Feđa Vukić
Episode · #167
BREND FORUM Feđa Vukić
Guest Feđa VukićHosted by Božo SkokoMay 3, 2026
Feđa Vukić
About this episode
What you'll hear in this conversation
Feđa Vukić, a professor at the University of Zagreb's Faculty of Architecture, challenges the very term this podcast is named for. He argues that 'brand,' while widely used, has become a superficial shorthand in public discourse, often mistaken for a brochure or a slogan. Vukić prefers 'identity system' — a concept that acknowledges the deeper, more complex social interactions and symbolic actions that truly shape how something is perceived. This conversation pulls back the curtain on what it really takes to build lasting recognition, moving beyond buzzwords to the core elements of design, culture, and community interaction. You'll leave understanding why a true identity is a fragile, ongoing construction, easily damaged and slow to heal.
Insights from the conversation
What to take from this episode
01
Vukić argues that 'brand' has become so diluted in everyday use that it now often signifies only the most superficial aspects of identity, like a destination's brochure. The word has acquired a negative connotation because people approach it lightly in daily practice, especially in tourism, confusing a pretty design with a solved problem.
02
The core idea of 'identity system' describes a social interaction, not just a commercial one, always resulting in a symbolic action that fosters community around shared themes. Both 'brand' and 'identity system' describe this symbolic practice, but the latter emphasizes the complex, multifaceted nature of how communities form around shared meaning.
03
A 'symbolic earthquake' can destroy a brand's reputation in an instant, even after years of careful building. Reputation is a very fragile symbolic construction that, once damaged, is not easily mended.
04
Despite its rich history and the impact of 800 design graduates from the University of Zagreb's Faculty of Architecture, Croatian design still struggles to be seen as a serious economic and cultural factor. While globally recognized, its potential remains largely untapped at home.
05
Companies like Primos and Prostoria, which integrate design as a normal business procedure, illustrate the vast economic potential within Croatian design. The problem isn't a lack of individual talent—many Croatian designers achieve international careers—but a national absence of an 'innovation culture' that would recognize and nurture this resource locally.
06
The two key components of design as a profession are conceptual thinking and a culture of innovation. Vukić diagnoses Croatia's challenge as a lack of this innovation culture, which prevents it from fully grasping design's potential and purpose.