The importance of the brand has increased in recent years in Romania, even if we are talking about a relatively recent history of the private business environment.

In his book Predictably Irrational, Dan Ariely tells about a phenomenon that we see as enlightening in terms of the relationship of Romanian entrepreneurs with their brands and their weight in making a change.

When we say May, we say Cannes. Every year, on the red carpet of the legendary Cannes Film Festival we meet the most admired luxury brands of the moment.

Memorable, easy to individualize among competitors, and pleasant as a sound — these are the main criteria we all know a brand name must meet.

Naming is one of the most difficult parts in a rebranding process for both the company and the brand consultants.

In any organizational rebranding process, a particularly important moment is when we establish the positioning of the new brand

In branding, change is a concept that we operate with quite often, especially when it comes to rebranding and brand rediscovery processes.

People love to go shopping. Shopping means more than the need to fill the pantry with lots of goodies. Some seek novelty and inspiration, others...

Persoanele născute după anul 1980, cunoscute ca millennials, sunt o generație tânără ce a crescut într-o lume în care Internetul a devenit o parte importantă din viața lor.

Imagine that your brand participates in a rally every day, the goal of which is to win the attention of the consumer.

Brand promise is perhaps the most used phrase in branding, used by all brand consultants and ambiguous for most clients.

If a business were a person, its brand would be the personality, and the clothes the style. So how do you stay current in an ever-changing world...

If you are at your first startup, the concept of branding can certainly intimidate you, especially if you have never had the opportunity to go through such a process before.

The brand, however, is the asset that, managed efficiently, appreciates its value over time. Take a moment to reflect on the future of your brand.

Faced with the need to navigate the complexities of today's business reality, brands must embrace a strategic, authentic and innovative approach.

The retail industry is undergoing major transformations in recent years, due to the digitalization and acceleration of e-commerce, changes in purchasing habits and consumer preferences, as well as social, cultural, political and economic phenomena that directly influence it.