Author

Zoran Svetličić 3 posts 0 comments

Zoran Svetličić is a senior brand strategist and co-founder of Shift., a branding firm with studios in Singapore, Hong Kong and Melbourne. He works with leadership teams of ambitious companies such as Citi, Danone, Green School, Perfect Day, and Visa to help them grow their brands. In his spare time, he tries to put natural wines from his homeland of Croatia on the world map.

Vegan

Unstuck: What Veganuary Can Learn From Dry January

Zoran Svetličić Feb 8, 2024

Veganuary has been a great success, but after a decade of expansion, growth has plateaued. Dissecting the playbook of Dry January, the other global January phenomenon, gives us important marketing lessons we can apply to break into the…
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Consumer Trends & Insights

Unstuck: 5 New Year’s Resolutions For Alt Protein Marketers

Zoran Svetličić Jan 22, 2024

As marketing experts, we know that consumers are not as rational as academic research leads us to believe. In 2024, it's time to get unstuck and rethink our priorities. Editor's Note: This article is a collaboration with Unstuck, a…
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Alt Dairy

Alt Protein’s Design Language: Creating Mainstream Desire To Drive Food System Change

Zoran Svetličić Jun 12, 2023

Alt protein brands are out there to save the world. But without creating mainstream desire they won’t win the hearts and stomachs crucial to making their visions a reality. Three emerging design patterns show us the way to cross the alt…
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