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Novatik

Novatik

Dan Mircescu

CEO

What is the branding process?

It’s the process of identifying yourself. It’s a process of rediscovery, similar to how you find yourself in a certain art, you find yourself in spirituality, you find a direction. That’s how I would see it.

Why invest in branding? What does the power of branding mean?

Well, first of al, even from an accounting perspective, from the perspective of evaluating a company, the brand can fall into the category of intangible assets. But at the same time, it’s part of the company’s physical values, not just at an emotional level. In practice, when you reach the point of evaluating a company, the evaluation of the brand’s potential, certainly affects the overall valuation. Between an inferior product with a strong brand and a very good product with a weak brand, an investor will always choose the inferior product with a stronger brand. Because it’s much easier to build on a strong brand than on a weaker one. You can enhance the quality of the product behind a strong brand, but it’s very difficult for a good product to thrive behind a weak brand. And when evaluating a company and trying to attract customers and partners, the strenght of the brand will always make a difference. Furthermore, a strong brand will always hire people for lower salaries compared to one with a weak and very poor brand. Because people accept to be part of an organization with a strong reputation, strong brand awarness, rahter than a company that even though it has very good products or services, lacks the reputation of a large company.

What did rebranding bring you?

There are few companies, especially Romanian companies, that can say they have undergone a branding process like we have. And for us, and me personally, it gave me direction, i don’t know, it gave me an identity not just visually, not just phonetically but an identity in terms of principles, values, mission and so on. Things that in theory are often considered just words, but in reality these things do exist.

Who is NOVATIK today?

Well, if er talk about 2006, in the meantime, the turnover has almost tripled from 2006 until now. The company profile is completly different today. Today we are producers, in 2006 we were traders, just laying the groundwork and trying to set up the firstg production lines in a rahter limited segment. Things have evolved a lot from this point of view. Obviously, the market has evolved and we have faced all the changes, all the challanges. We are different people now, and we have grown with the company; we have learned what entrepreneurship means on our own dime, we have learned what it means to win, we have learned to lose our own money. Many things have happened and there is definitely a fundamental difference in terms of organization, financially and so on.

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