Summer is a time when our team also slows down a bit to reflect, gather fresh ideas – and to look back at the content that has captured your attention the most in recent months. Instead of a new post, we are sharing four of the most read blog articles from the first half of 2025 – one from each member of our team.

Sometimes it seems that in companies we too often think of a brand as something external — a logo, an ad, a campaign. As if a brand is something we show to the world, not something we live every day. But the truth is, the real power of a brand is hidden in the people who (co)create it and live it daily. These can be customers or users who identify with the brand and “make it their own,” but first and foremost, these should be — or could be — the employees.

I’m no longer a tourist in Piran. Nor am I truly a local. I’m somewhere in between – someone who comes and goes, but always returns. In summer, winter, spring, autumn… and all the seasons in between. Always with a key in my bag, favorite spots, familiar faces and friends. With my pier, my tavern, my café – where coffee tastes different depending on the time of day. Sometimes there’s a green smoothie for breakfast, always a bevanda with lunch.

When it comes to strategic communication of national priorities—especially in the areas of security and foreign policy—those in power must not indulge in reckless, populist, and domestically motivated statements. Statements that have immediate consequences the moment they are uttered. Yet that is precisely what Prime Minister Robert Golob did when, in response to the referendum initiative of an “unprincipled” left-right coalition regarding increased military spending, he floated the idea of a counter-referendum—on Slovenia’s membership in NATO.

If we judged communication by quantity, we could undoubtedly say we live in a golden age of communication. Every day thousands of campaigns, posts, slogans, press releases, and media mentions are born. From companies that “are committed to sustainability” to political parties that “believe in people.” It seems like everyone is communicating. But the fact is, very few actually say anything meaningful.

In an era where attention is measured in likes, it’s hard to break through with serious, complex topics. Especially when it comes to something as systemic and long-term as establishing a system for long-term care.

This year’s SKOJ theme, “Above All, a Human. A Human Above All Else.” resonates deeply with me. For years now, I’ve been saying that we’re in the business of human relationships. Not just when it comes to our end customers or consumers, but also (or perhaps especially, since we often engage with them one-on-one) with our colleagues, business partners – the consultants we hire, suppliers, journalists and editors... Sure, AI can help draft an email, but it is still sent by a person to another person. And that person on the other end reads it.

In recent weeks, there has been renewed optimism that we might be closer to serious peace talks between Russia and Ukraine, which could lead at least to a ceasefire, if not a long-term peace. With the active (and key) role of the new U.S. administration and Trump personally. Yet even a brief look at the developments reveals that we are still (unfortunately) very far from the true path to peace.

Very often, when I tell someone that I work at a company focused on strategic communication, I get that classic look – slightly furrowed brows and the question: “Oh… and what exactly does that mean?”