From Jakob to Jakob Brand
In tourism, creation and telling of stories, or storytelling, is becoming an effective tool for development and marketing of tourist destinations, products, attractions and providers. Slovenian tourism is very rich in stories. These stories have tourism marketing potential but are often not sufficiently incorporated into the tourist products. We also all too often provide tourist products without stories.
We want to unite local farmers with their products and produce (milk, yogurt, cheese, meat, seasonal vegetables, etc.), local manufacturers (products from wood, metal, plastic, pieces of art, etc.) and local service providers (rooms, restaurants, etc.) under the umbrella of this brand.
Some well-known farms are already part of the brand (the farms Mis, Malenšek, Jeraj, Pr' Črnet, etc.). In future, we plan to include the best service providers (such as the three Medvode restaurants with the label Gostilna Slovenije (Slovenian Restaurant): Mihovec Restaurant, Belšak Restaurant and Dobnikar Restaurant). We will also give other providers of good local products and produce the opportunity to become part of the brand.
We realise the importance of a good brand in the current market economy, as a brand encourages recognisability, overtakes competition, creates references, conscientiously keeps promises and meets the user’s expectations, maintaining an emotional connection with the consumer.