How young students are shaping our company’s marketing
When Young Talent Meets a Traditional Brand
In the fall of 2024, our company decided to bring fresh energy into its marketing efforts. We reached out to students from the Brno University of Technology’s Faculty of Business and launched a competition as part of the Entrepreneurship and Small Business Development (ESBD) program, led by doc. Ing. Robert Zich, Ph.D. The winning team would get the chance to help create the company’s marketing activities.
Several teams joined the competition, determined to bring a modern view to the marketing of a long-established company. The competition lasted three months and had two rounds. From the very beginning, it was clear that the students were highly motivated and enthusiastic.
The competition wasn’t just an academic challenge—it also showed how students could bring innovative ideas and fresh trends into practice. The teams worked hard, coming up with creative ideas and defending them before a panel of company leaders. The winning team was selected based on creativity, the overall potential to improve the company, and how well they communicated with company management.
First Meeting with the Company: Excitement and Expectations
After winning the competition, the students visited our strap manufacturing factory, a key part of our company’s portfolio. The students were excited about both the company’s history and the production process itself. Some of them realized for the first time how important our products are across different industries.
Student Interviews:
What were your first impressions?
"Straps? Honestly, we expected something pretty boring... but reality surprised us. Suddenly, we saw how much time, materials, and production steps go into something as ordinary as a loop on a backpack. It was really interesting to discover how something that is part of our lives in so many ways is made, and how we take straps for granted every day."
What surprised you the most?
"Not just the tradition, but also the company’s openness to new ideas. The management treated us as equal partners, which isn’t something you expect."
After the tour, discussions began about the terms of collaboration and setting the first goals. The students were given a real chance to take part in the company’s marketing process, and their enthusiasm was contagious.
A New Perspective on Marketing in a Traditional Company
Working with the students brought unexpected benefits to the company. We realized the need to look at marketing from a new angle—more creatively, more modernly, and with a stronger focus on digital trends.
Company management noted: "It’s inspiring to see how students approach our brand. Thanks to their input, we’re starting to see marketing differently and are trying new strategies. They bring a fresh perspective that’s proving very valuable."
The old brand thus opened itself to new paths, while the students gained a unique opportunity to work on real projects that will have a long-term impact.
Early Results: Wikipedia, Articles, and an Improved Website
One of the first steps was to create content for Wikipedia, write articles, and manage social media. They also focused on fixing errors on the company’s website and improving it to make it more appealing to modern customers.
"It’s a great feeling to see our ideas actually come to life and make a real difference in the brand’s visibility," one of the students mentioned.
What’s Next?
The collaboration between our company and the students from the Brno University of Technology isn’t ending anytime soon. In fact, it has laid the foundation for a long-term partnership, proving that combining tradition with fresh thinking can be beneficial for both sides.
This project is proof that when the determination of the younger generation meets the open-mindedness of a traditional company, great things can happen—things that could push the entire industry forward.
