Cand haina de brand nu te mai reprezinta, dar ti-e mila sa o schimbi Exista un moment foarte specific in viata unui brand B2B: nu mai esti cine erai cand ai inceput, dar inca porti […]
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Pentru oricine are aspiratii antreprenoriale sa deja e antreprenor, „The Entrepreneur Mind” de Kevin Johnson, este o lectura de luat in calcul. Este scrisa bine si ofera informatii si inspiratie; te ajuta sa te feresti […]
Sau ce nu se spune in branding Ca agentie de branding, ne intalnim si vorbim zilnic cu multi antreprenori. Despre vise. Planuri. Si frustrari. Din discutiile noastre cu cei din piata B2B (dar nici cu […]
Daca adevarul este imbratisarea, cum poate fi el numit fragranta? Horia-Roman Patapievici. M-am gandit mult la ideea lui Horia-Roman Patapievici care zice ca gandirea moderna (si azi cu dorinta de afirmare si cu AI-ul in […]
Brandurile mici romanesti castiga cota de piata printr-un set de strategii. Multinationalele le admira, dar rareori le pot replica. Este vorba despre nisa asumata, comunitate autentica, agilitate operationala si o relatie directa cu clientul. Doar […]
Dr. Valentin Radian, GURSK: director comercial cu suflet de doctor In fiecare business exista un om care sta cu un ochi pe cifre si cu celalalt pe oameni. In Gursk, omul acesta se cheama dr. […]
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Brand recunoscut, dar incomplet Piata romaneasca ajunge intr-o etapa interesanta. Tot mai multi clienti spun „logo-ul ramane asa cum este, vrem manual de brand si teritoriu clar”. Acest tip de cerere indica un nivel nou […]
Logo-ul tau nu vinde nimic: adevarul dureros despre brandurile obsedate de design Logo vs brand este una dintre confuziile cele mai frecvente in discutiile cu antreprenori si cu echipe de management. De multe ori, proiectele […]
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Brandul in era AI De ce brandurile au nevoie de o strategie de brand clara in era AI In 2026, aproape fiecare antreprenor si fiecare departament de marketing foloseste sau testeaza AI. Instrumentele pot scrie […]
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Boardul ca asset de brand: cum influenteaza guvernanta valoarea companiei Pentru un antreprenor, boardul ca asset de brand tine de felul in care este perceputa compania. Structura de guvernanta poate transmite claritate, responsabilitate si seriozitate. […]
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Active intangibile: locul unde sta adevarata valoare a unui brand B2B Multi antreprenori se uita la fabrica, la utilaje, la birouri, la stocuri. Acolo vad valoarea companiei. In realitate, evaluatorii si fondurile de investitii […]
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Brandul in consiliul de administratie. Guvernanta activelor intangibile Intr-o economie in care cea mai mare parte a valorii vine din lucruri pe care nu le poti atinge (servicii de IT, inteligenta artificiala, servicii in general), […]
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Rolul unui membru de board de brand in valorificarea activelor intangibile Intr-o intalnire recenta cu un grup de antreprenori, discutia a alunecat firesc de la cifre, investitii si planuri de extindere spre un subiect mai […]
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Rolul brandului in evaluarea si tranzactionarea companiilor antreprenoriale din Romania Clientii cu care am lucrat in anii 2007–2010, cand isi puneau abia atunci bazele brandului, incep astazi sa devina tot mai atractivi pentru fondurile de […]
Country of origin effect pentru brandurile romanesti Intr-o discutie telefonica recenta un client din zona de constructii, acesta mi-a spus ca vrea crestere. Cine nu vrea? Dar nu orice fel de crestere, ci una bazata […]
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5 semne ca businessul tau B2B are nevoie de rebranding Cand brandul nu mai tine pasul cu businessul Intr-un business B2B, brandul ramane deseori in urma realitatii de business. Compania creste, adauga servicii, intra pe […]
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Momentul acela “nu acum” Antreprenorii B2B intarzie momentul de branding si asta ii costa, dar ei nu vad. Pentru ca nu e usor de detectat la inceput. Daca as primi un leu de fiecare data […]
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La multi ani, dragi romani! Suntem o tara care sta mereu intre doua stari: rabdarea care ne salveaza si nerabdarea care ne impinge.O tara care se incarca greu, ca un site cu prea multe ferestre […]
Am crescut nişte lei foarte puternici în antreprenoriatul românesc. Acum avem nevoie şi de haite, iar acestea apar prin parteneriate strategice Inoveo este o agenţie de branding care are în portofoliul său proiecte precum rafinarea […]
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Adevarul nerostit despre antreprenori: ce vede un consultant cand intra intr-o companie in crizaBrand Talks 2.0 cu Radu Tudor: conversatia care schimba felul in care te uiti la business Vulnerabilitatile care nu se vad in […]
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O poveste despre identitate, istorie si Savoir Lux Rebranding TOFF Galleries by Stirbei Palace inseamna mult mai mult decat definirea unei identitati vizuale. Este povestea unui spatiu unic din Romania, unde istoria unui palat construit […]
BrandTalks 2.0 – De ce era nevoie de o noua versiune BrandTalks 2.0 apare intr-un moment in care conversatiile despre branduri au nevoie de mai mult spatiu. Brandurile nu se construiesc doar din strategii si […]
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Cand vorbim despre POSTA ROMANA, instinctiv ne gandim la ghisee, colete si la postasul care ajunge in locuri unde nu ajunge nimeni. Pe scurt, la serviciile pe care le stim de zeci de ani. De […]
Read More… from De ce brandingul nu e doar un logo nou si nici advertising
In rebranding, totul pare clar in prezentari. Slide-uri frumoase, diagrame, promisiuni. In realitate, ordinea din spatele proiectului sta pe umerii unui om. In cazul GURSK, omul acela este Cristina-Elena Rusen, director de marketing. In episodul […]
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Brandingul e un proces de invatare. Cand un antreprenor ajunge intr-un proces de branding, nu vine la inceput, vine cand a crescut businessul. Vine, de fapt, sa se redescopere. Iar asta cere rabdare, curaj si […]
Primim des RFP-uri impecabile pentru branding. Structura buna, livrabile clare, deadline-uri ferme. Dar comunicarea unidirectionala nu e suficienta. Vrem sa stim cine este antrenorul, echipa, cat de mare e compania, cine sunt clientii, de cate […]
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Intre productie si poveste Romania se afla astazi intr-o pozitie ambigua pe lantul trofic al economiei globale. Suntem o tara care produce, dar nu inca una care isi spune propria poveste. Avem capacitati industriale solide […]
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Branding global: America domina povestea, Asia tehnologia, Europa designul. Unde se pozitioneaza Romania si cum pot brandurile romanesti urca global? Trăim într-o lume în care brandurile au devenit adevărați ambasadori geopolitici. Marile puteri globale nu […]
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Unul creeaza sens. Celalalt il administreaza. Iar brandurile mari se nasc cand cele doua forte gasesc echilibrul. Exista doua feluri de oameni care conduc businessuri: cei care vad lumea prin ochii posibilului si cei care […]
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Ca sa devii bun practician, trebuie sa citesti tot ce s-a scris. Restul e doar exercitiu. Brandingul nu l-am invatat din tutoriale. L-am invatat de la oameni care au vazut mai departe. Pentru noi, Walter […]
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Your browser does not support the video tag. Rebrandingul POSTEI ROMANE – primul pas spre transformare Procesul de rebranding semnat de INOVEO marcheaza inceputul unei transformari organizationale. Este tranzitia de la traditional la modern. De la o […]
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Category Entry Points sunt momentele si contextele prin care consumatorii isi amintesc un brand. Afla cum sa folosesti category entry points in branding si rebranding, cu exemple romanesti si internationale. De ce category entry points […]
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De ce conteaza intalnirile fizice Intalnirile fizice in branding sustin decizii strategice importante. Ele aduc la aceeasi masa antreprenorul, boardul si agentia de branding. In acest context, rebrandingul corporate se sprijina pe dialog real, nu […]
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Mere Exposure Effect in rebranding Mere Exposure Effect este unul dintre cele mai utile principii de psihologie aplicata in branding si mai ales in rebranding. Oamenii se obisnuiesc cu ce vad des, iar repetitia este […]
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In branding, la fel ca in gradinarit, daca vrei castraveti, plantezi seminte de castraveti. Dar multi antreprenori sar direct cu brandul in social media si SEO, fara a avea o definitie a semintei, a brandului. […]
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Insula iubirii | Strategia de brand pe care putine companii o inteleg, dar toate o pot invata In branding, un lucru ramane cert: cand promisiunea este clara si executia consecventa, publicul vine singur.„Insula iubirii” nu […]
Rebranding Jaguar – de ce discutam despre el Rebranding Jaguar este mai mult decat o schimbare de logo. Este o miscare strategica si vizuala care arata cum un brand legendar se reinventeaza pentru viitor. Jaguar […]
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Perseide si branding? Ce au in comun? Emotia momentului si asteptarea. Perseidele dureaza cateva nopti, apoi dispar. In branding, unele companii repeta tiparul: campanii scurte, intense, dar fara continuitate. La INOVEO, brandingul este construit […]
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In memoriam Prof. Andrew Kakabadse – guvernanta corporativa si mostenirea Envisia Cand am lucrat la proiectul nostru de rebranding Envisia, am avut onoarea sa il cunoastem pe profesorul Kakabadse.A fost momentul in care am inteles […]
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Untold si Summer Well – doua festivaluri care rescriu brandul Romaniei Clujul si Bucurestiul – povesti de destination branding, dupa principiile lui Simon Anholt. Avantaje, provocari si oportunitati pentru brandurile romanesti. In ultimul deceniu, […]
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In articolul trecut am definit ce inseamna o strategie reala. Nu o lista de dorinte. Nu o campanie. Ci un set de alegeri curajoase, asumate, reiesite dintr-o analiza riguroasa a categoriei si greu de copiat. […]
Strategie si planificare strategica – diferente esentiale pentru brandul tau In fiecare luna, cel putin o data, primim solicitari de strategie de brand. Dar aproape de fiecare data, discutia se transforma intr-o lista de livrabile […]
Rick Rubin nu scrie. Rick Rubin sculpteaza spatii in care linistea devine sol fertil pentru creativitate. Nu-ti da instructiuni, nu te motiveaza in mod conventional. In schimb, iti ofera ceva mult mai rar: o stare. […]
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L-am cunoscut pe Dan la un eveniment despre branding. Dupa doua luni, ne-am reintalnit intr-o sesiune de mentorat. Prima lui intrebare? “Serios, voi chiar nu trimiteti oferte pe email?” Pentru cineva obisnuit cu pitch-uri si […]
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Despre povestea unui brand de haine si femeia din spatele lui Claude nu este la inceput de drum, dar brandul ei e. Si e viu, sensibil, dar inca in cautare de directie. Vine din logistica […]
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De aici a inceput totul. L-am cunoscut pe Doru la un eveniment unde am vorbit despre branding si alegeri strategice. Apoi m-am trezit direct intr-o seiune de mentorat cu el. Si cu asta am inceput: […]
Cine este Mihaela si ce face ea Mihaela este fondatoarea unui mic atelier din Chiajna, Ilfov, care personalizeaza prin broderie hainute – de la trusouri pentru bebelusi, pana la tricouri si hanorace pentru copii si […]
Am lucrat cu zeci de antreprenori. Au pornit un business, l-au crescut, i-au adaugat produse si servicii. Apoi, ceva s-a rupt. Fie echipa nu mai stie cum sa promoveze. Si asta e grav. Daca oamenii […]
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Lucrez de 20 de ani cu antreprenori si cu directorii lor de marketing. Proiectele de branding sunt initiate si coordonate de departamentele de marketing. Marketingul are si nu are putere de decizie. Are – acolo […]
Azi vreau sa scriu 2-3 randuri despre Landor. De ce Landor?Pentru ca e agentia de la care am invatat branding in 2005.Pana atunci faceam marketing. Credeam ca stiu si branding. Nimic mai fals.Landor mi-a dat […]
Istoria omului se poate scrie si altfel decat prin razboaie, imperii si tratate. Se poate scrie prin croiala unei haine, prin greutatea unei stofe, taietura unei guler, prin felul in care te raportezi la articole […]
INOVEO semneaza proiectul de rebranding pentru GURSK.ro Companie de distributie de implanturi si solutii complete pentru medicii stomatologi. Bucuresti, iunie 2025 – INOVEO, agentie de branding cu 25 de ani de experienta, a semnat proiectul […]
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Acest articol pleaca de la ideile care s-au conturat in timpul si imediat dupa recentele discutii de la IQ Digital, editia proaspat incheiata, desfasurata intr-un loc cu totul special: Cazinoul din Constanta – o bijuterie […]
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Logo-ul nu conteaza… chiar atat de mult cat crezi Spune pe bune, ai alocat ore intregi sau zile sau poate chiar saptamani in dezvoltarea unui logo pentru compania ta sau brandul tau? Cu siguranta ca […]
Pretul nu e o simpla eticheta. E o declaratie. Si, cel mai important, e parte integranta din procesul de constructie a brandului. Brandurile de lux nu vand produse. Vand statut, aspiratie, apartenenta la un cerc […]
Multi antreprenori care intra in lumea brandurilor de lux pleaca de la o premisa gresita. Ca daca ai un produs scump, automat ti-ai gasit si clientii. Realitatea e mai incurcata decat atat. Si mai ironica. […]
Avem o neliniste veche care acum, in prag de alegeri, devine mai acuta. Indiferent cine va iesi presedinte dupa 18 mai, ne uitam la brandul Romaniei si vedem un gol. Un vid lasat de o […]
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Sau cum putem intelege luxul mai bine, definindu-l prin ceea ce NU este. Luxul e greu de definit. Dar e mult mai usor de inteles daca incepem cu ce NU este. Luxul NU este un […]
Megagen: curajul de a face altfel marketing pentru un brand de implanturi dentare – business to medical to patient (B2M2P) Intr-o piata reglementata, unde toata lumea joaca safe, e usor sa te ascunzi dupa reguli. […]
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Cand spui lux, mintea multora fuge direct la aur, diamante, masini sport si hoteluri de 7 stele. E reflex de consumator globalizat, alimentat de reclame, de influencerii care pozeaza cu logo-urile la vedere si de […]
Read More… from Luxul nu e despre produse scumpe. E despre nevoi pe care nu le ai.
If everyone is talking about sustainability, we cannot ignore discussing it from a branding perspective. Environmental awareness has always been a growing trend. Now, more than ever, brands are under increasing pressure to adopt sustainable […]
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The evolution and shifts in trends from one season to another are most pronounced when it comes to design. This year, in graphic design among other fields, we are seeing a spotlight on a category […]
What is the recipe for creating a brand? How long does it take to build one? How much does it cost? Where do you start and where do you end? What are the key ingredients? […]
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Urmareste interviul la ZF Live in care se discuta de ce au nevoie de branding si companiile B2B, care vand catre alte companii. […]
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Branding is all about optimism and confidence, and any entrepreneur, whether they have been in business for 30 years, 10 years, or are just starting a new venture, feels the need to give their brand […]
I know, it’s the season of Galas, Awards, Year-End Reviews, and Christmas Parties… but I’m writing about what inspires me from my daily work… After last week’s filming at INOVEO, I reconnected with our recent […]
We often find ourselves needing foreign languages… or a foreign language within the same language, if we’re talking about business. Yes, budgeting requires being a polyglot. Fluent communication between Marketing and Finance departments is essential […]
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Colors play a crucial role in defining a brand’s visual identity. From Coca-Cola’s iconic red to Facebook’s vibrant blue, colors have the power to evoke emotions, create brand recognition, and establish a strong connection with […]
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Optimizing a brand portfolio involves strategically managing and organizing a company’s product offerings to maximize overall brand value and market share. For a company that is a key player in the categories of cooking essentials, […]
A product portfolio refers to the range of individual products that a company offers at any given time. This encompasses all the products or services that a company markets, whether they are similar or different. […]
As a brand owner, you understand the crucial importance of visual identity in shaping your brand’s image. This is a means through which you convey your brand’s personality, values, and message to your target audience. […]
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Today, during a meeting, a question was raised by a successful entrepreneur I was speaking with: What comes first, branding or marketing? The correct order is that branding comes before marketing. Branding refers to the […]
You have a premium food delivery business and want to develop your business towards providing quality food at a fair price? There are several key reasons to launch a mainstream brand in the food delivery […]
Here are five important reasons for branding in a solar energy production and distribution business: Differentiation from Competitors: The solar energy industry is rapidly growing and highly competitive. Through branding, you can create a unique […]
There are numerous decision-making theories and models developed by various researchers and theorists. Some of the most well-known models include: Rational-Economic Model: This model is based on the idea that decisions are made rationally, with […]
There are several reasons for developing a separate brand when launching a mainstream food delivery brand, in contrast to the premium brand you already own. Here are some key reasons: Market Segmentation: By developing a […]
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The pandemic has changed consumer behavior and led many entrepreneurs to open their restaurant businesses to food delivery at home or office. INOVEO has developed 2 brands in this segment: ABCJAR and GOOD NOIZ. There […]
Brand values are defined by the project team during branding projects in workshops moderated by the branding agency. These values are then cascaded down and made known to each employee. It is important for employees […]
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On Monday, we received jars of raw-vegan “Nutella” from our client Dumbrawa, and we were genuinely thrilled like kids who just got their new toy. But beyond the sweetness… what does this gift signify? Client […]
Consulting friends can be useful in many aspects of life, but when it comes to a company’s brand identity, there are a few things to consider. Here’s why relying solely on friends for advice in […]
The right time for a company to undergo rebranding can vary depending on several factors. Here are some situations where rebranding might be considered appropriate: Business Changes: If your business is undergoing significant changes, such […]
To ensure a successful branding meeting for your product, follow these 7 steps: 1. Set Clear Objectives: Before the meeting, define the goals you want to achieve. Whether you aim to improve product positioning, increase […]
In the distribution sector, branding is essential for developing and consolidating identity, differentiating from competitors, and building trust with clients and business partners. Branding is the process of creating a unique and recognized image in […]
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Involving a mixed team from all departments of a company in a branding workshop offers several important benefits. Here are a few key reasons: Comprehensive Perspective: By including representatives from various departments, the workshop gains […]
A brand workshop organized by a branding and design agency can offer participants a variety of knowledge and skills related to building and managing a brand. Here’s what you can learn in such a workshop: […]
Branding is not just about the name and logo. It’s also about touchpoints. Last week, a prospect revealed to me that they met with us only because a former client insisted they get to know […]
How Asians build their #naming strategy. How they choose names. Let’s take the example of Samsung. Is it a descriptive, evocative, or abstract name? Lee Byung-chull, the founder of Samsung, attended Waseda University in Tokyo, […]
This refers to all the interactions and stages a customer goes through while engaging with a brand. The Customer Journey includes all touchpoints and channels through which a customer comes into contact, starting from the […]
Last week, a partner asked me to conduct a branding workshop with their team, and I think it’s time to talk about the workshops we conduct because they are diverse, have different objectives, and address […]
Today, in an informal meeting, a friend asked me how to explain the need for branding to a lawyer. The lawyer’s website urgently needed rebranding. Specifically, What? Defining the mission, vision, and values, the tone […]
We often encounter this question from clients: Why are there differences in the color of my logo? It is not a mistake. It is natural. CMYK, RGB, and Pantone color codes are used to identify […]
The entire INOVEO team has recently participated in a discovery and inspiration trip to Berlin, which also provided a great opportunity for an authentic teambuilding. Part of INOVEO’s internal strategy to develop, strengthen its team’s […]
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Find out in the video interview below what a brand is, how it is built, how entrepreneurs approach the aspect of branding, and why country branding is needed for Romania. […]
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Some of the topics discussed on ZF Live with Dochita Zenoveiov: – There are many more Romanian names becoming brands compared to a few years ago. – A brand is a long-term investment – During […]
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1001 Nights? Nu. 1001 de intrebari despre modul nostru de lucru si cate si mai cate No. 1001 questions about how we work and many more There arent exactly 1001 here, but over time, weve […]
On Friday, I went to @ZF.live to talk about the week’s big news: “Bitdefender Becomes Romania’s First Sponsor in Formula 1.” I’m revisiting some of the ideas related to sponsorship that I shared or wanted […]
Robert la butoane, cu cateva scurte despre viata de agentie. Se mai poarta sa vorbim despre ce facem? Cum ar fi viata la birou. Ce mai invatam, ce mai aflam, ce mai stricam si indreptam. […]
Principiile de functionare ale obiectivelor fotografice seamana mult cu felul in care are loc perceptia vizuala umana. […]
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Aceste întrebări pertinente te vor ajuta să-ti găsesti agenția potrivită de branding care-ti va propulsa afacerea către succes. Drumul de la dezvoltarea unei afaceri pana la un brand nu e usor, indiferent in ce nisa […]
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Generatia milenistilor convinge parintii antreprenori ca prin rebranding se poate face diferenta in turism. O solicitare pe mail ne-a determinat sa ne urcam in masina la 5 dimineata, sa conducem vreo 470 de kilometri pana […]
