Tie, lazo, slips, Krawatte, ネ ク タ イ, 领带, cravate or in Croatian tie is a garment that everyone knows and knows. World brand, right?The tie is a symbol of men and the business world. And the fact that every man in the world will put a tie on himself at least once in his life speaks volumes about the strength of the tie / brand. I think out loud, how good it would be if a tie “was” a Croatian product, the whole world would know about Croatia.Could it be better than branding and associating with one such symbol? Tie = Croatia – the homeland of the tie.But let’s start from the beginning of the story that began as a scarf around the necks of Croatian soldiers, and today is the most widespread fashion detail in the world.One of the oldest stereotypes about Croats in Europe is that of Croatian belligerence, courage and cruelty. As Božo Skoko writes in his book “What are Croats like? in the 17th century, German and Swedish mothers allegedly threatened their mischievous children “ If you are not good, the Croats will come and take you away”, And that is exactly how the prayer was created centuries later” God save us from plague, famine, war and Croats “. Zrinski defended Europe by stopping the Turks under Siget of Hungary, and even Napoleon himself said of the Croats that he had never had braver and better soldiers. ” If he had only one hundred thousand Croats, he would conquer the whole world”.Without going deeper into history, but in the 17th century, thanks to many battles won, even against the Swedes, who until then were considered the best warriors in Europe at the time, the Croats became synonymous with light cavalry. Why is this very important, precisely because as warriors at the time who were not ordinary mercenaries or bandits, as evidenced by their neat and carefully decorated uniforms, it was the Croats who stood out with a previously unknown fashion detail in Europe – red scarves around his neck tied in a knot. The young French King Louis XIV. he began wearing a tie in 1646 when he was only seven years old and thus in some way determined the fashion standard of all French nobles. They soon adopted this new garment worn a la Croate (‘the Croatian way’), which also became the new root of the French word cravate. And so somehow the story about the tie began. Ties shown to the world by Croats.Shift of the Guard, Association of Historical Troops with a Tie led by the Tie Regiment / Photo: Dhar MediaToday is World Tie Day (October 18), and I can’t help but get the impression that, despite all the power of this “symbol”, we have not been able to position ourselves in the world as a tie is a Croatian product.However, we can freely expand this story to the question: Why are we ashamed of our Croatian greats? Why don’t we want to and don’t know how to use it for our tourist promotion? Why is a pen not our Croatian souvenir? People from all over the world use the pen every day, imagine that we have branded it well and whenever someone receives the pen, remember Croatia. Well that’s marketing and branding!Croatian inventors are responsible for great discoveries, discoveries that the world must know are from Croatia, especially if we talk in the context of Croatia as a tourist destination and branding the country. Why doesn’t the world know about Tesla, Penkala, Fraust Vrančić and all our other innovators who have indebted us. Why doesn’t the world know that Croats are deserving for parachute, torpedo, tie, Dalmatians, airship, rocket engine, ship’s compass… Where are the theme museums, amusement parks… for each of our prominent innovators visited by thousands of tourists? Where are the themed evenings celebrating the achievements of our innovators? This is how the tourist season is extended!DO YOU KNOW HOW PETER MIŠKOVIĆ INVENTOR steam bath, AS Tomislav Uzelac invented the first MP3 PLAYER AND THE M-PARKING, AS IVAN VUČETIĆ FATHER dactyloscopy – METHOD Fingerprinting, A MARIN SOLJAČIĆ is the first carried out experiments WIRELESS TRANSMISSION OF ELECTRICITY, WHILE JOSIP BELUŠIĆ INVENTED THE SPEEDOMETER. THE LIST IS MUCH MUCH LONGER.We have the holy grail in the world of marketing, but five have pictures and there are no tonesWhat is the image and perception of Croatia in Europe? Are we recognized with something other than the sun and the sea, the Homeland War, famous athletes and Dubrovnik? Is that all we can offer and show?How to stand out in a sea full of fish? How do the “small” survive among the big ones? We have something to be proud of, praise and stand out. We have true and credible stories with which we can and must be different. We have the “holy grail” in the world of marketing and branding, not one but hundreds of them. Yes, we are full of life only unfortunately the world does not know that. What only others would make of just one story, let alone more than one.Photo: www.duckass.net / Lana’s DuckAssIt just took place recently Imex Fair in Las Vegas (from October 10 to 12), otherwise it is the largest and most visited convention fair on the American market, which was attended by the Croatian National Tourist Board. In addition to the CNTB, eight co-exhibitors presented their offer at the 46,45 m2 stand, including the tourist boards of Zagreb and Dubrovnik, Valamar, Le Meridien Lav, Rixos Libertas, Katarina Line, Elite Travel and Intours.However, what caught my attention was the very poor performance of the promotion, ie the stand where the CNTB and its partners presented Croatia. What is the reason for such a poor performance of the stand, while on the other hand we have a tie and pen as Croatian and world-famous innovations, symbols, brands… which are again naturally and perfectly connected to the congress and business segment?When I asked the CNTB, they answered that this year’s appearance of the CNTB at the IMEX Las Vegas fair was realized in a somewhat simpler concept for several reasons. ” Namely, the fair was not planned and included in the Work Program in 2017, but due to the great interest of co-exhibitors (8 of them) it was decided that the performance will be realized with a simple and minimally large stand that will unite all Croatian entities. more acceptable performance costs. Also, the mentioned concept was chosen due to the fact that the funds for the IMEX fair in Las Vegas were not planned, and the costs of participating in congress fairs are extremely high compared to other fairs and even compared to ITB and WTM. Additionally, despite the fact that the stand was significantly simpler compared to the IMEX congress fairs in Frankfurt and the IBTM in Barcelona, the costs of performing in Las Vegas were almost identical. Depending on the feedback from this year’s co-exhibitors, the possibilities of presenting the offer next year will be considered. Finally, we note that the IMEX fair in Las Vegas is a fair with pre-arranged meetings, which means that there are almost no random visitors, while the meetings themselves, as it was emphasized, are arranged before the fair. ” they pointed out from the CNTB. Regardless of the above, it is simply incomprehensible to me that Croatia still does not know how to use what it had, including pens and ties in this case.Looking at previous CNTB presentations at various fairs as well as at the ITB fair, where we were unrecognizable in the mass or game of cat and mouse to accept attention and 5 minutes of fame, ie the opportunity to present ourselves – we did not show creativity or attract attention. Again, we have something to be proud of and be different, and thus jump out of the crowd in the woods in communication. A couple of months ago, more precisely in July, after a public tender, he was selected new concepts and creative solutions appear at tourism fairs. Personally, I have not seen the performance live, ie the new design of the stands and the presentation, but from the available pictures I can currently conclude: beautiful, modern, correct, but sterile, without a soul and nothing special.And when we add to the whole paradigm how it is the concept of promoting our tourism, I ask myself out loud again: What will we stand out in the crowd? Is this a picture and the best possible presentation of Croatia? Don’t we have anything else to brag about and be recognizable by? Where did the red and white cubes go, what are we known for all over the world?To repeat, every man in the world will put a tie on himself at least once, and whenever someone receives a pen in his hands, he must remember Croatia. Pens and ties must be our main symbols, at least when we talk about congress tourism, as well as the branding of Croatia.In the world of marketing when you are “small” you have to be different, special, fast, creative and innovative, and we still brand ourselves as a brown cow as Seth Godin, marketing guru and author of the world bestseller Blue Cow would say. “The thing is simple: you have to be special, different, special. You have to have what others don’t have. You have to know how to inspire, and you will only be able to do that if you inspire yourself. Something that is especially deserving of being talked about, to be noticed. That is something extraordinary. New. Interesting. It’s a blue cow. Boring is invisible. The brown cow is boring ” points out Seth Godin.It is fascinating how hard we try to be a brown cow, and absolutely everything we have can be synonymous with the Blue Cow. We have all the predispositions from innovation, creativity, success, beauty and diversity – we have it all. What else do we want and need?Tie Days, the only Croatian and European festival dedicated to the tie phenomenon todayFortunately, the awareness of the origin of the necktie is proudly promoted by the Academia Cravatica institution, which is also the organizer of the only and the first European festival dedicated to the phenomenon of the necktie today.The festival began on Saturday with the installation of red ties on Zagreb’s monuments, organized by the Academia Cravatica institution, and after a multi-day program, today on the Square of St. As part of this festival, the Kravat Regiment held the last shift of the guard this season, which was also an overture to the central celebration that takes place on the European Square at 17 pm, with numerous guests.Back in 2013, after two years of preparations, Academia Cravatica made one of the most beautiful postcards from Croatia, when they set up a large tie installation around the Arena, the world’s best-preserved Roman amphitheater, which symbolically connected past and future, antiquity and modern civilization. The tie was 808 meters long and the maximum width of the lower part of the tie was 25 meters. The knot of the tie itself is 15 meters long, in its greatest width 16,5 meters wide, and in the narrowest part 5,4 meters wide, and more than a billion people, according to the interpretation of Academia Cravatica, got acquainted with our story about the tie.Photo: adriaticholidays.euLet’s be what we are – Croats. It must be our tourism product. We have 1244 islands, islets, cliffs and reefs, and just as many amazing credible, unique and primarily authentic stories. We are the tourist “Blue Cow” of Europe, at least we should be, but again, it’s all up to us.I still wonder why we don’t use all these amazing facts in promoting our tourism and the State. Unfortunately, the answer is still the same – we are obviously ashamed of our history, culture and identity, and it is interesting how this is the meaning, ie the motive of the trip – getting to know new ways and culture of living. We don’t need to be smart at all or invent hot water and be some bad copy of other tourist destinations. Let’s be what we are – Slavonians, Istrians, Dalmatians, Zagorje… Croats. It must be our tourism product.And finally, be proud every time you put on a tie, be ambassadors of our tourism and tell the story of how a tie is a Croatian product.Happy World Tie Day.