"Branding on the Eastern front" by Aneta Bogdan
Book to be launched at Gaudeamus book fair
This is a book on reputation, against the tide, written by the most reputed and influent name in Romanian branding industry, after almost twenty years of practice in marketing, communication and branding. The local case-studies in marketing and branding, the inside look into the Romanian corporate and entrepreneurial milieus, the informal, assertive and almost recklessly honest tone of voice—all these make the book an intellectual and emotional experience rare in the editorial landscape.
Identity and branding are modern approaches to the world – not by a mask, but by harmonizing one’s own competences with the interest of the community. Aneta speaks in the book about the theoretical and practical certitudes of the brand building but also about the question marks to a hidden future.
“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”
The foreword to the book is signed by Wally Olins, the father of the modern branding.
“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.”
The book is available for sale nationwide at the Carturesti and Humanitas bookstores, and online as well—for both national and international orders—at Carturesti, Humanitas, Librarie.net and Elefant.ro.