BRANDING EVENT IN ROMANIA (2003)
Brand Situation
A rather unusual situation, when one has to brand the branding. That happened in 2003, when Business Media Group and Brandient invited Wally Olins to come to Romania and give keynote speeches two days in Bucharest at a conference about branding, including a first approach on the subject of nation branding. Brandient had to create the identity for the most important event about branding ever held in Romania.
Brandient’s Approach & Solutions
The event had to appeal mainly to marketing and advertising professionals, entrepreneurs and managers but also to opinion leaders. Positioning the event as a unique opportunity for a super intensive training on branding was supported by its uniqueness, by the presence of the greatest brandologist of our time and by the quality of the other speakers.
Brandient worked to create a name to express simultaneously two messages: brand and Romania. The simplest solution is often the most brilliant, so when our designers put the country symbol (RO in a circle) to resemble the registered trademark symbol, the final name was an easy pick: BrandRO. The logo, showing fire sparks inside the lettering, and the black background articulated the status of the event.
The event success exceeded organizers’ expectations, attracted speakers like HE Mircea Geoană, Minister of Foreign Affairs of Romania (at the time) and other opinion leaders and raised the interest for nation branding.
