Building local retail brands
Romanian Business Digest, September 2007
“Location is Not Enough. Price Neither. Try Branding.” An Opinion Paper by Brandient [full text]
Cristian "Kit" Paul's Interview in Logo Lounge
Logo Lounge, November 2006
Cristian-or Kit-Paul, the 35-year-old founding partner and creative director of Brandient (Romania), leads a firm whose design work transcends language. [full text]
Interview with Aneta Bogdan in "Bilant"
Bilant, March 2006
“Any entrepreneur can make quite an impression on the market provided there is a vision and some resources behind…” Text in Romanian only. [full text]
Interview with Cristian "Kit" Paul
Imagoo, November 2005
“Design only ordinates and facilitates the transmission of a preexisting content …” [full text]
Who's afraid of Vodafone?
Campaign, September 2005
” … the top management of Connex (…) the competition (…) even Vodafone itself.” [full text]
The TVR rebranding challenge
IQads website
I believe in TVR and I can only applaud them. People there must be given as example to the others. They are the proof that things are beginning to change… [full text]
Romanian Brands
Campaign, no. 2, July 2005
“It is late to create Romanian brands now. But later is better than never” [full text]
Connex becomes Vodafone
Campaign, nr. 2, iulie 2005
“I think that the transformation will be gradual but massively supported by communication” … [full text]
Brands and cultural festivals
Ziarul Financiar, July 2005
A brand and a cultural festival can be associated under certain circumstances only … [full text]
Cultural marketing
Cariere, no. 54, 5 may 2005
“Cultural marketing is an important tactic for nation branding…” [full text]
Aneta Bogdan – Signs of values
Cariere, issue 49, February 24th, 2005
«I love marketing. It is rational, intelligent, logical, it requires education and a certain relationship easiness» [full text]
Get the value of your brands
Capital, issue 48, 25 November 2004
“Brand valuation provides a measure accepted by both accountants and marketers…” [full text]
Interview with Aneta Bogdan
Capital Top 300, issue 3, november 2004
A strong brand has an effect on the price of a transaction… [full text]
CAPITAL is a valuable brand
Capital, issue 40, 30 September 2004
“Brandient valued the brand Capital at EUR 5.4 Mio… ” [full text]
On Brand and Value
BIZ, issue 91, 15-30 September 2004
“To those who think brand is only image and advertising, brand valuation is not good news… ” [full text]
Rebranding TVR
Tony Spaeth, www.identityworks.com, 2004
“This more unitary branding will add up to greater public awareness, respect and support for the entity and its management. Mission accomplished.” [full text]
Brandient or value without ostentation
Jurnalul National, May 11, 2004
“The website www.brandient.com … a new declination of the quest for value undertaken by Brandient … ” [full text]
Only 4 Years 'Till 2007
BIZ, issue 74, 15-31 October 2003
“I keep telling to my clients that branding must be treated as a business strategy in order to be successful … ” [full text]
Rebranding Romanian Television
Business Review, issue 30, vol. 6, 11-17 August 2003
“The new strategy is adapted to corporate culture as well as the market positioning of the four channels under the umbrella of the TVR brand … ” [full text]
Vision and Value
Capital, issue 46, 14 November 2002
“A large part of the value generated by certain businesses is derived from its intangible assets, and mainly from brand … ” [full text]
Into Perspective (part II - The Agency)
Capital, issue 41, 10 October 2002
“Creativity is relevant only when it brings leadership, without damaging the brand consistency … ” [full text]
Into Perspective (part I - The Client)
Capital, issue 40, 3 October 2002
“Brand means discipline and, once in a while, an act of courage … ” [full text]
Brand or Trademark?
Capital, issue 38, 19 September 2002
“’Brand’ is a word which covers a distinct concept without equivalent in Romanian … ” [full text]
The Second Half
Capital, issue 36, 5 September 2002
“That half of the advertising budget which ususally get wasted is the half that did not contribute to the brand consolidation … ” [full text]
Pro Logo
Capital, issue 35, 29 August 2002
“The scarce portfolio of Romanian brands is not entirely due to the weakness of the nascent marketing & advertising industry, but also to national identity problems faced by Romanians … ”
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Group Therapy, No Parody
Capital, issue 3, 17 January 2002
“I do not cast the first stone, but try to find the roots of our industry’s undervaluation by ourselves … ” [full text]
