b7 \u03bc\u03af\u03b1 \u03c6\u03bf\u03c1\u03ac \u03cc\u03c4\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2.<\/p>\n\n\n\n<p>\u03a4\u03bf \u03c4\u03bf\u03bd\u03af\u03b6\u03c9 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1 \u03cc\u03c4\u03b9 \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03b9 \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03bf\u03c5\u03bd, \u03cc\u03c7\u03b9 \u03c5\u03c0\u03bf\u03bb\u03bf\u03b3\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b7\u03c7\u03b1\u03bd\u03ad\u03c2. \u0395\u03bc\u03b5\u03af\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b1\u03c3\u03c4\u03b5 \u03c3\u03c4\u03bf marketing \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03bc\u03c0\u03bf\u03cd\u03bc\u03b5 \u03c3\u03c4\u03bf \u03bc\u03c5\u03b1\u03bb\u03cc \u03c4\u03c9\u03bd \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03bb\u03ad\u03be\u03b1\u03bc\u03b5 \u03cc\u03c4\u03b9 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bc\u03b5 \u03bd\u03b1 \u03b2\u03bf\u03b7\u03b8\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b5 \u03bc\u03af\u03b1 \u03bb\u03cd\u03c3\u03b7. \u0398\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bc\u03bd\u03ae\u03bc\u03b7, \u03bc\u03b5 \u03c3\u03c5\u03bd\u03b1\u03af\u03c3\u03b8\u03b7\u03bc\u03b1, \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03b1\u03c1\u03b1\u03bc\u03b5\u03af\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b5\u03ba\u03b5\u03af \u03c3\u03c4\u03b1\u03b8\u03b5\u03c1\u03ac \u03c9\u03c2 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03c4\u03bf\u03c5\u03c2 \u03b3\u03b9\u03b1 \u03cc\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bc\u03b5. \u039e\u03b5\u03c7\u03bd\u03ac\u03bc\u03b5 \u03be\u03b1\u03bd\u03ac \u03cc\u03c4\u03b9 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c6\u03bf\u03c1\u03ac \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2.<\/p>\n\n\n\n<p>\u0391\u03bd \u03ba\u03ac\u03c4\u03b9 \u03bb\u03b5\u03af\u03c0\u03b5\u03b9 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03b1\u03c0\u03cc \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b7 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b1. \u0395\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b2\u03b1\u03b8\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5. \u039f\u03b9 marketers \u03b8\u03b1 \u03ad\u03c0\u03c1\u03b5\u03c0\u03b5 \u03bd\u03b1 \u03c0\u03b1\u03c1\u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03bf\u03cd\u03bd \u03bc\u03b1\u03b8\u03ae\u03bc\u03b1\u03c4\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba (\u03c3\u03b1\u03c6\u03ad\u03c3\u03c4\u03b1\u03c4\u03b1), \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03b7\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u03c2, \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03bf\u03bb\u03bf\u03b3\u03af\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c8\u03c5\u03c7\u03bf\u03bb\u03bf\u03b3\u03af\u03b1\u03c2. \u039d\u03b1 \u03bc\u03b1\u03b8\u03b1\u03af\u03bd\u03bf\u03c5\u03bd \u03c0\u03ce\u03c2 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b5\u03af \u03bf \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03bf\u03c2 \u03bd\u03bf\u03c5\u03c2, \u03c0\u03ce\u03c2 \u03c0\u03b1\u03af\u03c1\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2, \u03c0\u03ce\u03c2 \u03b3\u03b5\u03bd\u03bd\u03b9\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03c3\u03c5\u03bd\u03b5\u03b9\u03c1\u03bc\u03bf\u03af \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c3\u03c5\u03bd\u03b1\u03b9\u03c3\u03b8\u03ae\u03bc\u03b1\u03c4\u03b1, \u03c0\u03c9\u03c2 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b5\u03af \u03c4\u03bf \u03c5\u03c0\u03bf\u03c3\u03c5\u03bd\u03b5\u03af\u03b4\u03b7\u03c4\u03bf. \u0393\u03b9\u03b1\u03c4\u03af \u03b1\u03bd \u03c4\u03bf \u03bc\u03c5\u03b1\u03bb\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c7\u03ce\u03c1\u03bf\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf\u03bd \u03bf\u03c0\u03bf\u03af\u03bf \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u201c\u03bc\u03c0\u03bf\u03cd\u03bc\u03b5\u201d, \u03bf\u03c6\u03b5\u03af\u03bb\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03ce\u03c4\u03b1 \u03bd\u03b1 \u03c4\u03bf\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5.<\/p>\n\n\n\n<p>\u0388\u03c3\u03c4\u03c9 \u03bd\u03b1 \u03b4\u03b9\u03b1\u03b2\u03ac\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf \u03b2\u03b9\u03b2\u03bb\u03af\u03bf \u03c4\u03bf\u03c5 <a href=\"https:\/\/en.wikipedia.org\/wiki\/Daniel_Kahneman\">Daniel Kahneman<\/a> &#8220;\u03a3\u03ba\u03ad\u03c8\u03b7 \u03b1\u03c1\u03b3\u03ae \u03ba\u03b1\u03b9 \u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03b7&#8221;. \u03a4\u03bf \u03b2\u03b9\u03b2\u03bb\u03af\u03bf \u03b4\u03b9\u03b5\u03c1\u03b5\u03c5\u03bd\u03ac \u03c4\u03bf\u03c5\u03c2 \u03bc\u03b7\u03c7\u03b1\u03bd\u03b9\u03c3\u03bc\u03bf\u03cd\u03c2 \u03bb\u03ae\u03c8\u03b7\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03c9\u03bd, \u03bc\u03b5\u03bb\u03b5\u03c4\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03b9\u03ba\u03ae \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b3\u03bd\u03c9\u03c3\u03b9\u03b1\u03ba\u03ae \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7. <\/p>\n\n\n\n<p>\u0391\u03bd\u03c4\u2019 \u03b1\u03c5\u03c4\u03bf\u03cd, \u03c4\u03bf \u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd \u03c3\u03c4\u03c1\u03ad\u03c6\u03b5\u03c4\u03b1\u03b9 \u03bf\u03bb\u03bf\u03ad\u03bd\u03b1 \u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c0\u03c1\u03bf\u03c2 \u03c4\u03b9\u03c2 \u03bc\u03b7\u03c7\u03b1\u03bd\u03ad\u03c2. \u03a0\u03c1\u03bf\u03c2 \u03c4\u03bf \u03c0\u03ce\u03c2 \u03b8\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf AI \u03bd\u03b1 \u03c3\u03ba\u03b5\u03c6\u03c4\u03b5\u03af \u03c3\u03b1\u03bd \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03c2, \u03b1\u03bd\u03c4\u03af \u03bd\u03b1 \u03bc\u03ac\u03b8\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03ce\u03c4\u03b1 \u03c0\u03ce\u03c2 \u03c3\u03ba\u03ad\u03c6\u03c4\u03b5\u03c4\u03b1\u03b9 \u03bf \u03af\u03b4\u03b9\u03bf\u03c2 \u03bf \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03c2.<\/p>\n\n\n\n<p><br><strong>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03bf\u03b4\u03b5\u03af\u03be\u03b5\u03b9\u03c2<\/strong><\/p>\n\n\n\n<p>\u039f William Caruso \u03c0\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03ae\u03c2 \u03c3\u03c4\u03bf <a href=\"https:\/\/marketingscience.info\/\">Ehrenberg-Bass Institute<\/a> \u03c3\u03c4\u03b7\u03bd \u0391\u03c5\u03c3\u03c4\u03c1\u03b1\u03bb\u03af\u03b1,\u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03b9\u03bd\u03c3\u03c4\u03b9\u03c4\u03bf\u03cd\u03c4\u03bf \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2 \u03c3\u03c4\u03bf marketing \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03af\u03c9\u03c2, \u03b4\u03ae\u03bb\u03c9\u03c3\u03b5 \u03c0\u03c1\u03cc\u03c3\u03c6\u03b1\u03c4\u03b1 \u03ba\u03ac\u03c4\u03b9 \u03b8\u03b5\u03bc\u03b5\u03bb\u03b9\u03ce\u03b4\u03b5\u03c2.<\/p>\n\n\n\n<p>\u038c\u03c0\u03c9\u03c2 \u03bf\u03b9 \u03b1\u03c1\u03c7\u03b9\u03c4\u03ad\u03ba\u03c4\u03bf\u03bd\u03b5\u03c2 \u03b4\u03b5\u03bd \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03b3\u03bd\u03bf\u03ae\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf\u03c5\u03c2 \u03c6\u03c5\u03c3\u03b9\u03ba\u03bf\u03cd\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2 \u03cc\u03c4\u03b1\u03bd \u03c3\u03c7\u03b5\u03b4\u03b9\u03ac\u03b6\u03bf\u03c5\u03bd \u03ba\u03c4\u03af\u03c1\u03b9\u03b1, \u03ad\u03c4\u03c3\u03b9 \u03ba\u03b1\u03b9 \u03bf\u03b9 marketers \u03b4\u03b5\u03bd \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03b3\u03bd\u03bf\u03ae\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf\u03c5\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03b9\u03ad\u03c0\u03bf\u03c5\u03bd \u03c4\u03bf \u03c0\u03ce\u03c2 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03b1\u03bd\u03b1\u03c0\u03c4\u03cd\u03c3\u03c3\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c4\u03b1 brands. \u038c\u03c7\u03b9 \u03c4\u03bf\u03c5\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2 \u03c4\u03c9\u03bd trends \u03ae \u03c4\u03c9\u03bd \u03c0\u03bb\u03b1\u03c4\u03c6\u03bf\u03c1\u03bc\u03ce\u03bd \u03b1\u03bb\u03bb\u03ac \u03c4\u03bf\u03c5\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n\n\n\n<p>\u0393\u03b9\u03b1\u03c4\u03af \u03c3\u03c4\u03bf \u03c4\u03ad\u03bb\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03b7\u03bc\u03ad\u03c1\u03b1\u03c2 \u03b7 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bc\u03b5\u03c4\u03c1\u03ac \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03bc\u03bf\u03c1\u03c6\u03ce\u03bd\u03b5\u03b9 \u03b7 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03b7 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac, \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf \u03c0\u03ce\u03c2 \u03bf\u03b9 \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03b9 \u03c3\u03ba\u03ad\u03c6\u03c4\u03bf\u03bd\u03c4\u03b1\u03b9, \u03b8\u03c5\u03bc\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9, \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03bf\u03c5\u03bd, \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03c5\u03bd \u03ba\u03b1\u03b9 \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03bf\u03c5\u03bd.<\/p>\n\n\n\n<p>\u0391\u03c1\u03c7\u03ad\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf mental \u03ba\u03b1\u03b9 \u03c4\u03bf physical availability, \u03c4\u03bf double jeopardy \u03ba\u03b1\u03b9 \u03c4\u03b1 distinctive assets \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b9\u03b4\u03ad\u03b5\u03c2 \u03ae buzzwords. \u0395\u03af\u03bd\u03b1\u03b9 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03ac\u03c3\u03bc\u03b1\u03c4\u03b1 \u03b1\u03c0\u03cc \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b5\u03c2 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ce\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03c3\u03b5 \u03c0\u03bf\u03bb\u03bb\u03ad\u03c2 \u03ba\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b5\u03c2, \u03c3\u03b5 \u03c0\u03bf\u03bb\u03bb\u03ad\u03c2 \u03c7\u03ce\u03c1\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03b5 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c7\u03c1\u03bf\u03bd\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b5\u03c1\u03b9\u03cc\u03b4\u03bf\u03c5\u03c2.<\/p>\n\n\n\n<p>\u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03b5\u03c0\u03af\u03c3\u03b7\u03c2 \u03b1\u03bd\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03c4\u03b1\u03b9, \u03ba\u03b1\u03b9 \u03bb\u03af\u03b3\u03bf\u03b9 \u03c4\u03bf \u03bb\u03ad\u03bd\u03b5 \u03c4\u03cc\u03c3\u03bf \u03c9\u03bc\u03ac, \u03b5\u03af\u03bd\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03ba\u03cc\u03bd\u03c4\u03c1\u03b1 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03bf\u03cd\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2. \u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03bf\u03cd\u03c2. \u0393\u03b9\u2019 \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03b9 brands \u03c0\u03bf\u03c5 \u03b1\u03b3\u03bd\u03bf\u03bf\u03cd\u03bd \u03c4\u03bf\u03c5\u03c2 \u03bd\u03cc\u03bc\u03bf\u03c5\u03c2 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03c0\u03b5\u03c4\u03cd\u03c7\u03bf\u03c5\u03bd \u03b3\u03b9\u03b1 \u03bb\u03af\u03b3\u03bf \u03b1\u03bb\u03bb\u03ac \u03ba\u03ac\u03c0\u03bf\u03b9\u03b1 \u03c3\u03c4\u03b9\u03b3\u03bc\u03ae \u03c0\u03ad\u03c6\u03c4\u03bf\u03c5\u03bd.<\/p>\n\n\n\n<p>\u03a4\u03b1\u03c5\u03c4\u03af\u03c3\u03c4\u03b7\u03ba\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd William Caruso, \u03b4\u03b9\u03cc\u03c4\u03b9 \u03c0\u03ac\u03bd\u03c4\u03b1 \u03c4\u03bf \u03bb\u03ad\u03c9 (\u03ba\u03b1\u03b9 \u03b8\u03b1 \u03c3\u03c5\u03bd\u03b5\u03c7\u03af\u03c3\u03c9 \u03bd\u03b1 \u03c4\u03bf \u03bb\u03ad\u03c9) \u03c3\u03c4\u03bf\u03c5\u03c2 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03bc\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03bf\u03bc\u03b9\u03bb\u03af\u03b5\u03c2 \u03bc\u03bf\u03c5 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u201c\u03ad\u03c4\u03c3\u03b9 \u03bc\u03bf\u03c5 \u03b1\u03c1\u03ad\u03c3\u03b5\u03b9, \u03ad\u03c4\u03c3\u03b9 \u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03c9 \u03b5\u03b3\u03ce\u201d, \u03bb\u03af\u03b3\u03bf \u03ad\u03bc\u03c0\u03bd\u03b5\u03c5\u03c3\u03b7 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Branding \u03ae performance; SEO \u03ae ads; Brand Awareness \u03ae hard selling; Online \u03ae offline; \u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03ae \u03b1\u03c5\u03c4\u03cc. \u0395\u03af\u03bd\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c3\u03c4\u03b9\u03c2 \u03c3\u03c9\u03c3\u03c4\u03ad\u03c2 \u03b4\u03bf\u03c3\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c0\u03b7\u03b3\u03ac\u03b6\u03bf\u03c5\u03bd \u03b1\u03c0\u03cc \u03c4\u03b7 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03bf\u03c1\u03b9\u03c3\u03c4\u03b5\u03af.<\/p>\n\n\n\n<p>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 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\u03ba\u03ac\u03bd\u03b1\u03c4\u03b5, \u03c0\u03b5\u03c4\u03cd\u03c7\u03b1\u03c4\u03b5 \u03c0\u03b1\u03c1\u03ac \u03c4\u03bf \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03cc\u03c4\u03b9 \u03b4\u03b5\u03bd \u03c4\u03b1 \u03ba\u03ac\u03bd\u03b1\u03c4\u03b5. \u0391\u03c0\u03bb\u03ce\u03c2 \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03c4\u03b5 \u03b4\u03c1\u03b1\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03c4\u03bf \u03c1\u03af\u03c3\u03ba\u03bf\u201d.<\/p>\n\n\n\n<p>\u0393\u03b9\u03b1\u03c4\u03af \u03ad\u03bd\u03b1 brand \u03b4\u03b5\u03bd \u03ad\u03c7\u03b5\u03b9 \u03b7\u03bc\u03b5\u03c1\u03bf\u03bc\u03b7\u03bd\u03af\u03b1 \u03bb\u03ae\u03be\u03b7\u03c2. \u0395\u03ba\u03c4\u03cc\u03c2 \u03b1\u03bd \u03c4\u03bf\u03c5 \u03c4\u03b7 \u03b4\u03ce\u03c3\u03bf\u03c5\u03bc\u03b5 \u03b5\u03bc\u03b5\u03af\u03c2. \u0393\u03b9\u03b1\u03c4\u03af \u03c4\u03b1 brands, \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03cc\u03c4\u03b1\u03bd \u03bc\u03ad\u03bd\u03bf\u03c5\u03bd \u03c3\u03c4\u03ac\u03c3\u03b9\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac \u03b5\u03be\u03b5\u03bb\u03af\u03c3\u03b5\u03c4\u03b1\u03b9, \u03b1\u03c1\u03b3\u03ac \u03b7 \u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03b1 \u03b2\u03b3\u03b1\u03af\u03bd\u03bf\u03c5\u03bd \u03b5\u03ba\u03c4\u03cc\u03c2 \u03c0\u03b1\u03b9\u03c7\u03bd\u03b9\u03b4\u03b9\u03bf\u03cd. \u0391\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5, \u03c9\u03c2 brand owners, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 \u03c4\u03c5\u03c7\u03b1\u03af\u03bf \u03ba\u03b1\u03b9 \u03c0\u03c1\u03cc\u03c3\u03ba\u03b1\u03b9\u03c1\u03bf peak. \u0397 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03c4\u03b1\u03b8\u03b5\u03c1\u03ae \u03ba\u03b1\u03b9 \u03b2\u03b9\u03ce\u03c3\u03b9\u03bc\u03b7 \u03c0\u03b1\u03c1\u03ac \u03c4\u03b9\u03c2 \u03cc\u03c0\u03bf\u03b9\u03b5\u03c2 \u03b1\u03bb\u03bb\u03b1\u03b3\u03ad\u03c2, \u03c4\u03b9\u03c2 \u03b1\u03bd\u03b1\u03c4\u03b1\u03c1\u03ac\u03be\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03b1\u03bd\u03b1\u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03bf\u03b3\u03ad\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2.<\/p>\n\n\n\n<p><br><strong>\u0391\u03bd \u03b4\u03b5\u03bd \u03b1\u03bb\u03bb\u03ac\u03be\u03bf\u03c5\u03bc\u03b5 mindset, \u03b4\u03b5\u03bd \u03b8\u03b1 \u03b1\u03bb\u03bb\u03ac\u03be\u03b5\u03b9 \u03c4\u03af\u03c0\u03bf\u03c4\u03b1 \u03c3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong><\/p>\n\n\n\n<p>\u039a\u03b1\u03b9 \u03b1\u03c2 \u03bc\u03b9\u03bb\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03b1\u03bd\u03bf\u03b9\u03c7\u03c4\u03ac. \u03a0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03c3\u03c4\u03b1\u03bc\u03b1\u03c4\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03b1\u03b9\u03b8\u03b5\u03c1\u03bf\u03b2\u03ac\u03bc\u03bf\u03bd\u03b5\u03c2. \u039d\u03b1 \u03c3\u03c4\u03b1\u03bc\u03b1\u03c4\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03c3\u03c4\u03c1\u03bf\u03c5\u03b8\u03bf\u03ba\u03b1\u03bc\u03b7\u03bb\u03af\u03b6\u03bf\u03c5\u03bc\u03b5. \u039d\u03b1 \u03c3\u03c4\u03b1\u03bc\u03b1\u03c4\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03b6\u03bf\u03cd\u03bc\u03b5 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b7 \u03c6\u03bf\u03cd\u03c3\u03ba\u03b1 \u03c4\u03c9\u03bd \u03c6\u03ce\u03c4\u03c9\u03bd, \u03c4\u03bf\u03c5 \u201c\u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03bf\u03cd\u201d \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 \u201c\u03c9\u03c1\u03b1\u03af\u03bf\u03c5\u201d, \u03bb\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c2 \u03ba\u03cc\u03c3\u03bc\u03bf\u03c2. \u0388\u03be\u03c9 \u03b1\u03c0\u03cc \u03c4\u03b7 \u03b4\u03b9\u03ba\u03ae \u03bc\u03b1\u03c2 \u03c6\u03bf\u03cd\u03c3\u03ba\u03b1 \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03b1\u03b3\u03bf\u03c1\u03ac. \u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1. \u03a5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03b9 \u03c0\u03bf\u03c5 \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03bf\u03c5\u03bd, \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03c5\u03bd, \u03c0\u03bf\u03c5 \u03b1\u03bb\u03bb\u03ac\u03b6\u03bf\u03c5\u03bd.<\/p>\n\n\n\n<p>\u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03ae \u03b7 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1, \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03b1\u03bd \u03b4\u03b5\u03bd \u03bc\u03b1\u03c2 \u03b1\u03c1\u03ad\u03c3\u03b5\u03b9, \u03b1\u03c0\u03ad\u03c7\u03b5\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03c4\u03c1\u03cc\u03c0\u03bf \u03c0\u03bf\u03c5 \u03b5\u03bc\u03b5\u03af\u03c2 \u03b2\u03bb\u03ad\u03c0\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b1 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03bc\u03b1\u03c2. \u0391\u03bd \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bd\u03b1 \u03be\u03b1\u03bd\u03b1\u03c0\u03ac\u03c1\u03b5\u03b9 \u03c4\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03b1\u03be\u03af\u03b6\u03b5\u03b9, \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03c0\u03c1\u03ce\u03c4\u03b1 \u03b5\u03bc\u03b5\u03af\u03c2 \u03bd\u03b1 \u03c3\u03c4\u03b1\u03b8\u03bf\u03cd\u03bc\u03b5 \u03bc\u03b5 \u03c3\u03bf\u03b2\u03b1\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03c4\u03b7\u03bd \u03af\u03b4\u03b9\u03b1 \u03c4\u03bf\u03c5 \u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1.<\/p>\n\n\n\n<p>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03b1\u03c1\u03ad\u03c3\u03b5\u03b9 \u03c3\u03b5 \u03b5\u03bc\u03ac\u03c2, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 self expression, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03ae \u03b1\u03c5\u03c4\u03bf\u03c0\u03c1\u03b1\u03b3\u03bc\u03ac\u03c4\u03c9\u03c3\u03b7. \u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 market adaptation. \u0395\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b9\u03ba\u03b1\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03bd\u03b1 \u03b5\u03c5\u03b8\u03c5\u03b3\u03c1\u03b1\u03bc\u03bc\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03cc\u03c7\u03b9 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b1\u03c2 \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ae\u03c3\u03b5\u03b9\u03c2. \u0391\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03c3\u03b7\u03bc\u03b5\u03af\u03bf \u03bc\u03b7\u03b4\u03ad\u03bd \u03c3\u03c4\u03b7\u03bd \u03b1\u03bb\u03bb\u03b1\u03b3\u03ae \u03bd\u03bf\u03bf\u03c4\u03c1\u03bf\u03c0\u03af\u03b1\u03c2.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03b1\u03c1\u03ad\u03c3\u03b5\u03b9 \u03c3\u03b5 \u03b5\u03bc\u03ac\u03c2, \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 self expression, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03ae \u03b1\u03c5\u03c4\u03bf\u03c0\u03c1\u03b1\u03b3\u03bc\u03ac\u03c4\u03c9\u03c3\u03b7. \u03a4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 market adaptation. \u0395\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b9\u03ba\u03b1\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03bd\u03b1 \u03b5\u03c5\u03b8\u03c5\u03b3\u03c1\u03b1\u03bc\u03bc\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03cc\u03c7\u03b9 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b1\u03c2 \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ae\u03c3\u03b5\u03b9\u03c2. \u0391\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03c3\u03b7\u03bc\u03b5\u03af\u03bf \u03bc\u03b7\u03b4\u03ad\u03bd \u03c3\u03c4\u03b7\u03bd \u03b1\u03bb\u03bb\u03b1\u03b3\u03ae \u03bd\u03bf\u03bf\u03c4\u03c1\u03bf\u03c0\u03af\u03b1\u03c2.<\/p>\n<\/blockquote>\n\n\n\n<p><strong>\u039f \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03bf\u03c5 marketer<\/strong><\/p>\n\n\n\n<p>\u03a3\u03b5 \u03bc\u03b9\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac \u03c0\u03bf\u03c5 \u03ba\u03b9\u03bd\u03b5\u03af\u03c4\u03b1\u03b9 \u03c0\u03b9\u03bf \u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03b1 \u03b1\u03c0\u2019 \u03cc\u03c3\u03bf \u03c0\u03c1\u03bf\u03bb\u03b1\u03b2\u03b1\u03af\u03bd\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03c3\u03ba\u03b5\u03c6\u03c4\u03bf\u03cd\u03bc\u03b5, \u03bf\u03b9 marketers \u03b2\u03c1\u03af\u03c3\u03ba\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ac \u03c3\u03c4\u03b7 \u03bc\u03ad\u03c3\u03b7. \u0391\u03bd\u03ac\u03bc\u03b5\u03c3\u03b1 \u03c3\u03b5 \u03b4\u03b9\u03bf\u03b9\u03ba\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03bf\u03c5 \u03b6\u03b7\u03c4\u03bf\u03cd\u03bd \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1, \u03bf\u03bc\u03ac\u03b4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b5\u03b9\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b8\u03bf\u03b4\u03ae\u03b3\u03b7\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03bc\u03b9\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac \u03c0\u03bf\u03c5 \u03b1\u03bb\u03bb\u03ac\u03b6\u03b5\u03b9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03ce\u03c2. \u038c\u03c3\u03bf\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03b1\u03c0\u03b1\u03b9\u03c4\u03bf\u03cd\u03bc\u03b5\u03bd\u03b5\u03c2 \u03b3\u03bd\u03ce\u03c3\u03b5\u03b9\u03c2, \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03bf\u03c5\u03bd \u03c4\u03b1 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ac, \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2 \u03ba\u03c1\u03b1\u03c4\u03bf\u03cd\u03bd \u03b9\u03c3\u03bf\u03c1\u03c1\u03bf\u03c0\u03af\u03b5\u03c2, \u03b5\u03be\u03b7\u03b3\u03bf\u03cd\u03bd, \u03c3\u03c5\u03bd\u03b4\u03ad\u03bf\u03c5\u03bd, \u03b5\u03c0\u03b9\u03bc\u03ad\u03bd\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03cc\u03c4\u03b1\u03bd \u03b3\u03cd\u03c1\u03c9 \u03c4\u03bf\u03c5\u03c2 \u03b5\u03c0\u03b9\u03ba\u03c1\u03b1\u03c4\u03b5\u03af \u03c4\u03b1\u03ba\u03c4\u03b9\u03ba\u03ae. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03ba\u03b1\u03b9 \u03c0\u03bf\u03bb\u03bb\u03bf\u03af marketers \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03b5\u03c7\u03bf\u03c5\u03bd \u03c4\u03bf \u03c5\u03c0\u03cc\u03b2\u03b1\u03b8\u03c1\u03bf, \u03c4\u03b9\u03c2 \u03b1\u03c0\u03b1\u03c1\u03b1\u03af\u03c4\u03b7\u03c4\u03b5\u03c2 \u03b4\u03b5\u03be\u03b9\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2, \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b3\u03bd\u03ce\u03c3\u03b7, \u03bf\u03c0\u03cc\u03c4\u03b5 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03c5\u03bd \u03cc\u03c4\u03b9 \u03be\u03ad\u03c1\u03bf\u03c5\u03bd \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf \u03be\u03ad\u03c1\u03bf\u03c5\u03bd. <\/p>\n\n\n\n<p>\u0395\u03af\u03c4\u03b5 \u03c3\u03c4\u03b7 \u03bc\u03af\u03b1 \u03b5\u03af\u03c4\u03b5 \u03c3\u03c4\u03b7\u03bd \u03ac\u03bb\u03bb\u03b7 \u03c0\u03b5\u03c1\u03af\u03c0\u03c4\u03c9\u03c3\u03b7 \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03bc\u03cc\u03bd\u03bf \u03b5\u03cd\u03ba\u03bf\u03bb\u03bf\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9. \u039a\u03b1\u03b9 \u03b5\u03c0\u03b5\u03b9\u03b4\u03ae \u03c3\u03af\u03b3\u03bf\u03c5\u03c1\u03b1 \u03b8\u03ad\u03bb\u03b5\u03c4\u03b5 \u03bd\u03b1 \u03b4\u03b5\u03af\u03c4\u03b5 \u03c0\u03ce\u03c2 \u03b5\u03be\u03b5\u03bb\u03af\u03c3\u03c3\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc\u03c2 \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03b1 \u03b5\u03c0\u03cc\u03bc\u03b5\u03bd\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1, \u03c0\u03ce\u03c2 \u03bf \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03bf\u03c2 marketer \u03bc\u03b5\u03c4\u03b1\u03c4\u03c1\u03ad\u03c0\u03b5\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03bf\u03c5\u03c3\u03b9\u03b1\u03c3\u03c4\u03b9\u03ba\u03cc \u03c3\u03c5\u03bd\u03c4\u03b5\u03bb\u03b5\u03c3\u03c4\u03ae \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7, \u03b4\u03b9\u03b1\u03b2\u03ac\u03c3\u03c4\u03b5 \u03c4\u03bf \u03ac\u03c1\u03b8\u03c1\u03bf \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03b1\u03c6\u03b9\u03b5\u03c1\u03ce\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b7 RISTART \u03c3\u03b5 \u03cc\u03bb\u03bf\u03c5\u03c2 \u03b5\u03c3\u03ac\u03c2 \u03bc\u03b5 \u03c4\u03af\u03c4\u03bb\u03bf <a href=\"https:\/\/www.ristart.gr\/el\/blog\/2025\/02\/26\/auto-einai-to-mellon-tou-marketer\/\">&#8220;\u03a4\u03bf \u03bc\u03ad\u03bb\u03bb\u03bf\u03bd \u03c4\u03bf\u03c5 \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03bf\u03c5 marketer&#8221;<\/a>.<\/p>\n\n\n\n<p><strong>\u0397 \u03bb\u03cd\u03c3\u03b7 \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03c0\u03c1\u03bf\u03c3\u03c4\u03ac \u03bc\u03b1\u03c2<\/strong><br>\u0394\u03b5\u03bd \u03c7\u03c1\u03b5\u03b9\u03b1\u03b6\u03cc\u03bc\u03b1\u03c3\u03c4\u03b5 \u03bd\u03ad\u03b1 buzzwords, \u03c7\u03c1\u03b5\u03b9\u03b1\u03b6\u03cc\u03bc\u03b1\u03c3\u03c4\u03b5 \u03b5\u03c0\u03b9\u03c3\u03c4\u03c1\u03bf\u03c6\u03ae \u03c3\u03c4\u03b1 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ac \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c3\u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03b1\u03c5\u03c4\u03ce\u03bd. \u0397 \u03bb\u03cd\u03c3\u03b7 \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9, \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03b4\u03ce \u03ba\u03b1\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ac\u03bc\u03b5\u03c3\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03b9\u03bc\u03b7. \u0397 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ad\u03c7\u03b5\u03b9 \u03ae\u03b4\u03b7 \u03b4\u03ce\u03c3\u03b5\u03b9 \u03cc\u03bb\u03b1 \u03c4\u03b1 frameworks, \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b5\u03b9\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9. \u03a4\u03bf \u03b6\u03ae\u03c4\u03b7\u03bc\u03b1 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03ba\u03b1\u03bb\u03cd\u03c8\u03bf\u03c5\u03bc\u03b5 \u03ba\u03ac\u03c4\u03b9 \u03bd\u03ad\u03bf \u03b1\u03bb\u03bb\u03ac \u03bd\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c9\u03c3\u03c4\u03ac \u03b1\u03c5\u03c4\u03ac \u03c0\u03bf\u03c5 \u03ae\u03b4\u03b7 \u03be\u03ad\u03c1\u03bf\u03c5\u03bc\u03b5.<\/p>\n\n\n\n<p><br><strong>1. \u0393\u03bd\u03ce\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/strong><br>\u0397 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03be\u03b5\u03ba\u03b9\u03bd\u03ac\u03b5\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03b3\u03bd\u03ce\u03c3\u03b7. \u03a3\u03c5\u03bd\u03b5\u03c7\u03ae\u03c2 \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7 \u03c3\u03c4\u03b1 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ac \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u038c\u03c7\u03b9 \u03b3\u03b9\u03b1 \u03bb\u03af\u03b3\u03bf\u03c5\u03c2. \u0393\u03b9\u03b1 \u03cc\u03bb\u03bf\u03c5\u03c2. \u0393\u03b9\u03b1 \u03c3\u03c4\u03b5\u03bb\u03ad\u03c7\u03b7, marketers, \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03af\u03b5\u03c2. \u0393\u03b9\u03b1\u03c4\u03af \u03c7\u03c9\u03c1\u03af\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b2\u03b1\u03c3\u03b9\u03ba\u03ce\u03bd, \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03b9\u03ba\u03b1\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae\u03c2.<br><br><strong>2. Brand development \u03bc\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2<\/strong><br>\u0395\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03c4\u03c9\u03bd \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03b9\u03c9\u03bd \u03c4\u03b7\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2 \u03c4\u03c9\u03bd brand \u03b3\u03b9\u03b1 \u03b5\u03c4\u03b1\u03b9\u03c1\u03af\u03b5\u03c2, \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1, \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2. \u0397 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 vision, values, personality, tone of voice, value proposition, messaging pillars, brand storytelling, differentiation, positioning statement. \u0391\u03c5\u03c4\u03ac \u03c0\u03bf\u03c5 \u03c3\u03b1\u03c2 \u03b1\u03bd\u03b1\u03c6\u03ad\u03c1\u03c9 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u201cnice to have\u201d, \u03b5\u03af\u03bd\u03b1\u03b9 \u201cmust have\u201d.&nbsp;<\/p>\n\n\n\n<p><strong>3. Marketing orientation&nbsp;<\/strong><br>\u0397 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03c3\u03ba\u03ad\u03c6\u03c4\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03bf\u03c6\u03b1\u03c3\u03af\u03b6\u03b5\u03b9 \u03bc\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac, \u03cc\u03c7\u03b9 \u03bc\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03ba\u03ad\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03b4\u03b9\u03ba\u03ac \u03c4\u03b7\u03c2 \u03b8\u03ad\u03bb\u03c9. \u039f hero \u03ba\u03b1\u03b9 \u03c4\u03bf \u03b5\u03c0\u03af\u03ba\u03b5\u03bd\u03c4\u03c1\u03bf \u03c4\u03b7\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c1\u03af\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf \u03bf \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03cc \u03b1\u03c5\u03c4\u03cc\u03bd \u03be\u03b5\u03ba\u03b9\u03bd\u03ac\u03bc\u03b5 \u03bd\u03b1 \u03c7\u03c4\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf\u03bd \u03c3\u03c5\u03bb\u03bb\u03bf\u03b3\u03b9\u03c3\u03bc\u03cc \u03bc\u03b1\u03c2. \u0395\u03bc\u03b5\u03af\u03c2 \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03ba\u03b1\u03b8\u03bf\u03b4\u03b7\u03b3\u03b7\u03c4\u03ad\u03c2. \u0391\u03c5\u03c4\u03cc \u03c3\u03b7\u03bc\u03b1\u03af\u03bd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03be\u03b5\u03ba\u03b9\u03bd\u03ac\u03bc\u03b5 \u03b1\u03c0\u03cc \u03c4\u03bf \u201c\u03c4\u03b9 \u03c3\u03c5\u03bc\u03b2\u03b1\u03af\u03bd\u03b5\u03b9 \u03b5\u03ba\u03b5\u03af \u03ad\u03be\u03c9\u201d, \u03c0\u03ce\u03c2 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03bf\u03c5\u03bd \u03bf\u03b9 \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03b9, \u03c0\u03bf\u03b9\u03bf\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 category drivers \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03ba\u03b1\u03b9 \u03cc\u03c7\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf \u201c\u03c4\u03b9 \u03bc\u03b1\u03c2 \u03b1\u03c1\u03ad\u03c3\u03b5\u03b9\u201d \u03ae \u201c\u03c4\u03b9 \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03bf\u03cd\u03bc\u03b5 \u03b5\u03bc\u03b5\u03af\u03c2\u201d. \u039a\u03b1\u03b9 \u03be\u03ad\u03c1\u03b5\u03c4\u03b5 \u03b3\u03b9\u03b1\u03c4\u03af; \u0393\u03b9\u03b1\u03c4\u03af \u03c4\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b4\u03b5\u03bd \u03c4\u03b1 \u03c6\u03c4\u03b9\u03ac\u03c7\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c4\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c3\u03bf\u03c5\u03bc\u03b5 \u03b5\u03bc\u03b5\u03af\u03c2 \u03b1\u03bb\u03bb\u03ac \u03ba\u03ac\u03c0\u03bf\u03b9\u03bf\u03b9 \u03ac\u03bb\u03bb\u03bf\u03b9. \u0391\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03b1\u03ba\u03bf\u03cd\u03c3\u03bf\u03c5\u03bc\u03b5!<\/p>\n\n\n\n<p><strong>4. \u0391\u03c0\u03cc\u03bb\u03c5\u03c4\u03bf \u03c3\u03b5\u03b2\u03b1\u03c3\u03bc\u03cc \u03c3\u03c4\u03bf brand<\/strong><br>\u03a7\u03c4\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03b1\u03bd\u03b1\u03c0\u03c4\u03cd\u03c3\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf brand \u03bc\u03b1\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03bd \u03af\u03b4\u03b9\u03bf \u03b1\u03ba\u03c1\u03b9\u03b2\u03ce\u03c2 \u03c4\u03c1\u03cc\u03c0\u03bf \u03c0\u03bf\u03c5 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bd \u03b3\u03bf\u03bd\u03b5\u03af\u03c2 \u03c3\u03b5 \u03ad\u03bd\u03b1 \u03bd\u03b5\u03bf\u03b3\u03ad\u03bd\u03bd\u03b7\u03c4\u03bf. \u03a4\u03bf \u03c0\u03bb\u03ac\u03b8\u03bf\u03c5\u03bd \u03cc\u03c0\u03c9\u03c2 \u03bf\u03b9 \u03af\u03b4\u03b9\u03bf\u03b9 \u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03bf\u03c5\u03bd \u03c3\u03c9\u03c3\u03c4\u03cc \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03bc\u03b5 \u03c4\u03b7 \u03c3\u03b5\u03b9\u03c1\u03ac \u03c4\u03bf\u03c5 \u03b4\u03b9\u03b1\u03bc\u03bf\u03c1\u03c6\u03ce\u03bd\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b4\u03b9\u03ba\u03ae \u03c4\u03bf\u03c5 \u03c4\u03b1\u03c5\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1, \u03ba\u03b1\u03c4\u03b5\u03cd\u03b8\u03c5\u03bd\u03c3\u03b7, \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03ae\u03c1\u03b1, \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1, \u03c4\u03c1\u03cc\u03c0\u03bf \u03ad\u03ba\u03c6\u03c1\u03b1\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03ba\u03ad\u03c8\u03b7\u03c2. \u0393\u03b9\u2019 \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03b9 \u03bb\u03ad\u03c9 \u03c0\u03ac\u03bd\u03c4\u03b1 \u03bd\u03b1 \u03b4\u03bf\u03cd\u03bc\u03b5 \u03c4\u03bf brand \u03bc\u03b1\u03c2 \u03bc\u03b5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03b9\u03bd\u03b1 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03c3\u03c5\u03bd\u03ad\u03c7\u03b5\u03b9\u03b1 \u03bd\u03b1 \u03bc\u03b5\u03af\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c0\u03b9\u03c3\u03c4\u03bf\u03af \u03c3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03cc\u03c4\u03b1\u03bd \u03be\u03ad\u03c1\u03bf\u03c5\u03bc\u03b5 personality, tone of voice, brand identity, colors, typos.&nbsp;<\/p>\n\n\n\n<p><strong>5. \u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03b5\u03c5\u03b8\u03c5\u03b3\u03c1\u03ac\u03bc\u03bc\u03b9\u03c3\u03b7<\/strong><br>\u03a4\u03af\u03c0\u03bf\u03c4\u03b1 \u03b4\u03b5\u03bd \u03be\u03b5\u03ba\u03b9\u03bd\u03ac \u03c7\u03c9\u03c1\u03af\u03c2 \u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u03c2. \u03a4\u03bf marketing \u03bf\u03c1\u03af\u03b6\u03b5\u03b9 \u03c4\u03b9\u03c2 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c4\u03b5\u03c1\u03b1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2 \u03b2\u03ac\u03c3\u03b5\u03b9 \u03c4\u03c9\u03bd business objectives. \u039a\u03b1\u03b9 \u03ba\u03ac\u03b8\u03b5 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b1, \u03b1\u03c0\u03cc \u03c4\u03bf \u03c0\u03b1\u03c1\u03b1\u03bc\u03b9\u03ba\u03c1\u03cc \u03ad\u03bd\u03c4\u03c5\u03c0\u03bf \u03bc\u03ad\u03c7\u03c1\u03b9 \u03bc\u03af\u03b1 360\u00b0 activation \u03ae \u03bb\u03b1\u03bd\u03c3\u03ac\u03c1\u03b9\u03c3\u03bc\u03b1 \u03bd\u03ad\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2, \u03b1\u03c0\u03b1\u03bd\u03c4\u03ac \u03c0\u03c1\u03ce\u03c4\u03b1 \u03c3\u03c4\u03b1 \u03b3\u03b9\u03b1\u03c4\u03af, \u03c3\u03b5 \u03c0\u03bf\u03b9\u03bf\u03bd, \u03c0\u03bf\u03cd, \u03b3\u03b9\u03b1 \u03c0\u03bf\u03b9\u03bf \u03c3\u03ba\u03bf\u03c0\u03cc. \u03a7\u03c9\u03c1\u03af\u03c2 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03c4\u03b9\u03c2 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b4\u03b5\u03bd \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03bf\u03c3\u03b1\u03bd\u03b1\u03c4\u03bf\u03bb\u03b9\u03c3\u03bc\u03cc, \u03c5\u03c0\u03cc\u03b2\u03b1\u03b8\u03c1\u03bf \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03b1\u03c6\u03ae\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c0\u03bf\u03bb\u03cd \u03c7\u03ce\u03c1\u03bf \u03b3\u03b9\u03b1 debate \u03ba\u03b1\u03b9 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03c3\u03c4\u03b7\u03bd \u03c5\u03bb\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7. \u038c\u03c4\u03b1\u03bd \u03be\u03ad\u03c1\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ac\u03c2, \u03c0\u03b5\u03af\u03b8\u03b5\u03b9\u03c2. &nbsp;<\/p>\n\n\n\n<p><strong>6. \u03a3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc\u03c2 \u03bf\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03bf\u03c5 \u03c0\u03bb\u03ac\u03bd\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong><br>\u03a5\u03c0\u03bf\u03c7\u03c1\u03b5\u03c9\u03c4\u03b9\u03ba\u03cc\u03c2 \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc\u03c2 \u03bf\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03bf \u03b5\u03c4\u03ae\u03c3\u03b9\u03bf\u03c5 \u03c0\u03bb\u03ac\u03bd\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c0\u03bf\u03c5 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 marketing mix, STP segmentation &#8211; targeting &#8211; positioning, \u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u03c2, tactics, budget, \u03c7\u03c1\u03bf\u03bd\u03bf\u03b4\u03b9\u03b1\u03b3\u03c1\u03b1\u03bc\u03bc\u03b1. \u039a\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03c6\u03bf\u03c1\u03ad\u03c2 \u03b5\u03bc\u03b5\u03af\u03c2 \u03b1\u03bd\u03b1\u03bb\u03cd\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c4\u03b1 \u03c0\u03bb\u03ac\u03bd\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c4\u03bf customer journey \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c0\u03b9\u03bf \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac touch points \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03b2\u03b5\u03bb\u03c4\u03b9\u03c3\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1 \u03c4\u03bf\u03c5 brand \u03ba\u03b1\u03b9 \u03c4\u03bf experience \u03c4\u03c9\u03bd \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd. \u03a4\u03bf \u03c0\u03bb\u03ac\u03bd\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03c3\u03b9\u03b1\u03ba\u03ae \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c4\u03bf\u03c5 marketing \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03b5\u03c0\u03cc\u03bc\u03b5\u03bd\u03bf \u03c7\u03c1\u03cc\u03bd\u03bf \u03ba\u03b1\u03b9 \u03c7\u03c9\u03c1\u03af\u03c2 \u03b1\u03c5\u03c4\u03cc \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c3\u03c4\u03b1\u03b8\u03b5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1, \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c5\u03c0\u03b1\u03c5\u03b8\u03c5\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1, \u03c0\u03c1\u03bf\u03c3\u03b1\u03bd\u03b1\u03c4\u03bf\u03bb\u03b9\u03c3\u03bc\u03cc\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1.<\/p>\n\n\n\n<p><strong>7. \u0395\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae, \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7, \u03b1\u03be\u03b9\u03bf\u03bb\u03cc\u03b3\u03b7\u03c3\u03b7<\/strong><br>\u0397 \u03b1\u03b3\u03bf\u03c1\u03ac \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03bf\u03bb\u03cd \u03b4\u03c5\u03bd\u03b1\u03bc\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c3\u03c5\u03bd\u03b9\u03c3\u03c4\u03ac \u03b5\u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03c3\u03b7 \u03b1\u03c0\u03cc \u03c4\u03bf \u03c4\u03bc\u03ae\u03bc\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u0395\u03b4\u03ce \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c4\u03ae\u03c3\u03b5\u03b9 \u03c4\u03c5\u03c0\u03bf\u03c0\u03bf\u03b9\u03b7\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b8\u03b1 \u03bc\u03b1\u03c2 \u03c6\u03ad\u03c1\u03bd\u03bf\u03c5\u03bd reports \u03b1\u03c0\u03cc \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc \u03ba\u03b1\u03b9 \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc \u03c0\u03b5\u03c1\u03b9\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd. \u039f\u03c0\u03cc\u03c4\u03b5 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c7\u03b5\u03b4\u03b9\u03ac\u03c3\u03b5\u03b9 \u03ad\u03bd\u03b1 \u03c0\u03bb\u03ac\u03bd\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c4\u03bf \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b5 \u03b1\u03ba\u03c1\u03af\u03b2\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03b1\u03c1\u03b1\u03b9\u03c4\u03ae\u03c4\u03c9\u03c2 \u03c4\u03bf \u03c0\u03b1\u03c1\u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03bf\u03cd\u03bc\u03b5 \u03c3\u03c5\u03c3\u03c4\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac, \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b1\u03bd\u03b1\u03bb\u03cd\u03c3\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03ac\u03c4\u03c9\u03bd, \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b9\u03c2 \u03c4\u03b1\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03cc\u03c0o\u03c5 \u03c7\u03c1\u03b5\u03b9\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03c5\u03bb\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7. \u0391\u03c5\u03c4\u03ae \u03b7 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 loop, \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc\u03c2, \u03c5\u03bb\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7, \u03c0\u03b1\u03c1\u03b1\u03ba\u03bf\u03bb\u03bf\u03cd\u03b8\u03b7\u03c3\u03b7, \u03b1\u03be\u03b9\u03bf\u03bb\u03cc\u03b3\u03b7\u03c3\u03b7, \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03ba\u03b1\u03b9 \u03c0\u03ac\u03bb\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03b1\u03c1\u03c7\u03ae.<\/p>\n\n\n\n<p><strong>8. \u0394\u03b9\u03ac\u03c1\u03ba\u03b5\u03b9\u03b1 \u03c3\u03c4\u03b1 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2<\/strong><br>\u039f\u03b9 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2, \u03c4\u03b1 \u03ba\u03b5\u03bd\u03c4\u03c1\u03b9\u03ba\u03ac \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03bf\u03b9 narrative platforms \u03c4\u03c9\u03bd brands, \u03b4\u03b5\u03bd \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03b1\u03bb\u03bb\u03ac\u03b6\u03bf\u03c5\u03bd \u03ba\u03ac\u03b8\u03b5 \u03b5\u03be\u03ac\u03bc\u03b7\u03bd\u03bf. \u038c\u03c4\u03b1\u03bd \u03b1\u03bb\u03bb\u03ac\u03b6\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b5\u03bd\u03c4\u03c1\u03b9\u03ba\u03cc \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03ba\u03ac\u03b8\u03b5 \u03c7\u03c1\u03cc\u03bd\u03bf \u03ae \u03ba\u03ac\u03b8\u03b5 \u03bd\u03ad\u03b1 \u03c3\u03b5\u03b6\u03cc\u03bd, \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03c3\u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b5\u03af\u03bd\u03b1\u03b9 reset \u03c3\u03c4\u03b7 \u03bc\u03bd\u03ae\u03bc\u03b7 \u03ba\u03b1\u03b9 \u03bb\u03ad\u03bc\u03b5 \u03c3\u03c4\u03bf\u03bd \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u201c\u03be\u03ad\u03c7\u03bd\u03b1 \u03b1\u03c5\u03c4\u03cc, \u03c4\u03ce\u03c1\u03b1 \u03bc\u03ac\u03b8\u03b1 \u03b1\u03c5\u03c4\u03cc.\u201d\u039a\u03b1\u03b9 brands \u03c0\u03bf\u03c5 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bd \u03c3\u03c5\u03bd\u03b5\u03c7\u03ce\u03c2 reset, \u03b4\u03b5\u03bd \u03c7\u03c4\u03af\u03b6\u03bf\u03c5\u03bd mental availability. \u03a4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03c0\u03bf\u03c5 \u03b8\u03ad\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03b1\u03c0\u03bf\u03c4\u03c5\u03c0\u03c9\u03b8\u03b5\u03af \u03c3\u03c4\u03bf \u03bc\u03c5\u03b1\u03bb\u03cc \u03c4\u03bf\u03c5 \u03ba\u03bf\u03b9\u03bd\u03bf\u03cd \u03b5\u03af\u03bd\u03b1\u03b9 assets, \u03c7\u03c4\u03af\u03b6\u03b5\u03b9 \u03bc\u03bd\u03ae\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b4\u03b5\u03bd \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b1\u03bb\u03bb\u03ac\u03b6\u03b5\u03b9 \u03c0\u03c1\u03b9\u03bd \u03ba\u03b1\u03bd \u03b1\u03c6\u03bf\u03bc\u03bf\u03b9\u03c9\u03b8\u03b5\u03af \u03c4\u03bf \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03bf. \u03a4\u03bf brand \u03c7\u03c1\u03b5\u03b9\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1 \u03c3\u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03c3\u03b5\u03b9 \u03c4\u03b9\u03c2 \u03c3\u03c5\u03bd\u03b4\u03ad\u03c3\u03b5\u03b9\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf \u03bc\u03c5\u03b1\u03bb\u03cc \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae. \u03a3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03b7 Jenni Romaniuk \u03ba\u03b1\u03b9 \u03c4\u03bf \u03b2\u03b9\u03b2\u03bb\u03af\u03bf \u03c4\u03b7\u03c2 <a href=\"https:\/\/global.oup.com\/academic\/product\/building-distinctive-brand-assets-9780190311506?cc=gr&amp;lang=en&amp;\">Building Distinctive Brand Assets<\/a>, \u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1 \u03bc\u03bd\u03ae\u03bc\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03bd\u03af\u03c3\u03c7\u03c5\u03c3\u03b7 \u03c4\u03c9\u03bd distinctive brand codes \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03bf\u03bb\u03c5\u03b5\u03c4\u03ae\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1.<\/p>\n\n\n\n<p><strong>9. \u0395\u03bb\u03b5\u03c5\u03b8\u03b5\u03c1\u03af\u03b1 \u03ba\u03b9\u03bd\u03ae\u03c3\u03b5\u03c9\u03bd \u03c3\u03c4\u03bf\u03c5\u03c2 marketers<\/strong><br>\u0395\u03c6\u03cc\u03c3\u03bf\u03bd \u03c4\u03bf \u03c0\u03bb\u03ac\u03bd\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ad\u03c7\u03b5\u03b9 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03b1\u03c3\u03c4\u03b5\u03af \u03c3\u03c4\u03bf board, \u03bf\u03b9 marketers \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03bb\u03b5\u03c5\u03b8\u03b5\u03c1\u03af\u03b1 \u03bd\u03b1 \u03c4\u03bf \u03b5\u03ba\u03c4\u03b5\u03bb\u03ad\u03c3\u03bf\u03c5\u03bd \u03ba\u03b1\u03b9 \u03c0\u03b1\u03c1\u03ac\u03bb\u03bb\u03b7\u03bb\u03b1 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03bb\u03ac\u03b2\u03bf\u03c5\u03bd \u03cc\u03bb\u03b7 \u03c4\u03b7\u03bd \u03b5\u03c5\u03b8\u03cd\u03bd\u03b7. \u0394\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03ba\u03c4\u03b5\u03bb\u03b5\u03c3\u03c4\u03ad\u03c2 \u03b5\u03bd\u03c4\u03bf\u03bb\u03ce\u03bd \u03b1\u03bb\u03bb\u03ac \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03bf\u03af \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03bf\u03af \u03b5\u03c4\u03b1\u03af\u03c1\u03bf\u03b9 \u03bc\u03b1\u03b6\u03af \u03bc\u03b5 CFO, Commercial directors, BU, Business Excellence \u03ba\u03c4\u03bb. \u0391\u03c5\u03c4\u03cc\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03cc\u03c2 \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03c9\u03bd marketers \u03bc\u03cc\u03bd\u03bf \u03ad\u03c4\u03c3\u03b9 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03c3\u03c5\u03bc\u03b2\u03ac\u03bb\u03bb\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7.&nbsp;<\/p>\n\n\n\n<p><strong>10. \u039a\u03bf\u03b9\u03bd\u03ae \u03b3\u03bb\u03ce\u03c3\u03c3\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf\u03bd \u03bf\u03c1\u03b3\u03b1\u03bd\u03b9\u03c3\u03bc\u03cc <\/strong><br>\u03a4\u03bf marketing \u03bf\u03c6\u03b5\u03af\u03bb\u03b5\u03b9 \u03bd\u03b1 \u03b5\u03b3\u03ba\u03b1\u03b8\u03b9\u03b4\u03c1\u03cd\u03c3\u03b5\u03b9 \u03ba\u03bf\u03b9\u03bd\u03ae \u03b3\u03bb\u03ce\u03c3\u03c3\u03b1 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b4\u03b9\u03bf\u03af\u03ba\u03b7\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c5\u03c0\u03cc\u03bb\u03bf\u03b9\u03c0\u03b1 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03af\u03b1\u03c2, \u03b2\u03b1\u03c3\u03b9\u03c3\u03bc\u03ad\u03bd\u03b7 \u03c3\u03b5 evidence-based \u03b1\u03c1\u03c7\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03cc\u03c7\u03b9 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03b1\u03bd\u03c4\u03b9\u03bb\u03ae\u03c8\u03b5\u03b9\u03c2 \u03c4\u03bf\u03c5 \u03ba\u03b1\u03b8\u03b5\u03bd\u03cc\u03c2. \u038c\u03c4\u03b1\u03bd \u03cc\u03bb\u03bf\u03b9, \u03b1\u03c0\u03cc \u03c4\u03bf board \u03bc\u03ad\u03c7\u03c1\u03b9 \u03c4\u03bf\u03c5\u03c2 marketers, sales, \u03b5\u03bc\u03c0\u03bf\u03c1\u03b9\u03ba\u03cc \u03bc\u03b9\u03bb\u03bf\u03cd\u03bd \u03bc\u03b5 \u03c4\u03b7\u03bd \u03af\u03b4\u03b9\u03b1 \u03b3\u03bb\u03ce\u03c3\u03c3\u03b1 (\u03ba\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b5\u03c2, \u03c3\u03c4\u03cc\u03c7\u03bf\u03b9, CEPS, penetration, mental \u03ba\u03b1\u03b9 physical availability) \u03c4\u03cc\u03c4\u03b5 \u03bf\u03b9 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ba\u03bf\u03b9\u03bd\u03ad\u03c2, \u03b4\u03b5\u03bd \u03c7\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03bc\u03b5\u03c4\u03ac\u03c6\u03c1\u03b1\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03c0\u03bf\u03ba\u03c4\u03ac \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c3\u03c5\u03bd\u03bf\u03c7\u03ae. \u0397 \u03ad\u03bb\u03bb\u03b5\u03b9\u03c8\u03b7 \u03ba\u03bf\u03b9\u03bd\u03ae\u03c2 \u03b3\u03bb\u03ce\u03c3\u03c3\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b2\u03b1\u03c3\u03b9\u03ba\u03cc \u03b1\u03af\u03c4\u03b9\u03bf \u03bb\u03ac\u03b8\u03bf\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03c9\u03bd.<\/p>\n\n\n\n<p>\u039c\u03b1\u03b6\u03af \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c5\u03bd\u03b5\u03c1\u03b3\u03ac\u03c4\u03b5\u03c2 \u03bc\u03bf\u03c5 \u03bc\u03c0\u03b1\u03af\u03bd\u03bf\u03c5\u03bc\u03b5 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b9\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03b4\u03bf\u03c5\u03bb\u03b5\u03cd\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b9\u03c2 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03c6\u03bf\u03c1\u03ad\u03c2 \u03c3\u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03c3\u03ba\u03ae\u03bd\u03b9\u03b1, \u03c0\u03af\u03c3\u03c9 \u03b1\u03c0\u03cc \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2, \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03bf\u03b2\u03b1\u03c1\u03ad\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b1 brands. \u0391\u03ba\u03bf\u03cd\u03bc\u03b5 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03bb\u03ad\u03b3\u03bf\u03bd\u03c4\u03b1\u03b9, \u03b2\u03bb\u03ad\u03c0\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1 \u03cc\u03c0\u03c9\u03c2 \u03bf\u03b9 \u03b5\u03bd\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2, \u03c4\u03b1 conflicts, \u03bf\u03b9 \u03b1\u03c3\u03c5\u03bd\u03b5\u03bd\u03bd\u03bf\u03b7\u03c3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b1 bottlenecks \u03c0\u03bf\u03c5 \u03bf\u03b4\u03b7\u03b3\u03bf\u03cd\u03bd \u03c3\u03b5 \u03b1\u03c3\u03c4\u03bf\u03c7\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03cc\u03c4\u03b9 \u03b1\u03c5\u03c4\u03ac \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b1\u03bd \u03bd\u03b1 \u03b5\u03af\u03c7\u03b1\u03bd \u03b1\u03c0\u03bf\u03c6\u03b5\u03c5\u03c7\u03b8\u03b5\u03af \u03b1\u03bd \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03af\u03b1 \u03b5\u03c6\u03ac\u03c1\u03bc\u03bf\u03b6\u03b5 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2. \u0392\u03bb\u03ad\u03c0\u03bf\u03c5\u03bc\u03b5 \u03c3\u03ba\u03ad\u03c8\u03b5\u03b9\u03c2, \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1, \u03c0\u03c1\u03bf\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2, \u03c3\u03c4\u03b5\u03bb\u03ad\u03c7\u03b7 \u03c0\u03bf\u03c5 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03bb\u03ac\u03bc\u03c8\u03bf\u03c5\u03bd \u03b1\u03bb\u03bb\u03ac \u03c4\u03bf \u03c3\u03cd\u03c3\u03c4\u03b7\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03b4\u03b5\u03bd \u03c4\u03bf\u03c5\u03c2 \u03c4\u03bf \u03b5\u03c0\u03b9\u03c4\u03c1\u03ad\u03c0\u03b5\u03b9. \u039f\u03c0\u03cc\u03c4\u03b5 \u03c4\u03bf \u03b8\u03ad\u03bc\u03b1 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c5\u03bb\u03b9\u03ba\u03cc. \u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9, \u03b1\u03bb\u03bb\u03ac \u03b8\u03ad\u03bb\u03b5\u03b9 \u03b4\u03bf\u03bc\u03ae \u03ba\u03b1\u03b9 \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf.&nbsp;<\/p>\n\n\n\n<p>\u0391\u03c5\u03c4\u03ac \u03c0\u03bf\u03c5 \u03ad\u03b3\u03c1\u03b1\u03c8\u03b1 \u03c3\u03c4\u03bf \u03ac\u03c1\u03b8\u03c1\u03bf \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b8\u03b5\u03c9\u03c1\u03af\u03b1. \u0395\u03af\u03bd\u03b1\u03b9 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03b1\u03c0\u03cc \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac case studies, \u03b1\u03c0\u03cc \u03c3\u03c5\u03b6\u03b7\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bc\u03b5 \u03b9\u03b4\u03b9\u03bf\u03ba\u03c4\u03ae\u03c4\u03b5\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b9\u03ce\u03bd, \u03c3\u03c4\u03b5\u03bb\u03ad\u03c7\u03b7 \u03ba\u03b1\u03b9 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u039c\u03b9\u03bb\u03ac\u03c9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03ce\u03c2 \u03bc\u03b5 \u03ba\u03bf\u03c1\u03c5\u03c6\u03b1\u03af\u03bf\u03c5\u03c2 marketers \u03b1\u03c0\u03cc \u03cc\u03bb\u03bf \u03c4\u03bf\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf Ehrenberg-Bass Institute. \u039f\u03b9 \u03c3\u03c5\u03b6\u03b7\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03c5\u03c0\u03b9\u03ba\u03ad\u03c2, \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03bd\u03c4\u03b1\u03bb\u03bb\u03b1\u03b3\u03ae \u03b3\u03bd\u03ce\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ce\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd. <\/p>\n\n\n\n<p>\u0397 \u03b1\u03bb\u03bb\u03b1\u03b3\u03ae \u03c3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b8\u03b1 \u03ad\u03c1\u03b8\u03b5\u03b9 \u03bc\u03b5 \u03c9\u03c1\u03b1\u03af\u03b1 \u03bb\u03cc\u03b3\u03b9\u03b1. \u0398\u03b1 \u03ad\u03c1\u03b8\u03b5\u03b9 \u03cc\u03c4\u03b1\u03bd \u03b1\u03c1\u03c7\u03af\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03c5\u03bc\u03b5 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