Subscribe to RSSDedeman, a Brand Devoted to Your Plans
Bucharest, March 18, 2008
Brandient has finalized the rebranding of Dedeman, a process spanning over 12 months. It covered the redesigning of visual and retail identity as well as repositioning in order to suit the strategy of going national for this regional DIY retailer.
On a developing market, capitalizing on simple values (how many companies still mention hard work in their mission statements?), two courageous, modest and clever entrepreneurs have succeeded in building a business equal to that of international competition, and they are already targeting a national leadership position. During the last years, Dedeman became a trustworthy partner for the ones engaged in building, renovating or decorating, via its very flexible and price-friendly product range, as well as through the dedicated and positive approach of its employees.
Brand clarification became necessary in order to strongly convey the brand pragmatic and functional personality, honesty, dedication, hard work, perseverance, and also its warm, friendly and loyal side. The essence of these features is encompassed in the brand idea “Dedicated and Constructive”, declined through Dedeman’s current slogan: “Dedicated to your plans” (Dedicat planurilor tale, in Romanian).
The dual brand personality, capable of mixing rational, practical and technical elements with relational, warm and friendly vibes, led to the creation of the key visual, “the helmeted dog”, designed by Cristian “Kit” Paul, Brandient’s Creative Director. Brandient Graphic Designer Iancu Barbarasa further developed the key visuals.
During one’s first encounter with Dedeman, the helmeted dog, rather serious and attentive than funny, is probably one of the least expected things. However, you feel like actually looking for him at your next visit and you would be disappointed not to find him. Also, it’s is difficult not to remember him—Cristian “Kit” Paul, Creative Partner, Brandient.
The implementation stage has begun with Piatra Neamt store and will continue throughout 2008 with the refurbishment of the 10 existing locations and those about to be opened soon.
Brandient is the Romanian consultancy on brand strategy, design and value dedicated to creation and development of brands as signs of value™. Brandient offers integrated consulting services in marketing and branding, verbal and visual identity creative services, packaging, brand communication, brand engagement services, etc.
Brandient is reputed to have a unique local specialists team, with remarkable experience in management, marketing, design and communication. Among Brandient’s most prominent projects are the rebranding of CEC Bank, of the retail chain Domo, the pharmaceutical group Europharm, TVR, the National Radio-Communication Society – Radiocom, the retail chain Flanco, the retail chain Dedeman, of the companies Astral, Albalact, Novensys, Smartree, Fabryo, TBI Romania, Ventrust, Ceramica Iasi, etc, and also creating brands as Fulga, Credisson, Estima, Domenia, Fonomat, Tuca si Asociatii, Qualians, Zuzu, Qfort, etc.
Brandient has also developed for BusinessWeek the first ranking of The Most 50 Valuable Romanian Brands and is the most awarded East-European brand consultancy of the last 3 years.
More information on www.brandient.com or tel. +40 212 308 173, email: .
