Nov. 29, 2006 – On November, 6th in Moscow a conference in the context of the 3rd International Exhibition ‘Point of Sale 2006’ took place. Within the context of this conference the seminar under the title ‘How to create brand which gives the real results’ was held by Elena Belova, the creative director of the branding ‘Zarkin and Partners’ Agency.
Elena shared with the visitors of the seminar the secret of working out the successful brand, told them about launching the brand of shoe-mark RALF RINGER in the Russian market. She also shared the story of confrontation of 2 companies working in B2B market (recently described in the ‘Advertising Ideas’ magazine): the world leader in the fire-alarm systems production ‘System Sensor’ Company and a young Moscow ‘Unitest’ Company (with its ‘Home Alone’ product). Thanks to correctly chosen and effective PR campaign the ‘Unitest’ Company won this unequal fight. The phrase ‘Home Alone’ VS ‘System Sensor’ in the year 2006 became the hit in the B2B market in Russia.
Performance of the ‘Zarkin and Partners’ Company’s creative director stopped the yawning and brought applause from the audience. As the next lecturer was already waiting for his turn Elena continued the discussion with interested visitors outside the hall.

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