Articles & Opinions · Bucharest, May 14, 2012

Aneta Bogdan and Cristian Kit Paul teaching branding and design for institutions

Institutional Branding course (pro bono)

Aneta Bogdan has delivered pro bono on May 4th and 5th, 2012 a two-day course in Institutional Branding at the "Communication School"("Scoala de Comunicare") in Bucharest—a non-governmental project aimed at strengthening the communication skills of public servants and management cadre of state-owned enterprises.

Starting from the differences in the quality of communication between the private and the public sector, the School set up to raise the level of competencies in the public sector by bringing in the highest ranked professionals in the industry to teach in their respective fields.

At the invitation of SynergEtica Foundation, one of the organizers of the School, Aneta taught the participants about tools and vectors of public branding manifestations, about dos and donts in the marketing and communication practice of the public sector, about the role of reputation and the impact of the public services behaviour in constructing the brand experience within the Romanian nation brand. Cristian Kit Paul, as a guest speaker, presented a design alternative by Brandient to the existing obsolete, unattractive and non-functional Romanian identity cards.

"We in the private sector are often complaining about the difficult communication with the government or the state-owned enterprises. When invited to make a pro bono input to this project, I took it as an opportunity to step down from the critic role and to contribute in a practical way. The main return will be a better interaction between the two sectors, which is essential in a stage of increased state involvement worldwide." Aneta Bogdan, Fellow CIM, Managing Partner Brandient.

Brandient is the award-winning brand strategy and design company with offices in Bucharest and Singapore. Find out more about us and about our our work.


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