Branding on the Eastern Front

Branding on the Eastern Front. The Quest of a Brand Consultant in the New Europe Editia internationala (in limba engleza) a cartii Branding pe frontul de Est cuprinde inside stories din culisele luptei pentru reputatie comerciala, personala si nationala – scrise de Aneta Bogdan, cel mai influent nume in brandingul romanesc.
O carte despre reputatie, impotriva curentului, scrisa dupa 20 de ani de practica in marketing, comunicare si branding. Cazuistica locala unica de marketing si branding, privirea din interior asupra mediului corporatist si antreprenorial, tonul informal, curajos si nesabuit de onest – toate fac din aceasta carte o experienta intelectuala si emotionala rarisima in peisajul editorial est-european.
Identitatea si brandingul sunt forme moderne de a adauga valoare lumii – dar nu printr-o masca, ci prin armonizarea competentelor proprii cu interesele comunitatii. Aneta vorbeste in carte despre certitudinile teoretice si practice in constructia de brand, dar si despre semnele de intrebare care ascund viitorul.
Ce este fascinant in efortul pe care buna mea prietena Aneta Bogdan il face de atatia ani este nu numai staruinta de a crea branduri intr-o tara in care brandurile au fost anihilate vreme de cincizeci de ani, ci si faptul ca o face cu asemenea verva, inteligenta si creativitate. Cartea Anetei va ajuta Romania sa contribuie la vitalitatea Europei.
– Wally Olins [Cuvant inainte] Our life would be more lucrative and also more fulfilled and aspirational if we understood that, as the Western brands arrived here before the arrival of the Occident itself, as well the Romanian brands would herald to the West our coming of age. – Aneta Bogdan, Managing Partner Brandient What is fascinating about the work that my very good friend Aneta Bogdan has been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity.
Aneta’s book helps Romanians to contribute to the vitality of Europe. – Wally Olins