No brand without a company, no company without brand! – The construction industry’s marketing summit has kicked off

The meeting of the ÉVOSZ Media Section began on the morning of 16 April in Bük, and is once again taking place this year with the media support of Magyar Építők. The event, which creates a common platform for industry leaders and marketing and communications professionals, was organised for the third time in the town in Vas County, at the Greenfield Hotel. One of the significant outcomes of this year was the expansion of the event’s scope: HR and CSR were added to the range of relevant communication disciplines, whilst the number of attendees also increased.

They are the ones who are blazing a trail in today’s information-saturated world

From the very first presentations, the conference featured interactive discussions and powerful messages on the most pressing issues in the industry’s communications. In his opening address, Péter Kincses, Chair of the Media Section of ÉVOSZ, emphasised that the construction industry is facing a critical juncture.

„During this period, we must demonstrate that the sector is prepared to face even the greatest challenges. At the same time, we should not focus on the scale of the projects we are working on, but rather on how we work and the fact that this is a well-organised industry,” the president emphasised.

He added that, rather than competing against one another, what is needed now is cooperation; finally, he also offered a more personal message: „It is you who are blazing a trail through this noisy environment, ensuring the sector’s visibility; and the Media Section of ÉVOSZ provides the backdrop for this through its resources and community.”

Human-generated content outperforms AI-generated content

Following the direction set out at the opening, the event proceeded in an increasingly relaxed atmosphere, with both the presentations and the interactive discussions sparked by the questions, as well as the more informal chats during the breaks, all taking place in a more relaxed atmosphere.

Our newspaper will publish a separate article on the most interesting professional insights emerging from the presentations.

At the same time, it is already clear that a recurring theme among several speakers at the conference is the importance of personal stories: realistic messages that depict human destinies surpass AI content – thanks to the way algorithms work and the interest they generate, their effectiveness is many times greater than that of traditional content.

One of the most apt summaries of the morning presentations came from the managing director of BuildEXT Kft.: „There is no brand without a company; there is no company without brand!” said Csaba Livják, pointing out, among other things, that

It’s no use a company launching an expensive marketing campaign if there’s no substance behind it; the bubble will burst. But the reverse is also true. „Only if you do both together will it work.”