Articles & Opinions

Brandient is the award-winning brand strategy and design company with offices in Bucharest and Singapore. With a proven track record in difficult markets, we deliver innovative branding solutions for the emergent entrepreneurs and companies.

2014  
Bucharest, April 16, 2014

Wally Olins: a tribute from the Eastern front

Along with Wally Olins, an era in branding is gone — a golden era, when brands had guts, vision, authenticity and loyal fans. However, he left us with all his learning and the blueprint for the future. It’s not for nothing that his last book is titled “Brand New: The Shape of Brands to Come”.

wally-olins
2013  
Bucharest, September 20, 2013
Bucharest, April 1, 2013

Design off the beaten track

David Airey is a global design entrepreneur and an exponent of the new wave of designers that managed to rise and find new ways of expression with the help of the online tools. In his new book Work for Money, Design for Love, David Airey advocates for entrepreneurship and offers guidance to those tempted by it.

2012  
Bucharest, September 22, 2012

Woody Allen and the Windsor font

Woody Allen's unique (and relentless) typographic style is entirely praiseworthy. His white type on black opening titles rolling on old jazz or classical music became a part of Woody Allen brand, just like his neurotic dialogues and “his black-rimmed glasses” are.

Bucharest, May 14, 2012

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

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.

Bucharest, April 11, 2012

Two years after rebranding, MKB Nextebank was acquired by the global investment fund PineBridge

After restructuring the bank's management, getting rid of non-performing loans and going through a complex rebranding process, Nextebank was sold to PineBridge Investments, an american investment fund, majority owned byAsia/Singapore-based Pacific Century Group.

2011  
Bucharest, December 14, 2011

Let a thousand designs bloom

The choice to open our Asian office in Singapore is backed up by the infrastructure and the social environment that encourages and strengthens a productive ground for the creative industries. It would be hard not to notice how the city-state is shaping fast into the creative hub of the East. This article is a first thank you note for our second home, overseas.

Bucharest, November 22, 2011

Top global branding companies on Facebook and Twitter

While communities play an important part in branding and social media is making its way to media plans and creative strategies, we were curious how do global branding companies themselves fit in the landscape provided by Facebook and Twitter.

London, September 29, 2011

Bitdefender rebranding, as seen from inside

A detailed look at Bitdefender rebranding process, as seen from inside, revealed in premiere at David Airey's Identity Designed.

Bucharest, July 1, 2011

Brand, Royal House, Romania

In the fall of 2003 Wally Olins came to Bucharest to deliver his speech for the first conference dedicated to nation branding. I welcomed him at the airport together with my partners and during the first minutes of our conversation, Wally – who was setting foot for the first time on Romanian land – asked us: “So, what’s new with the Romanian Royal Family?”

Bucharest, May 16, 2011

In brand we trust.
About branding and integrity

If you Google „integritate” (meaning “integrity” in Romanian) you will have the unpleasant surprise to come across pages and pages of authorities and committees that fight against corruption; integrity in Romanian society nowadays is defined by obsessively opposing it to corruption. Not the same happens if we Google the English word, where the first meanings of the concept emerge clearly with reference to „the most admired person, company” etc.

Bucharest, March 5, 2011

Let's play our card right

In the same way a change of name can attract a certain change in reality, design has the power to transform perceptions. We chose a subject (and both an object) apparently insignificant, that we always carry around and is often the first answer to a foreign authority’s question: Who are you? What is more intimately connected to a citizen’s identity than his ID card?

romanian-identity-card-proposal-1
Bucharest, March 3, 2011

Authenticity in branding

The identity of a brand lies in the way in which it expresses, sincerely, something internal – a belief, a spirit, a character, a promise— and by no means, the obsession for an external form. The external form has to be intrinsically, even umbilically related to the internal truth. The identity of a brand gets sealed in its DNA, where the vision, rhetoric and visual expressions must create a coherent whole.

2010  
Providence, December 7, 2010

Aneta Bogdan, Managing Partner of Brandient, interviewed by Rebrand

Aneta talks with Anaezi Modu for the REBRAND Expert Interviews series.

Bucharest, April 13, 2010

Romania 2.0

I dedicate this article to those Romanians usually never mentioned by the national business press: the hundreds of true Romanian entrepreneurs, known and respected only by their families, their employees or their business partners. The very success of modern state building depends on their success.

2007  
Bucharest, September 1, 2007

Building local retail brands

Location is Not Enough. Price Neither. Try Branding.
An Opinion Paper by Brandient

2006  
Bucharest, November 1, 2006

Cristian "Kit" Paul's interview in Logo Lounge

Cristian-or Kit-Paul, the 35-year-old founding partner and creative director of Brandient (Romania), leads a firm whose design work transcends language. Even logos that incorporate Romanian words make sense to the English speaker.

2005  
Bucharest, October 12, 2005

Romanian brands

Why is it now the time to create Romanian brands?

2003  
Bucharest, August 7, 2003

Rebranding Romanian Television

Aneta Bogdan, managing partner of Brandient, which was picked to be Romanian Television’s long term consultant, tells Business Review about the decisions taken in the wake of the brand’s audit.