Stellaris
Romeo Ghica
COO
What is the difference between a product and a brand?
What is the difference between a product and a brand?
I can say what it means to me. The product is nothing without a brand. At least lately, that’s what I’ve come to understand. The brand that drives the product is often the only communication interface between the product and the customer. A customer should know the product beforehand and act accordingly, to have the trigger to go towards that product, not to discover it afterward. That’s the difference. You can purchase a product and then discover its good and less good parts in the privacy of your home, or you can understand through branding from the beginning what kind of product you’ve found. We can consider our products as good as we want, but until the customer considers the product good, no evaluation is valid. And branding helps us with that. Branding helps us to have a channel and an opening with the customer
What does branding help with?
I’m trying to think about myself before we made the decision to brand Stellaris. I’m trying to find an argument that would have convinced me, and it’s very difficult. I think the best argument would be in terms of the products. It’s a shame for the products we have on the market not to promote them as they deserve and not to promote and include the people we have as they deserve, and not to promote the companies we work for as they deserve. It’s a great shame.
How was the branding workshop for you as a CEO?
It was the first time when in front of you, we identified first as a company and second as a department. It was the first time this happened, and I don’t know, it stayed. I mean, it’s been about a year and a half since we did it, maybe even more, and that feeling stayed. It was a fabulous gain, but it was a process of discovery.
How was the team’s participation in the workshop for you?
There is a certain diversity in absolutely any company, but there are very few moments when this diversity is seen as a positive thing. Most of the time, this diversity is identified by the differences between individuals. However, there are some moments, and this was one of them. Those moments are few, which is why I insist they are very important and it’s good to promote them and have them as often as possible. This was one of the few moments when that diversity represented an asset. When we rely on each other, on the fact that we are different. This generates an incredible need for teamwork, in the first place, and what was extraordinarily strange. It was strange that it crystallized in a few hours. I mean, I expected moments like this to last for days, weeks of training, team-building, visits, hikes, efforts, sweat. And it happened in two hours.
How was the team’s participation in the workshop for you?
There is a certain diversity in absolutely any company, but there are very few moments when this diversity is seen as a positive thing. Most of the time, this diversity is identified by the differences between individuals. However, there are some moments, and this was one of them. Those moments are few, which is why I insist they are very important and it’s good to promote them and have them as often as possible. This was one of the few moments when that diversity represented an asset. When we rely on each other, on the fact that we are different. This generates an incredible need for teamwork, in the first place, and what was extraordinarily strange. It was strange that it crystallized in a few hours. I mean, I expected moments like this to last for days, weeks of training, team-building, visits, hikes, efforts, sweat. And it happened in two hours.
