{"id":14767,"date":"2026-05-14T09:02:41","date_gmt":"2026-05-14T06:02:41","guid":{"rendered":"https:\/\/inoveo.ro\/?p=14767"},"modified":"2026-05-14T09:11:20","modified_gmt":"2026-05-14T06:11:20","slug":"copacul-vietii","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/brand-dna-workshop\/copacul-vietii\/","title":{"rendered":"Copacul vie\u021bii"},"content":{"rendered":"

Cum o adolescent\u0103 din C\u0103l\u0103ra\u0219i a refuzat \u00een secret Academia de Poli\u021bie, a demontat tot ce mi\u0219ca \u00een curtea bunicului, a ales Automatica, a scris cod \u0219i a ajuns s\u0103 m\u0103 conving\u0103, dou\u0103zeci de ani mai t\u00e2rziu, c\u0103 un brand poate fi o form\u0103 de iubire.<\/strong><\/h4>\n

Un portret narativ scris de Dochi\u021ba Zenoveiov, brand strategist \u0219i fondator INOVEO, dup\u0103 conversa\u021bia cu Cristina Rusen, director de marketing Gursk, \u00een cadrul Brand Talks 2.0<\/em><\/p>\n

Bucataria de vara\u00a0<\/strong><\/h2>\n

\u00centr-o buc\u0103t\u0103rie de var\u0103 din C\u0103l\u0103ra\u0219i, o feti\u021b\u0103 de cinci ani st\u0103 pe genunchiul bunicului ei. Bunica are m\u00e2na pus\u0103 pe um\u0103rul ei. Pe perete, un calendar ortodox. \u00cen col\u021bul camerei, un covor \u021besut, din acelea cu motive geometrice deja disp\u0103rute din casele noi. Bunicul poveste\u0219te ceva, ce copila o s\u0103 piard\u0103 din memorie cu timpul, \u0219i se vede pe fa\u021ba ei c\u0103 \u00eel ascult\u0103 cu acea concentrare total\u0103 pe care o ai doar la cinci ani, \u00eenainte ca lumea s\u0103 te \u00eenve\u021be s\u0103 te prefaci atent.<\/p>\n

Cineva face o fotografie.<\/p>\n

Ani buni mai t\u00e2rziu, Cristina Rusen, director de marketing la una dintre cele mai reputate companii distribuitoare de solu\u021bii medicale stomatologice din Rom\u00e2nia, va trece printr-un album foto cu o sear\u0103 \u00eenainte s\u0103 vin\u0103 la mine la o conversatie. Va r\u0103sfoi sute de imagini \u0219i se va opri exact la asta. O va lua, o va pune \u00eentr-o map\u0103, o va aduce la filmare.<\/p>\n

\u201eE ancora mea”, \u00eemi spune ea, c\u00e2nd o rog s\u0103-mi povesteasc\u0103 despre fotografie.<\/p>\n

\u0218i \u00ee\u0219i duce m\u00e2na la g\u00e2t, unde poart\u0103, zilnic, un copac al vie\u021bii pe l\u0103n\u021bi\u0219or sub\u021bire<\/p>\n

Doua vieti paralele<\/strong><\/h2>\n

Exist\u0103 fotografii care explic\u0103 un om dintr-o singur\u0103 privire. Asta e una dintre ele. Bunica bl\u00e2nd\u0103, m\u00e2na care protejeaz\u0103. Bunicul dinamic, comunicativ, expresiv, omul care face spectacol. Cristina e \u00eentre ei doi. \u0218i ce mi-a spus ea, c\u00e2nd am \u00eentrebat-o ce a p\u0103strat din scena aceea, e c\u0103 retr\u0103ie\u0219te clipa si sentimentele de atunci. Empatia \u0219i bun\u0103tatea bunicii. Impulsivitatea bunicului.<\/p>\n

\u201eSe reg\u0103sesc \u00een fiecare moment al zilei \u00een personalitatea mea”, \u00eemi m\u0103rturise\u0219te.<\/p>\n

C\u0103l\u0103ra\u0219iul anilor \u201990 era un ora\u0219 mic \u00een sudul \u021b\u0103rii, l\u00e2ng\u0103 Dun\u0103re, cu str\u0103zi pr\u0103fuite \u0219i case joase. Cristina a crescut acolo. Bunicii ei au fost \u0219i p\u0103rin\u021bii ei. Mama ei voia altceva pentru ea, ceva mai mult, dar persoanele care \u00eei modelau zilele erau bunicii din C\u0103l\u0103ra\u0219i.<\/p>\n

Bunicul avea un atelier \u00een spatele buc\u0103t\u0103riei de var\u0103.<\/p>\n

\u201eAvea alt\u0103 meserie, separat\u0103 de t\u00e2mpl\u0103rie”, precizeaz\u0103 Cristina, ca s\u0103 fie clar. \u201eEra o pl\u0103cere a lui s\u0103 fac\u0103 ceva \u00een fiecare zi. Me\u0219ter.”<\/p>\n

\u0218i pentru c\u0103 bunicul me\u0219terea, Cristina demonta. Tot. Fiecare obiect din curtea bunicilor a fost atins, desf\u0103cut, stricat sau pus la loc de m\u00e2inile ei mici. \u201eGreu de g\u0103sit un obiect din curtea aceea r\u0103mas neatins de m\u00e2inile mele”, zice ea \u0219i r\u00e2de. \u201eCuriozitatea.”<\/p>\n

Cuv\u00e2ntul \u0103sta, curiozitate<\/em>, l-am auzit de \u0219apte ori \u00een conversa\u021bia noastr\u0103 de dou\u0103 ore. E firul ro\u0219u al \u00eentregii vie\u021bi a Cristinei. Mai t\u00e2rziu, c\u00e2nd va lucra \u00een programare, curiozitatea o va scoate de acolo. Mai t\u00e2rziu, c\u00e2nd va intra \u00een marketing, curiozitatea o va men\u021bine acolo. \u0218i mai t\u00e2rziu, c\u00e2nd va propune unei companii \u00eentregi un rebranding, curiozitatea va fi argumentul care \u00eel va convinge pe fondator.<\/p>\n

Dar p\u00e2n\u0103 atunci mai sunt aproape dou\u0103zeci de ani.<\/p>\n

Admitere<\/strong><\/h2>\n

Mama Cristinei avea un vis foarte clar pentru fiica ei: uniform\u0103.<\/p>\n

Academia de Poli\u021bie. Structur\u0103, ordine, statut, un drum trasat de la admitere p\u00e2n\u0103 la pensie. Cristina trecuse de probe. Fusese acceptat\u0103.<\/p>\n

\u00cen aceea\u0219i perioad\u0103, f\u0103r\u0103 s\u0103 spun\u0103 nim\u0103nui, f\u0103r\u0103 s\u0103 sufle un cuv\u00e2nt mamei, prietenilor, bunicilor, aplicase la Automatic\u0103 \u0219i Calculatoare. Intrase \u0219i acolo.<\/p>\n

A f\u0103cut alegerea singur\u0103. \u0218i-a luat lucrurile, \u0219i-a luat loc la c\u0103min la Politehnic\u0103, \u0219i-a \u00eenceput via\u021ba \u00een Bucure\u0219ti. Mama ei a aflat dou\u0103 luni mai t\u00e2rziu.<\/p>\n

\u201eIni\u021bial a fost un \u0219oc”, \u00eemi spune Cristina, calm, cu vocea unui om care a repetat fraza asta de multe ori \u0219i a \u00eenv\u0103\u021bat s\u0103 o rosteasc\u0103 f\u0103r\u0103 emo\u021bie. \u201eApoi am vorbit cu ea. I-am spus de ce. M-a sus\u021binut.”<\/p>\n

Cuvintele sun\u0103 simple, dar fiecare cuv\u00e2nt din propozi\u021bia aia ascunde o complexitate. La nou\u0103sprezece ani, Cristina Rusen a luat o decizie pe care mul\u021bi oameni de patruzeci de ani \u00eenc\u0103 o am\u00e2n\u0103: s\u0103-\u0219i aleag\u0103 via\u021ba \u00eempotriva a\u0219tept\u0103rilor cuiva pe care \u00eel iube\u0219te. \u0218i a f\u0103cut-o discret, f\u0103r\u0103 scandal, doar mut\u00e2ndu-se efectiv \u00een direc\u021bia pe care o voia.<\/p>\n

E o scen\u0103 pe care n-o reg\u0103se\u0219ti scris\u0103 nic\u0103ieri \u00een CV-ul ei. Dar dac\u0103 vrei s\u0103 \u00een\u021belegi de ce, dou\u0103zeci de ani mai t\u00e2rziu, aceast\u0103 tanara a putut s\u0103-i spun\u0103 unui antreprenor \u201eavem nevoie s\u0103 ne schimb\u0103m identitatea de brand”<\/em> f\u0103r\u0103 s\u0103 tremure, atunci e bine s\u0103-\u021bi aminte\u0219ti c\u0103 ea \u00ee\u0219i antrenase singur\u0103 mu\u0219chiul \u0103sta. La nou\u0103sprezece ani. Cu mama ei.<\/p>\n

Ecrane negre<\/strong><\/h2>\n

Politehnic\u0103, Automatic\u0103 \u0219i Calculatoare, apoi primul ei job: programare. Mai precis, baze de date \u0219i securitate. Vulnerabilit\u0103\u021bi, servere, ecrane negre cu litere albe.<\/p>\n

Cristina lucra acolo de ceva timp c\u00e2nd a \u00eenceput s\u0103 se \u00eent\u00e2mple ceva ciudat. S\u00e2mb\u0103t\u0103 seara, c\u00e2nd prietenii ei \u00ee\u0219i planificau cadourile pentru o aniversare, ea \u00ee\u0219i planifica s\u0103 le scrie ceva. Manual. De m\u00e2n\u0103. Texte g\u00e2ndite, frumos formulate. Cuvinte personalizate. Le punea \u00een cutii decorate, le \u00eempacheta cu grij\u0103.<\/p>\n

\u201eToat\u0103 lumea era super \u00eenc\u00e2ntat\u0103”, z\u00e2mbe\u0219te. \u201e\u00cenc\u0103 am acas\u0103 o cutie plin\u0103 cu toate aceste momente, cu toate cuvintele formulate.”<\/p>\n

Ar fi trebuit s\u0103-i cer cutia \u00eenainte de BrandTalks. I-am spus asta atunci, \u00een glum\u0103, dar am vorbit serios: cutia aceea era un nestemat narativ pe care l-am ratat.<\/p>\n

Exist\u0103 un moment, \u00een via\u021ba fiec\u0103rui om care \u00ee\u0219i schimb\u0103 cariera la treizeci de ani, c\u00e2nd realizezi c\u0103 ceea ce faci de pl\u0103cere \u0219i ceea ce faci pentru salariu sunt dou\u0103 lucruri diferite. La Cristina, momentul \u0103la a venit \u00eentr-o zi obi\u0219nuit\u0103, la birou, \u00een fa\u021ba unui ecran negru. \u201eF\u0103ceam ceva care, na, mergea. Era ok. Dar lipsit de provocare.”<\/p>\n

\u0218i-a dat trei luni. Trei luni s\u0103 testeze marketingul. Un experiment. Dac\u0103 \u00eei pl\u0103cea, schimba. \u00cen caz contrar, se \u00eentorcea la cod.<\/p>\n

Au trecut ani buni de atunci. \u0218i a r\u0103mas \u00een marketing.<\/p>\n

Sticla turnata manual<\/strong><\/h2>\n

Primul job al Cristinei \u00een marketing, anul 2007, a fost \u00eentr-o companie din Bucure\u0219ti care fabrica obiecte handmade din sticl\u0103. Vaze, pahare, decora\u021biuni, toate turnate la atelier, una c\u00e2te una, de me\u0219teri care lucrau cu m\u00e2inile arse de la foc.<\/p>\n

\u201eM\u0103 duceam \u00een ateliere \u0219i m\u0103 uitam”, \u00eemi spune ea. \u201eCum se f\u0103cea fiecare obiect.”<\/p>\n

E o imagine important\u0103, pe care vreau s-o \u021bine\u021bi minte. O fat\u0103 de dou\u0103zeci \u0219i ceva de ani, cu diplom\u0103 de Automatic\u0103 \u0219i Calculatoare, care \u00een loc s\u0103 stea la birou se duce \u00een atelier ca s\u0103 se uite cum un me\u0219ter sufl\u0103 sticl\u0103. Vechea curiozitate, aceea\u0219i din curtea bunicilor din C\u0103l\u0103ra\u0219i, doar mai mare, mai canalizat\u0103. Cristina \u00eencepea s\u0103-\u0219i dea seama c\u0103 poate tr\u0103i din asta.<\/p>\n

F\u0103cea de toate. Social media, comunicare despre produse, website. \u201eCam \u00een 2007. F\u0103ceam \u0219i programare, \u0219tiam cum s\u0103 le fac site-ul s\u0103 fie func\u021bional.”<\/p>\n

Ea \u00eei spune intersec\u021bie.<\/p>\n

\u201eAm g\u0103sit o intersec\u021bie \u00eentre ceea ce eram eu ca background tehnic \u0219i creativitatea pe care mi-am reg\u0103sit-o pe parcurs.”<\/p>\n

Asta e a doua observa\u021bie care mi s-a \u00eentip\u0103rit din conversa\u021bia noastr\u0103: oamenii care fac switch-uri de carier\u0103 cu adev\u0103rat reu\u0219ite rareori abandoneaz\u0103 ce \u0219tiau \u00eenainte. Le combin\u0103. Cristina a intrat \u00een marketing cu programarea \u00een buzunar \u0219i a f\u0103cut din ea avantaj competitiv.<\/p>\n

Telefonul\u00a0<\/strong><\/h2>\n

Cum a ajuns la Gursk? Printr-un telefon.<\/p>\n

Un prieten, vechi prieten, care lucrase \u00een industria stomatologic\u0103, \u00eei povestea de fiecare dat\u0103 c\u00e2nd se vedeau despre oameni, despre cabinete, despre acel univers paralel pe care medicii \u00eel construiesc \u00een jurul pacien\u021bilor lor. Cristina \u00eel asculta. Curiozitatea lucra deja \u00een ea.<\/p>\n

C\u00e2nd a ap\u0103rut anun\u021bul de angajare la Gursk Medica, prima persoan\u0103 pe care a sunat-o a fost el. \u201eCum e compania? Merit\u0103 s\u0103 aplic? Te-ai mai \u00eentoarce acolo?”<\/em><\/p>\n

\u201eDu-te c\u0103 o s\u0103-\u021bi plac\u0103”, i-a r\u0103spuns el.<\/p>\n

A aplicat.<\/p>\n

La interviu, \u00eenainte s\u0103 cunoasc\u0103 oamenii, a intrat pe u\u0219\u0103 \u0219i a v\u0103zut lumina. Plantele. Culorile. \u201eEra viu acolo. Prietenos.”<\/p>\n

Apoi l-a \u00eent\u00e2lnit pe Arhip PoGurskki, fondatorul.<\/p>\n

Arhip<\/b><\/h2>\n

Exist\u0103 antreprenori care \u00ee\u0219i construiesc companiile ca pe ni\u0219te armate. Exist\u0103 antreprenori care le construiesc ca pe ni\u0219te proiecte de design. Arhip PoGurskki, dup\u0103 descrierea Cristinei, le construie\u0219te ca pe ni\u0219te familii. Asta am sim\u021bit \u0219i eu c\u00e2nd i-am cunoscut, mai t\u00e2rziu, \u00een proiectul nostru de rebranding.<\/p>\n

\u201eMi-am dat seama din primele momente modul \u00een care creeaz\u0103 el acest business”, spune Cristina. \u201eModul \u00een care rela\u021bioneaz\u0103 cu oamenii, at\u00e2t cu cei din interiorul companiei, c\u00e2t \u0219i cu cei din exterior.”<\/p>\n

\u0218i apoi adaug\u0103 o fraz\u0103 pe care un director de marketing rom\u00e2n o roste\u0219te rar despre \u0219eful s\u0103u, pentru c\u0103 risc\u0103 s\u0103 sune fals:<\/p>\n

\u201eA fost dragoste la prima vedere.”<\/p>\n

Doar c\u0103, \u00een cazul ei, sun\u0103 adev\u0103rat. Pentru c\u0103, la trei ani \u0219i jum\u0103tate distan\u021b\u0103 de momentul \u0103la, c\u00e2nd o \u00eentrebi ce o \u021bine acolo, \u00ee\u021bi spune exact acelea\u0219i lucruri pe care le sim\u021bise \u00een primele zece minute pe u\u0219\u0103. Valori. R\u0103d\u0103cini. Felul \u00een care fondatorul transmite ceva mai departe spre fiecare membru al echipei.<\/p>\n

\u00cen compania asta exist\u0103 o tabl\u0103. O tabl\u0103 \u00eentr-o buc\u0103t\u0103rie, la birou, plin\u0103 de desene \u0219i mesaje care doar se adaug\u0103, niciodat\u0103 \u0219terse. Fiecare om care intr\u0103 \u00een Gurskk \u00ee\u0219i las\u0103 o urm\u0103 pe acea tabl\u0103. Cristina o arat\u0103 tuturor colegilor noi. \u201eA fost unul din motivele pentru care unii dintre ei ne-au ales.”<\/p>\n

E un detaliu mic, dar dac\u0103 vrei s\u0103 \u00een\u021belegi ce \u00eenseamn\u0103 \u201ecultura de companie\u201d, \u00eencepe cu o tabl\u0103 \u00eentr-o buc\u0103t\u0103rie pe care nimeni n-o \u0219terge.<\/p>\n

Mailul din 15 mai 2024<\/strong><\/h2>\n

Pe 15 mai 2024, ora… s\u0103 zicem, undeva dup\u0103-amiaz\u0103, Cristina Rusen scria un mail. \u00cel scria cu grij\u0103. Era primul ei contact cu o agen\u021bie de branding \u0219i voia s\u0103 sune bine.<\/p>\n

Mail-ul a ajuns la mine. \u00cel mai am pe telefon \u0219i acum, l-am recitit \u00eenainte s\u0103 o invit la podcast. Iat\u0103 ce scria:<\/p>\n

\u201eNumele meu este Cristina Rusen, marketing manager Gurskk. \u00cen acest moment ne confrunt\u0103m cu o lips\u0103 de identitate clar\u0103 a brand-ului nostru \u0219i ne dorim s\u0103 ini\u021biem un proiect de creare a unui brand book comprehensiv care s\u0103 reflecte valorile \u0219i viziunea companiei noastre.”<\/em><\/p>\n

Ata\u0219amentele: un company profile. Un brief de brand book. Detalii peste detalii.<\/p>\n

Dac\u0103 te-ai \u00eentrebat vreodat\u0103 cum sun\u0103 un mail care \u00ee\u021bi schimb\u0103 cursul unui business, a\u0219a sun\u0103. Scurt, exact, documentat. F\u0103cut acas\u0103 cu temele scrise pe tabl\u0103. Mi-am dat seama, \u00eenc\u0103 de la prima lectur\u0103, c\u0103 aveam \u00een fa\u021b\u0103 un viitor partener care \u0219tia foarte bine ce s\u0103 cear\u0103. Era un semn c\u0103 aveam s\u0103 lucrez cu cineva care \u00ee\u0219i f\u0103cuse temele.<\/p>\n

\u00cenainte de mail, \u00eens\u0103, fusese o munc\u0103 invizibil\u0103. Doi ani \u0219i ceva de c\u00e2nd Cristina era la Gurskk. Doi ani \u0219i ceva \u00een care \u00ee\u0219i f\u0103cuse temele despre industrie, despre parteneri, despre clien\u021bi, despre furnizori. \u201eA fost o perioad\u0103 de cunoa\u0219tere, un domeniu necunoscut pentru mine. Tr\u0103iam un teritoriu nou.”<\/em><\/p>\n

Apoi a venit clipa. Cristina o descrie ca pe o realizare brusc\u0103, dar e clar c\u0103 se maturizase \u00een ea de luni \u00eentregi: \u201eMi-am dat seama c\u0103 este nevoie de rebranding c\u00e2nd mi-am dat seama c\u0103 compania este la un alt nivel.”<\/em><\/p>\n

A preg\u0103tit o prezentare. \u201eEu sunt omul care \u00eemi fac foarte bine temele \u0219i \u00eentotdeauna este sus\u021binut de c\u0103tre o prezentare.” S-a dus la Arhip \u0219i la Dana, so\u021bia lui Arhip \u0219i co-fondatoare. A prezentat.<\/p>\n

\u201eDin fericire sunt un om de marketing care este ascultat”, spune Cristina, cu un z\u00e2mbet u\u0219or. \u201eN-a fost nevoie de prea mult\u0103 convingere. A fost un click imediat.”<\/p>\n

Cuv\u00e2ntul \u201eclick”<\/em> e important aici. Pentru c\u0103 dac\u0103 te ui\u021bi cu aten\u021bie, vei vedea c\u0103 \u00een via\u021ba profesional\u0103 a Cristinei totul s-a \u00eent\u00e2mplat prin click-uri. Clickul de a renun\u021ba la cod. Clickul de a aplica la Gurskk. Clickul de a propune rebrandingul. Femeia asta lucreaz\u0103 intuitiv pe deasupra unui strat foarte gros de documentare. O combina\u021bie rar\u0103, despre care eu, \u00een mai bine de dou\u0103zeci de ani de strategie de brand, am \u00eent\u00e2lnit-o de pu\u021bine ori. Dar in ultima perioada din ce in ce mai mult.<\/p>\n

2 zile de workshop<\/b><\/h2>\n

Cele dou\u0103 zile de workshop au fost momentul \u00een care echipa Gursk Medica \u0219i echipa noastr\u0103, INOVEO, s-au cunoscut cu adev\u0103rat.<\/p>\n

\u00cen prima zi, dezbateri. Tensiuni. Echipe formate ad-hoc care \u021bineau de cartona\u0219ele lor cu o competitivitate de oameni de v\u00e2nz\u0103ri. \u201eV-a\u021bi sudat \u00een mici echipe \u0219i a\u021bi fost foarte acerbi”, i-am spus Cristinei mai t\u00e2rziu. \u201eP\u00e2n\u0103 a\u021bi \u00een\u021beles c\u0103 de fapt e vorba de viitorul Gurskk \u0219i c\u0103 to\u021bi trebuie s\u0103 trage\u021bi \u00een aceea\u0219i direc\u021bie.”<\/p>\n

Cristina confirm\u0103: \u201eSuntem foarte competitivi.”<\/p>\n

Exerci\u021biul cu animale, animalul prezent, animalul viitor. Exerci\u021biul cu arhitecturi. Cu culori. Cu forme. Fiecare echip\u0103 justific\u00e2ndu-\u0219i alegerile.<\/p>\n

Dar momentul a venit \u00een a doua zi, spre final. Un exerci\u021biu pe care l-am improvizat pe loc, c\u00e2nd am sim\u021bit energia din sal\u0103: timeline-ul cu momente definitorii. Fiecare om din companie a fost rugat s\u0103-\u0219i pun\u0103 pe o linie temporal\u0103 cele mai importante momente tr\u0103ite acolo. Mici scene. Recuno\u0219tin\u021be. Lucruri \u021binute p\u00e2n\u0103 atunci doar pentru sine.<\/p>\n

Oamenii au \u00eenceput s\u0103 pl\u00e2ng\u0103. Au pl\u00e2ns pe bune. \u0218i \u0219i-au mul\u021bumit unul altuia.<\/p>\n

Ce a ie\u0219it la suprafa\u021b\u0103 au fost pove\u0219ti despre cum Arhip \u00eei sprijinise pe membrii echipei \u00een momente de dificultate personal\u0103, lucruri r\u0103mase t\u0103inuite p\u00e2n\u0103 \u00een ziua aceea. Sus\u021bineri t\u0103cute. Gesturi mici, repetate, nea\u0219teptate.<\/p>\n

\u201eA fost o reconfirmare a fiec\u0103rui membru din cadrul echipei c\u0103 suntem mai mult dec\u00e2t o echip\u0103, suntem oameni care tr\u0103im valori comune”, spune Cristina.<\/p>\n

\u00cen acel moment, am realizat profunzimea unui cuv\u00e2nt: familie<\/em>.<\/p>\n

C\u0103r\u021bile de business obi\u0219nuiesc s\u0103 spun\u0103 c\u0103 asta e un termen periculos pentru o companie. \u201eEchip\u0103” ar fi mai s\u0103n\u0103tos, mai profesional, mai delimitat. Le-am adus echipei Gursk perspectiva asta, le-am ar\u0103tat \u0219i ce spun c\u0103r\u021bile de business despre familie sau echip\u0103 (No rules rules).<\/p>\n

Nimic. \u00ce\u0219i p\u0103streaz\u0103 convingerea. Au r\u0103mas familie.<\/p>\n

\u201ePentru c\u0103 emo\u021bia la voi este mult mai puternic\u0103”, le-am spus.<\/p>\n

Alex, Mari si campul de maci\u00a0<\/b><\/h2>\n

\u00cen prima fotografie pe care a adus-o Cristina la interviu, era ea la cinci ani, \u00een buc\u0103t\u0103ria de var\u0103 din C\u0103l\u0103ra\u0219i.<\/p>\n

\u00cen a doua, sunt trei oameni pe un c\u00e2mp de maci.<\/p>\n

E \u00een drum spre Poiana Bra\u0219ov, undeva la finalul lui mai sau \u00eenceput de iunie. Echipa de marketing Gursk Medica se duce la Implanto Days, cel mai mare eveniment stomatologic pe care compania \u00eel organizeaz\u0103 anual. Sunt tensiona\u021bi. Au de munc\u0103. Dar \u00eenainte de a ajunge, opresc ma\u0219ina. Un c\u00e2mp ro\u0219u, plin de maci, sub un cer prea albastru ca s\u0103 fie real.<\/p>\n

Pe c\u00e2mpul \u0103la, Cristina, Alex \u0219i Mari fac o fotografie.<\/p>\n

\u201eSunt cei doi designeri care au preluat tot acest manual de branding”, spune ea c\u00e2nd o pune pe mas\u0103.<\/p>\n

Alex \u0219i Mari sunt oamenii cu care Cristina a tr\u0103it, dup\u0103 propria expresie, majoritatea momentelor<\/em>. Cei care o cunosc cel mai bine. Cei care au v\u0103zut-o \u00een toate unghiurile ei, pe cele pe care le voia ar\u0103tate \u0219i pe cele pe care le-ar fi vrut ascunse.<\/p>\n

C\u00e2nd a sosit brand bookul de la INOVEO, primul lucru pe care Alex \u0219i Mari au trebuit s\u0103-l fac\u0103 a fost s\u0103-l aplice. Adic\u0103 s\u0103 se uite la propriile lor reflexe de design \u0219i s\u0103 le rescrie. \u201eA fost o provocare. Adaptau materialele a\u0219a cum stabilisem c\u0103 ne dorim s\u0103 ar\u0103t\u0103m. A \u021binut un pic, perioada de adaptare, n-a fost u\u0219or pentru ei.”<\/em><\/p>\n

A fost u\u0219or sau greu sa lucrezi cu un manual? Mi-au sugerat s\u0103 mai discut\u0103m, poate ar fi mai bine s\u0103 ajusteze ceva din manual. Cristina i-a oprit. Politicos, ferm, scurt.<\/p>\n

\u201eHai s\u0103 \u00eencerc\u0103m s\u0103 facem pas cu pas exact a\u0219a cum este \u00een manual. \u0218i vedem pe parcurs.” Ast\u0103zi a depasit zona rigorii de atunci. \u201e\u00centre timp am devenit mai flexibil\u0103”, z\u00e2mbe\u0219te. \u201eDar la \u00eenceput a contat s\u0103 facem lucrurile fix a\u0219a cum spunea manualul.”<\/p>\n

Disciplina care a salvat brandul. Aceea\u0219i disciplin\u0103 pe care fata de cinci ani o \u00eenv\u0103\u021base \u00een atelierul bunicului, anume c\u0103 lucrurile se demonteaz\u0103 \u0219i se pun la loc cu metod\u0103.<\/p>\n

Mos Nicolae<\/strong><\/h2>\n

Pe la \u00eenceputul lui decembrie 2024, am dus \u00een sediul Gursk Medica un obiect fizic. Un manual de brand. Tip\u0103rit, gros, copertat. \u00cel construisem timp de luni \u00eentregi. Voiam s\u0103 i-l \u00eenm\u00e2nez Cristinei chiar eu, \u00een fa\u021ba echipei. Ca un trofeu.<\/p>\n

Cristina se a\u0219tepta la o livrare digital\u0103. \u0218tia c\u0103 vine, era prev\u0103zut \u00een contract, dar \u0219i-l imaginase \u00een PDF. Slide-uri. Foldere pe Google Drive, a\u0219a cum lucreaz\u0103 ea.<\/p>\n

\u0218i totu\u0219i, c\u00e2nd i l-am \u00eentins, ceva s-a \u00eent\u00e2mplat. Vocea Cristinei a primit inflexiuni nemaiauzite de mine pana atunci. Cuvintele i-au \u00eenghe\u021bat \u00een g\u00e2t.<\/em> A r\u0103mas cu manualul \u00een m\u00e2ini \u0219i a t\u0103cut.<\/p>\n

\u201eA fost cel mai frumos cadou al meu pe care l-am primit vreodat\u0103”, \u00eemi va spune ea, peste un an, la podcast.<\/p>\n

A urmat speech-ul lui Arhip. \u0218i el era emo\u021bionat. Spunea ceva despre c\u00e2t muncise compania pentru acel moment. Despre cum manualul reprezenta mai mult dec\u00e2t identitatea de brand, era o oglind\u0103 a oamenilor care construiser\u0103 Gursk.<\/p>\n

Cristina \u00eel asculta \u0219i o margica i se prelingea pe obraz.<\/p>\n

\u201eA fost \u0219i o con\u0219tientizare”, explic\u0103 ea. \u201eA lucrurilor ce vor lua na\u0219tere vizual deja. Momentul \u0103la a fost \u0219i finalul proiectului, dar \u0219i \u00eenceputul. \u00cenceputul a ceea ce urmeaz\u0103 s\u0103 se vad\u0103.”<\/p>\n

Aceasta e a treia observa\u021bie pe care vreau s\u0103 v-o las din povestea Cristinei: cele mai mari momente din via\u021ba profesional\u0103 a unui om de marketing arat\u0103 \u00een general absolut neimpresionant din exterior. Cineva prime\u0219te un manual. Pl\u00e2nge. \u0218i gata.<\/p>\n

Dar acolo, \u00een clipa aia, se schimb\u0103 felul \u00een care o companie \u00eentreag\u0103 va comunica cu lumea timp de cinci, zece, dou\u0103zeci de ani.<\/p>\n

Iasi<\/b><\/h2>\n

Cu o s\u0103pt\u0103m\u00e2n\u0103 \u00eenainte de a se a\u0219eza \u00een fa\u021ba mea la podcast, Cristina era la Ia\u0219i. Expozi\u021bie medical\u0103. Sute de standuri, sute de branduri, sute de oameni \u00eembr\u0103ca\u021bi la patru ace care \u00ee\u0219i prezentau produsele.<\/p>\n

Un partener al Gursk Medica, un medic, ulterior va afla c\u0103 e implantolog, s-a apropiat de standul lor. Cristina l-a salutat. Au vorbit c\u00e2teva minute despre produse, despre programe, despre nout\u0103\u021bile companiei.<\/p>\n

La un moment dat, omul s-a oprit. S-a uitat la stand. La logo. La culorile alese. La fontul folosit. La materialele de prezentare.<\/p>\n

\u0218i i-a spus:<\/p>\n

\u201eVoi sunte\u021bi singurii care a\u021bi ales cel mai bine culorile, fontul, tot. S\u0103 fi\u021bi umani. Asta v\u0103 reprezint\u0103.”<\/em><\/p>\n

Cristina, \u00een interiorul ei, t\u0103cea. Pentru c\u0103 nimic din ce-i spusese omului \u00een urm\u0103toarele zece minute n-avea leg\u0103tur\u0103 cu valorile brandului. Cu \u201euman”. Cu strategia de pozi\u021bionare. Cu workshopul de dou\u0103 zile. Cu manualul gros primit \u00eenainte de Mo\u0219 Nicolae.<\/p>\n

Omul citise totul singur. Din culori. Din font. Din felul \u00een care era organizat standul.<\/p>\n

\u201e\u0218i dac\u0103 ar fi s\u0103 o iau de la zero, a\u0219 face fix la fel”, \u00eemi spune Cristina la podcast.<\/p>\n

E momentul \u00een care \u00een\u021belegi de ce o \u00eentreag\u0103 echip\u0103 o ascult\u0103. De ce fondatorii i-au spus da<\/em> f\u0103r\u0103 s\u0103 mai \u00eentrebe a doua oar\u0103. De ce, atunci c\u00e2nd am citit prima oar\u0103 mail-ul ei din 15 mai 2024, am \u0219tiut c\u0103 proiectul \u0103sta va merge bine. Cristina Rusen vinde altceva dec\u00e2t marketing. Vinde \u00eencredere ambalat\u0103 \u00een post-it-uri, \u00een Excel-uri colorate pe parteneri, \u00een prezent\u0103ri documentate p\u00e2n\u0103 la ultima virgul\u0103, \u00een mail-uri scrise pe 15 mai 2024 care arat\u0103 exact unde vrea s\u0103 ajung\u0103.<\/p>\n

Vinde copil\u0103ria din C\u0103l\u0103ra\u0219i.<\/p>\n

Vinde curiozitatea feti\u021bei care demonta lucruri ca s\u0103 vad\u0103 cum func\u021bioneaz\u0103.<\/p>\n

Vinde lini\u0219tea unei darzenii care la nou\u0103sprezece ani a f\u0103cut o alegere singur\u0103 \u00eempotriva mamei sale \u0219i a \u00eenv\u0103\u021bat c\u0103 alegerile bune se fac informat, dar se duc p\u00e2n\u0103 la cap\u0103t f\u0103r\u0103 s\u0103 tremuri.<\/p>\n

Marturisirea\u00a0<\/b><\/h2>\n

Spre finalul podcastului, am \u00eentrebat-o pe Cristina dac\u0103 exist\u0103 ceva ce a \u021binut pentru ea pe parcursul rebrandingului. Un mic secret de final.<\/p>\n

A ezitat o secund\u0103. Apoi mi-a spus:<\/p>\n

\u201eMi-a fost team\u0103.”<\/p>\n

\u0218i-a atins din nou copacul vie\u021bii de la g\u00e2t. Gestul \u0103la pe care \u00eel face c\u00e2nd are nevoie s\u0103 se \u00eentoarc\u0103 la ceva.<\/p>\n

\u201eMi-a fost team\u0103 cu fiecare pas. Vis-\u00e0-vis de ce o s\u0103 ias\u0103 la final. Pentru c\u0103 trecusem prin asta pentru prima oar\u0103. Foarte mult\u0103 presiune am pus-o pe voi s\u0103 ne ghida\u021bi, s\u0103 ne spune\u021bi ce pa\u0219i trebuie urma\u021bi. \u0218i am avut o doz\u0103 de team\u0103 c\u0103 poate eu n-am s\u0103 fiu preg\u0103tit\u0103 s\u0103 v\u0103 sus\u021bin pe voi.”<\/p>\n

Asta \u00eemi r\u0103m\u00e2ne. Imaginea unei femei care a coordonat un rebranding total, care a convins un antreprenor \u00een zece minute, care a \u021binut echipa \u00eempreun\u0103 prin dou\u0103 zile de workshop emo\u021bional, care a impus disciplina manualului asupra unor designeri experimenta\u021bi, care a primit complimente de la parteneri la Ia\u0219i, \u0219i care, \u00een tot timpul \u0103sta, ducea cu ea o fric\u0103 pe care a refuzat s\u0103 o arate.<\/p>\n

A trecut peste fric\u0103, \u00eemi spune, \u00een momentul \u00een care a v\u0103zut planificarea. Calendarul. Listele. Tabelele cu cine, ce, c\u00e2nd. \u201eOrganizarea. Atunci am zis: E ce trebuie. Hai c\u0103 e bine.”<\/em><\/p>\n

\u0218i aici se \u00eenchide cercul. Pentru c\u0103 dac\u0103 te ui\u021bi cu aten\u021bie, vei vedea o Cristina Rusen care \u00eenvinge frica prin metod\u0103. A\u0219a a refuzat Academia. A\u0219a a trecut din programare \u00een marketing. A\u0219a a convins Gursk s\u0103 fac\u0103 rebranding. A\u0219a a primit manualul. Frica n-o paralizeaz\u0103. Doar o face s\u0103-\u0219i fac\u0103 temele \u0219i mai bine.<\/p>\n

Eu, la r\u00e2ndul meu, am \u00eenv\u0103\u021bat ceva din asta. \u00cen dou\u0103zeci \u0219i cinci de ani de strategie de brand, am \u00eent\u00e2lnit pu\u021bini parteneri care s\u0103 fac\u0103 din fric\u0103 un instrument de lucru. Cristina e unul dintre ei.<\/p>\n

Cod: copacul vietii<\/b><\/h2>\n

Mai exist\u0103 un detaliu, mic, pe care Cristina \u00eel men\u021bioneaz\u0103 aproape \u00een treac\u0103t \u0219i care \u00eemi r\u0103m\u00e2ne. Bunica ei e credincioas\u0103. \u00cen buc\u0103t\u0103ria de var\u0103 din C\u0103l\u0103ra\u0219i, pe perete, era un calendar ortodox. O icoan\u0103 veche. Treizeci de ani mai t\u00e2rziu, buc\u0103t\u0103ria a fost renovat\u0103. Multe lucruri s-au schimbat.<\/p>\n

\u201eDar acel calendar, acea icoan\u0103 veche, este \u00eenc\u0103 acolo.”<\/p>\n

E o fraz\u0103 care \u00ee\u021bi spune totul despre acest om. Cristina Rusen a refuzat Academia de Poli\u021bie. \u0218i-a schimbat cariera. \u0218i-a schimbat ora\u0219ul. A trecut prin trei sau patru companii. A f\u0103cut rebranding. \u0218i-a impus disciplina asupra unei echipe \u00eentregi.<\/p>\n

Dar copacul vie\u021bii de la g\u00e2tul ei e acela\u0219i din copil\u0103rie.<\/p>\n

\u0218i calendarul de pe peretele bunicii e tot acolo.<\/p>\n

Pentru c\u0103 oamenii puternici sunt cei care \u00ee\u0219i p\u0103streaz\u0103 r\u0103d\u0103cinile c\u00e2nd se reinventeaz\u0103. Le poart\u0103 cu ei oriunde merg \u0219i le folosesc ca ancor\u0103 atunci c\u00e2nd e nevoie s\u0103 fac\u0103, \u00eenc\u0103 o dat\u0103, ceva total inedit pentru ei.<\/p>\n

Cum ar fi s\u0103 scrii un mail pe 15 mai 2024 c\u0103tre o agen\u021bie de branding pe care abia o cuno\u0219ti.<\/p>\n

Cum ar fi s\u0103 prime\u0219ti \u00een decembrie un manual gros \u0219i s\u0103 pl\u00e2ngi.<\/p>\n

Cum ar fi s\u0103 stai la un stand de expozi\u021bie la Ia\u0219i \u0219i s\u0103 auzi un om str\u0103in spun\u00e2nd exact ceea ce tu, \u00een secret, ai vrut dintotdeauna s\u0103 spui despre compania ta.<\/p>\n

\u201e\u0218i dac\u0103 ar fi s\u0103 o iau de la zero, a\u0219 face fix la fel.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Cum o adolescentă din Călărași a refuzat în secret Academia de Poliție, a demontat tot ce mișca în curtea bunicului, a ales Automatica, a scris cod și a ajuns să mă convingă, douăzeci de ani […]<\/p>\n

Read More… from Copacul vie\u021bii<\/span><\/a><\/p>\n","protected":false},"author":6,"featured_media":14769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":{"inline_featured_image":false,"footnotes":""},"categories":[116],"tags":[],"class_list":["post-14767","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-brand-dna-workshop","post_format-post-format-image"],"yoast_head":"\nBrandTalks cu Cristina Rusen si Dochita Zenoveiov<\/title>\n<meta name=\"description\" content=\"Cunoa\u0219te-o pe Cristina Rusen, director marketing GURSK \u0219i descoper\u0103 cum a realizat rebrandingul brandului \u00een 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/brand-dna-workshop\/copacul-vietii\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BrandTalks directorul marketing \u0219i rebrandingul GURSK\" \/>\n<meta property=\"og:description\" content=\"Cristina Rusen, directorul marketing de la GURSK, un business in distributie de implanturi dentare si solutii stomatologice a transformat brandul \u00een 2025. 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