{"id":12921,"date":"2025-08-14T16:32:23","date_gmt":"2025-08-14T13:32:23","guid":{"rendered":"https:\/\/inoveo.ro\/?p=12921"},"modified":"2025-08-19T13:54:55","modified_gmt":"2025-08-19T10:54:55","slug":"de-ce-nu-creste-brandul-desi-bagi-bani-in-marketing","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/rebranding-en\/de-ce-nu-creste-brandul-desi-bagi-bani-in-marketing\/","title":{"rendered":"De ce nu creste brandul, desi bagi bani in marketing"},"content":{"rendered":"<figure id=\"attachment_12919\" aria-describedby=\"caption-attachment-12919\" style=\"width: 1448px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12919\" src=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17.png\" alt=\"Semintele brandului \u2013 metafora cu un castravete taiat, ilustrand esenta din care creste un brand\" width=\"1448\" height=\"752\" srcset=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17.png 1448w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-300x156.png 300w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-1024x532.png 1024w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-768x399.png 768w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-500x260.png 500w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-800x415.png 800w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-14-at-16.13.17-1280x665.png 1280w\" sizes=\"auto, (max-width: 1448px) 100vw, 1448px\" \/><figcaption id=\"caption-attachment-12919\" class=\"wp-caption-text\">Branding sau rebranding? Daca vrei castraveti, plantezi seminte de castraveti<\/figcaption><\/figure>\n<h2 data-start=\"229\" data-end=\"330\">In branding, la fel ca in gradinarit, daca vrei castraveti, plantezi seminte de castraveti.<\/h2>\n<p data-start=\"492\" data-end=\"608\">Dar multi antreprenori sar direct cu brandul in social media si SEO, fara a avea o definitie a semintei, a brandului.<\/p>\n<p data-start=\"610\" data-end=\"822\">Mare greseala.<\/p>\n<p data-start=\"610\" data-end=\"822\">Saptamana trecuta am vorbit cu 5 antreprenori din industrii complet diferite.<br data-start=\"704\" data-end=\"707\" \/>Toti directionau bugete impresionante in social media, in SEO si campanii platite Google Ads, Facebook Ads si PR.<\/p>\n<p data-start=\"824\" data-end=\"882\">Adica udau samanta inainte ca ea sa aiba nevoie de asta.<\/p>\n<p data-start=\"884\" data-end=\"1121\">Niciunul nu investise timp in a raspunde la intrebarea simpla: <strong data-start=\"947\" data-end=\"972\">Ce samanta am plantat <\/strong>adica &#8211;&gt;<strong data-start=\"947\" data-end=\"972\"> Cine suntem ca brand?<\/strong><br data-start=\"972\" data-end=\"975\" \/>Si\u2026 aproape toti ridicau aceeasi problema: rezultatele ii costa scump si, odata ce opreau investitiile in SM si SEO, vanzarile le cadeau in cap.<\/p>\n<p data-start=\"1123\" data-end=\"1179\">Raspunsul nu e in bugete sau algoritmii Google sau Meta. Ci chiar in samanta.<\/p>\n<h2 data-start=\"1181\" data-end=\"1237\">Ce inseamna sa pornesti de la samanta brandului<\/h2>\n<p data-start=\"1238\" data-end=\"1384\">Daca ne uitam la branduri mari, le recunoastem instant, indiferent unde apar.<br data-start=\"1315\" data-end=\"1318\" \/>Si vor ramane mari si cu, si fara acele cheltuieli in SM si SEO:<\/p>\n<ul data-start=\"1386\" data-end=\"1491\">\n<li data-start=\"1386\" data-end=\"1441\">\n<p data-start=\"1388\" data-end=\"1441\">Apple \u2013 minimalist, premium, obsesie pentru design.<\/p>\n<\/li>\n<li data-start=\"1442\" data-end=\"1491\">\n<p data-start=\"1444\" data-end=\"1491\">Nike \u2013 performanta, inspiratie, \u201cJust Do It\u201d.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1493\" data-end=\"1644\">Aceste lucruri nu sunt intamplatoare.<br data-start=\"1530\" data-end=\"1533\" \/>Sunt alegeri strategice care au plecat din definitia semintei brandului. Ele au ghidat tot ce s-a facut dupa.<\/p>\n<p data-start=\"1646\" data-end=\"1722\">Nu trebuie doar sa platesti ca sa cresti. Trebuie sa gandesti ca un brand.<\/p>\n<p data-start=\"1724\" data-end=\"1865\">Si totusi, majoritatea antreprenorilor sunt speriati sa investeasca in definirea brandului.<br data-start=\"1815\" data-end=\"1818\" \/>Cred ca \u201cpierd timp\u201d daca nu posteaza zilnic.<\/p>\n<p data-start=\"1867\" data-end=\"1925\">Asa ca joaca la sigur si copiaza ce fac altii. E corect? Sau gresit? Depinde.<\/p>\n<h2 data-start=\"1927\" data-end=\"1982\">Studiu de caz: <a href=\"https:\/\/www.gsp.ro\">Gazeta Sporturilor<\/a> | cea mai buna echipa din Romania<\/h2>\n<p data-start=\"1983\" data-end=\"2106\">Gazeta e un studiu de caz de brand care imi e foarte apropiat.<br data-start=\"2040\" data-end=\"2043\" \/>Pentru ca am lucrat si la ProSport, si la Gazeta Sporturilor.<\/p>\n<p data-start=\"2108\" data-end=\"2317\">In presa sportiva, echipa <a href=\"https:\/\/www.facebook.com\/catalintolontan\">Tolo<\/a> si Ioanitoaia a lansat ProSport demult. La lansare, ProSport era in grupul Pro (alaturi de Pro TV).<br data-start=\"2218\" data-end=\"2221\" \/>Brandul a crescut, apoi Sarbu (proprietarul de atunci al Grupului PRO) a vandut ProSport la grupul elvetian Ringier cu tot cu echipa.<\/p>\n<p data-start=\"2319\" data-end=\"2482\">Cele doua culturi organizationale \u2013 cea a lui Tolo si cea corporatista, elvetiana \u2013 s-au dovedit a nu fi compatibile la foarte scurt timp de la vanzare.<br data-start=\"2423\" data-end=\"2426\" \/>Asa ca intreaga echipa a plecat la Gazeta Sporturilor.<\/p>\n<p data-start=\"2484\" data-end=\"2613\">La Gazeta, au luat-o de la zero.<br data-start=\"2516\" data-end=\"2519\" \/>Primul lucru facut: Rebranding? Nu.<\/p>\n<p data-start=\"2484\" data-end=\"2613\">Un spot de imagine. Simplu, clar: <strong data-start=\"2573\" data-end=\"2610\">\u201cCea mai buna echipa din Romania\u201d<\/strong>. In spot \u2013 echipa pe teren \u201cinainte de meciul cu ProSport\u201d (ziarul pe care ei il lansasera).<br data-start=\"2706\" data-end=\"2709\" \/>Ce au aratat? Echipa. Pe fundal, vocea inconfundabila a lui Emil Gradinescu, vocea meciurilor de fotbal din Romania.<\/p>\n<p data-start=\"2841\" data-end=\"3011\">In presa, echipa e un ingredient esential.<br data-start=\"2883\" data-end=\"2886\" \/>Spotul a fost gandit si pus in joc de Teodor Manolache, director de marketing pe atunci, si Serban Alexandrescu de la Headvertising.<\/p>\n<p data-start=\"2841\" data-end=\"3011\">Si totusi, nu reuseau sa bata ProSport \u2013 acesta traind inca din puterea brandului.<br data-start=\"3089\" data-end=\"3092\" \/>Din focus grupuri, perceptia era ca face parte din Pro. Iar tot ce era Pro, era cool.<\/p>\n<p data-start=\"3169\" data-end=\"3267\">Elvetienii, cu <a href=\"https:\/\/www.linkedin.com\/in\/florinbranici\/\">Florin Branici<\/a> la marketing, au aplicat regula promotiilor \u2013 asa-zisele taloniade.<\/p>\n<p data-start=\"3269\" data-end=\"3365\">Cand am venit la Gazeta, am aplicat aceeasi reteta.<br data-start=\"3320\" data-end=\"3323\" \/>Taloane razuibile, premii mari \u2013 masini.<\/p>\n<p data-start=\"3367\" data-end=\"3484\">Rezultatul taloniadelor? Vanzarile se dublau in campanie.<br data-start=\"3424\" data-end=\"3427\" \/>Dupa ce se oprea, scadeau drastic\u2026 dar ramanea un plus.<\/p>\n<p data-start=\"3486\" data-end=\"3596\">In marketing, asta se numeste <strong data-start=\"3516\" data-end=\"3536\">incremental lift<\/strong> \u2013 cresterea care ramane si dupa ce campania s-a terminat.<\/p>\n<p data-start=\"3598\" data-end=\"3757\">Daca ai incremental lift si in social media, inseamna ca ai brand si poti creste sanatos.<br data-start=\"3687\" data-end=\"3690\" \/>Daca nu\u2026 poate e momentul sa te intorci la samanta brandului tau.<\/p>\n<h2 data-start=\"3759\" data-end=\"3802\"><\/h2>\n<h2 data-start=\"3759\" data-end=\"3802\">Cum sa cultivi un brand pas cu pas<\/h2>\n<ol data-start=\"3803\" data-end=\"3971\">\n<li data-start=\"3803\" data-end=\"3852\">\n<p data-start=\"3806\" data-end=\"3852\">Definesti ADN-ul brandului tau \u2013 aka echipa.<\/p>\n<\/li>\n<li data-start=\"3853\" data-end=\"3937\">\n<p data-start=\"3856\" data-end=\"3937\">Dezvolti identitatea brandului \u2013 stil vizual si stil de comportare, de vorbire.<\/p>\n<\/li>\n<li data-start=\"3938\" data-end=\"3971\">\n<p data-start=\"3941\" data-end=\"3971\">Esti enervant de consecvent.<\/p>\n<\/li>\n<\/ol>\n<p data-start=\"3973\" data-end=\"4224\">Aceleasi mesaje si acelasi stil peste tot: in produs, in oameni (cum vorbesc, cum se comporta, cum se imbraca), in pret (aliniat la audienta), in canale de vanzare (acolo unde e audienta ta), in canalele de comunicare (unde sa fie prezent produsul).<\/p>\n<p data-start=\"4226\" data-end=\"4351\">Repeti acelasi mesaj zi de zi. Pana te saturi.<br data-start=\"4272\" data-end=\"4275\" \/>Cand te saturi si vrei sa schimbi\u2026 mai gandeste-te o zi si reia repetitia.<\/p>\n<p data-start=\"4353\" data-end=\"4476\">Scopul nu e sa fii \u201caltfel\u201d de dragul de a iesi in evidenta.<br data-start=\"4413\" data-end=\"4416\" \/>Si nici sa schimbi de la o zi la alta doar pentru atentie.<\/p>\n<p data-start=\"4478\" data-end=\"4584\">Scopul e sa fii altfel si acel \u201caltfel\u201d sa conteze pentru public.<br data-start=\"4543\" data-end=\"4546\" \/>Sa fie relevant pentru publicul tau.<\/p>\n<p data-start=\"4586\" data-end=\"4700\">Gaseste acea esenta care iti apartine (inclusiv in operationalul businessului tau) si pune-o pe masa, la vedere.<\/p>\n<h2 data-start=\"4702\" data-end=\"4759\"><\/h2>\n<h2 data-start=\"4702\" data-end=\"4759\">Daca vrei sa cresti un brand, trebuie sa fii clar tu cu tine.<\/h2>\n<p data-start=\"4877\" data-end=\"4984\">Cine esti. Pentru cine joci. Cum te imbraci. Cum vorbesti.<\/p>\n<p data-start=\"4877\" data-end=\"4984\">Abia atunci orice comunicare in social media are radacini sanatoase.<br data-start=\"4945\" data-end=\"4948\" \/>Orice SEO. Orice campanie platita.<\/p>\n<p data-start=\"4986\" data-end=\"5076\">Altfel\u2026 e risipa.<br data-start=\"5003\" data-end=\"5006\" \/>Arunci bani pe fereastra.<br data-start=\"5031\" data-end=\"5034\" \/>Faci vanzari. Dar nu construiesti brand.<\/p>\n<p data-start=\"5078\" data-end=\"5233\">Si agentiile \/ freelancerii cu care lucrezi au nevoie de claritate.<br data-start=\"5145\" data-end=\"5148\" \/>Toti sunt creativi in felul lor. Dar nu pot da ce au mai bun fara o directie clara.<\/p>\n<p data-start=\"5235\" data-end=\"5361\">Daca nu stiu care e samanta ta, nu stiu unde sa o duca.<br data-start=\"5290\" data-end=\"5293\" \/>Si daca tu nu dai claritate, nici agentiile nu pot fi consecvente.<\/p>\n<p data-start=\"5363\" data-end=\"5460\">Bugetul se risipeste. Mesajul se dilueaza.<br data-start=\"5405\" data-end=\"5408\" \/>Ce e diluat se memoreaza greu. Si pe termen scurt.<\/p>\n<hr data-start=\"5462\" data-end=\"5465\" \/>\n<p data-start=\"5467\" data-end=\"5510\"><strong data-start=\"5467\" data-end=\"5508\">La final, doua intrebari pentru tine:<\/strong><\/p>\n<ol data-start=\"5511\" data-end=\"5589\">\n<li data-start=\"5511\" data-end=\"5546\">\n<p data-start=\"5514\" data-end=\"5546\">Ce e in samanta brandului tau?<\/p>\n<\/li>\n<li data-start=\"5547\" data-end=\"5589\">\n<p data-start=\"5550\" data-end=\"5589\">Care e procentul de incremental lift cand se incheie campania?<\/p>\n<\/li>\n<\/ol>\n<p data-start=\"5591\" data-end=\"5752\"><strong data-start=\"5591\" data-end=\"5598\">PS:<\/strong> Ma gandesc la un workshop de definire de brand \/ rebranding chiar&#8230; care sa acopere toate aceste aspecte. Pentru tine ar fi mai potrivit \u2013 1 zi? 2 zile? Sau 3? Pentur mine, e clar, 3 zile ca sa avem timp de toate&#8230; Dar mingea e la tine.<\/p>\n<p data-start=\"4256\" data-end=\"4447\">\n","protected":false},"excerpt":{"rendered":"<p>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. [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/rebranding-en\/de-ce-nu-creste-brandul-desi-bagi-bani-in-marketing\/\">Read More&#8230;<span class=\"screen-reader-text\"> from De ce nu creste brandul, desi bagi bani in marketing<\/span><\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78,94],"tags":[],"class_list":["post-12921","post","type-post","status-publish","format-standard","hentry","category-branding-en","category-rebranding-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>De ce nu creste brandul, desi bagi bani in marketing<\/title>\n<meta name=\"description\" content=\"Rebranding-ul incepe cu definirea samintei brandului. 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