{"id":12879,"date":"2026-04-29T16:54:00","date_gmt":"2026-04-29T16:54:00","guid":{"rendered":"https:\/\/dstudio.consulting\/?p=12879"},"modified":"2026-04-29T17:03:59","modified_gmt":"2026-04-29T17:03:59","slug":"dejanski-stroski-napak-pri-brandingu-b2b","status":"publish","type":"post","link":"https:\/\/dstudio.consulting\/sl\/b2b-branding-mistakes-real-cost\/","title":{"rendered":"Prenehajte leteti na slepo: Prava cena napak pri brandingu v B2B (epizoda 15)"},"content":{"rendered":"<div class=\"wp-block-cover alignfull cover-image-text\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"600\" class=\"wp-block-cover__image-background wp-image-8518\" alt=\"\" src=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100.png\" data-object-fit=\"cover\" srcset=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100.png 800w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100-300x225.png 300w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100-768x576.png 768w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100-550x413.png 550w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100-350x263.png 350w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2024\/04\/Diseno-sin-titulo-100-260x195.png 260w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-100 has-background-dim wp-block-cover__gradient-background has-background-gradient\" style=\"background:linear-gradient(90deg,rgb(144,28,88) 0%,rgb(2,17,105) 69%)\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns hpcolumn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading has-text-align-center\" style=\"font-size:2em\">Prenehajte leteti na slepo: Prava cena napak pri brandingu v B2B<\/h1>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:3em\">Prednost Digitalnega Dobrega Po\u010dutja (Ep #15)<\/h2>\n\n\n\n<p class=\"has-text-align-center\" style=\"font-size:22px\">V B2B okolju, ki je pogosto obsedeno s hitrimi metrikami in kratkoro\u010dnimi zmagami, se \u0161tevilne organizacije znajdejo v situaciji, ko na trgu delujejo po \"pravilih vizualnega letenja\", \u010deprav ta vse bolj zahteva \"instrumentalno\" natan\u010dnost. V tej epizodi podkasta <em>Prednost Digitalnega Dobrega Po\u010dutja<\/em>raziskujemo, zakaj so pogoste <strong>napakam pri brandingu v B2B<\/strong> najdra\u017eje ovire za trajnostno rast.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Priprava scene<\/h2>\n\n\n\n<p><em>Prednost Digitalnega Dobrega Po\u010dutja<\/em> obstaja z namenom, da pomaga marketin\u0161kim direktorjem graditi trajnostne blagovne znamke brez izgorelosti. Ta epizoda premo\u0161\u010da vrzel med visokotvegano natan\u010dnostjo aeronavtike in strate\u0161ko disciplino <a href=\"https:\/\/dstudio.consulting\/sl\/blagovna-znamka\/\" target=\"_blank\" rel=\"noreferrer noopener\">aktivacije B2B blagovnih znamk<\/a>. <\/p>\n\n\n\n<p>Lana iz agencije Forming Brands predstavi zanimivo prispodobo: vizualno letenje je u\u010dinkovito le ob jasnem vremenu. Ko pa se kompleksnost pove\u010da in trg postane meglen, se morate zana\u0161ati na instrumente, podatke, protokole in jasno identiteto, da ostanete na pravi poti.<\/p>\n\n\n\n<p>V tej epizodi se zdru\u017eijo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Matej \u017deleznik<\/li>\n\n\n\n<li>Paul Mario Vratusha<\/li>\n\n\n\n<li>Lana Stojan<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Spoznajte partnerje<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/matej-%C5%BEeleznik\/\" target=\"_blank\" rel=\"noopener\"><strong>Matej \u017deleznik<\/strong><\/a> \u2013 <strong>CEO &amp; Partner<\/strong><br>Nekdanji in\u017eenir radiologije, ki je postal digitalni vodja. Matej preu\u010duje napetost med tehni\u010dno u\u010dinkovitostjo in \u010dlove\u0161ko potrebo po zaupanju ter dialogu.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li> <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-global-color-9-color\"><a href=\"https:\/\/www.linkedin.com\/in\/lana-stojan-zavasnik-proteam-kreativ\/\" target=\"_blank\" rel=\"noopener\">Lana Stojan<\/a> (Oblikovanje blagovnih znamk):<\/mark><\/strong>\u2013 Strokovnjakinja za branding z globokimi koreninami v letalstvu. Lana predstavlja okvir \"IFR\" (pravila instrumentalnega letenja) za izogibanje kriti\u010dnim <strong>napakam pri brandingu v B2B<\/strong>.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/paul-mario-vratusha-5936495a\/\" target=\"_blank\" rel=\"noopener\"><strong>Paul Vratusha<\/strong><\/a> \u2013 <strong>Direktor in Partner<\/strong><br>Prina\u0161a svoje izku\u0161nje s podro\u010dja projektnega vodenja in razpravlja o <a href=\"https:\/\/dstudio.consulting\/sl\/o-nas\/\" target=\"_blank\" rel=\"noreferrer noopener\">filozofiji 3xR \u2014 Spo\u0161tovanje, Odgovornost in Refleksija (Respect, Responsibility, Reflection)<\/a>, kot zdravilu za slepoto pri brandingu.<\/li>\n<\/ul>\n\n\n\n<p><mark style=\"background-color:var(--base-3)\" class=\"has-inline-color\"> Ta razprava zdru\u017euje razli\u010dne poglede na <a href=\"https:\/\/dstudio.consulting\/sl\/\" target=\"_blank\" rel=\"noreferrer noopener\">digitalne re\u0161itve po meri<\/a> in strate\u0161ko rast<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Klju\u010dni poudarki<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pravilo 13:<\/strong> Ekipa 12 ljudi pogosto lahko deluje na podlagi instinkta ustanovitelja. Vendar pa 13. zaposleni predstavlja kriti\u010dno prelomno to\u010dko, kjer mora instinkt zamenjati dokumentiran sistem, da bi se izognili sistemskim <strong>napakam pri brandingu v B2B<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Notranja aktivacija blagovne znamke:<\/strong> Branding ni zgolj zunanja naloga. Sodi v roke kadrovske slu\u017ebe, ki mora zagotoviti, da vsak tehnik ali prodajalec pooseblja vrednote blagovne znamke na vsaki sti\u010dni to\u010dki.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>10 sti\u010dnih to\u010dk:<\/strong> Izku\u0161nja blagovne znamke se za\u010dne na parkiri\u0161\u010du in se nadaljuje skozi to, kako se oglasite na telefon in kako re\u0161ujete prito\u017ebe. Zanemarjanje teh fizi\u010dnih sti\u010dnih to\u010dk je ena najbolj spregledanih <strong>napakam pri brandingu v B2B<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pandorina skrinjica umetne inteligence:<\/strong> Orodja, kot so veliki jezikovni modeli (LLM), lahko skraj\u0161ajo \"dolgo\u010dasna\" ponovljiva dela, vendar so le tako u\u010dinkovita kot \u010dlove\u0161ka navodila (brief) za njimi. Brez jasne identitete vam tehnologija le pomaga, da hitreje letite na slepo.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Oglejte si celoten pogovor<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nehajte se pretvarjati: resni\u010dni stro\u0161ki napak pri brandingu v B2B | Epizoda 15\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/sHL8UWHgxSM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Zakaj je Ta Epizoda Pomembna<\/h2>\n\n\n\n<p>Za B2B vodje blagovna znamka ni \u201cnepomembna stvar\u201d, je varnostni protokol, ki prepre\u010duje \u010dlove\u0161ke napake in sistemski zlom med rastjo. Tako kot v resni\u010dnem svetu prednost ni orodje, ki ga uporabljate, temve\u010d zaupanje, ki ga gradite skozi jasnost in doslednost. Izogibanje tem <strong>napakam pri brandingu v B2B<\/strong> je prvi korak k dolgoro\u010dnemu digitalnemu dobremu po\u010dutju.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Ste pripravljeni narediti korak naprej?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ali identiteta va\u0161e blagovne znamke pre\u017eivi sprehod od parkiri\u0161\u010da do pisarne?<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ali uporabljate tehnologijo v podporo jasnosti, ali za prelaganje kriti\u010dnega razmi\u0161ljanja na druge?<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ali uporabljate tehnologijo za podporo jasnosti \u2013 ali pa kriti\u010dno mi\u0161ljenje prepu\u0161\u010date zunanjim izvajalcem?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Spremljajte nas in ostanite na teko\u010dem<\/h2>\n\n\n\n<p><strong>Naro\u010dite se na <em>Prednost Digitalnega Dobrega Po\u010dutja<\/em> za utemeljene pogovore o tr\u017eenju, jasnosti in trajnostni rasti.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.youtube.com\/@d-studioconsulting\/podcasts\" target=\"_blank\" rel=\"noopener\"><strong>Naro\u010dite se na Prednost digitalnega dobrega po\u010dutja<\/strong><\/a> za bolj utemeljene, strate\u0161ko bogate epizode.<\/li>\n\n\n\n<li>YouTube: <a href=\"https:\/\/www.youtube.com\/@d-studioconsulting\" target=\"_blank\" rel=\"noopener\">D-Studio Consulting na YouTube<\/a><\/li>\n\n\n\n<li>Spotify: <a href=\"https:\/\/open.spotify.com\/show\/27DiNLxTjvMkGloR58hFDa?si=VUOtzTX1QHmbwIuO8Ty9iA\" target=\"_blank\" rel=\"noopener\">D-Studio Consulting na Spotify<\/a><\/li>\n<\/ul>\n\n\n\n<p>\u017delite podporo pri gradnji digitalne blagovne znamke, ki bo kos letu 2026, ne da bi pri tem izgoreli? <strong><a href=\"https:\/\/dstudio.consulting\/sl\/kontakt\/\">Kontaktirajte nas \u0161e danes!<\/a><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Postavitev scene Prednost digitalnega dobrega po\u010dutja obstaja zato, da bi vodilnim delavcem marketinga pomagala graditi trajnostne blagovne znamke, ne da bi se pri tem izgoreli. Ta epizoda premo\u0161\u010da vrzel med \u2026 <\/p>\n<p class=\"read-more-container\"><a title=\"Prenehajte leteti na slepo: Prava cena napak pri brandingu v B2B (epizoda 15)\" class=\"read-more button\" href=\"https:\/\/dstudio.consulting\/sl\/b2b-branding-mistakes-real-cost\/#more-12879\" aria-label=\"Preberite ve\u010d o knjigi Nehajte leteti na slepo: Resni\u010dni stro\u0161ki napak pri brandingu v B2B (epizoda 15)\">Preberi ve\u010d<\/a><\/p>","protected":false},"author":6,"featured_media":12883,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-12879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"uagb_featured_image_src":{"full":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B.png",1200,620,false],"thumbnail":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-150x150.png",150,150,true],"medium":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-300x155.png",300,155,true],"medium_large":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-768x397.png",768,397,true],"large":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-1024x529.png",1024,529,true],"1536x1536":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B.png",1200,620,false],"2048x2048":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B.png",1200,620,false],"trp-custom-language-flag":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-18x9.png",18,9,true],"crp_thumbnail":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2026\/04\/Stop-flying-blind-the-real-cost-of-branding-mistakes-in-B2B-220x220.png",220,220,true]},"uagb_author_info":{"display_name":"Castorina Ortiz","author_link":"https:\/\/dstudio.consulting\/sl\/author\/katty\/"},"uagb_comment_info":0,"uagb_excerpt":"Setting the Scene The Digital Wellness Advantage exists to help marketing executives build sustainable brands without burning out. This episode bridges the gap between the ... Read more","_links":{"self":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/comments?post=12879"}],"version-history":[{"count":3,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12879\/revisions"}],"predecessor-version":[{"id":12884,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12879\/revisions\/12884"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/media\/12883"}],"wp:attachment":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/media?parent=12879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/categories?post=12879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/tags?post=12879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}