{"id":180687,"date":"2020-03-09T13:57:36","date_gmt":"2020-03-09T13:57:36","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=180687"},"modified":"2020-03-09T13:57:36","modified_gmt":"2020-03-09T13:57:36","slug":"antreprenorii-romani-din-ultimii-ani-scriu-povestea-unei-noi-generatii-de-branduri-autohtone-cum-aleg-numele-acestor-businessuri","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=180687","title":{"rendered":"Antreprenorii rom\u00e2ni din ultimii ani scriu povestea unei noi genera\u0163ii de branduri autohtone. Cum aleg numele acestor businessuri?"},"content":{"rendered":"<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5531\/18952639\/3\/12-caseta2.jpg?height=1003&#038;width=250\" style=\"width: 250px; height: 1003px; margin: 10px; float: left;\" \/>Antreprenorii la \u00eenceput de drum \u00ee\u015fi concentreaz\u0103 investi\u0163iile c\u0103tre produc\u0163ie, extindere, promovare, a\u015fa c\u0103 foarte pu\u0163ini sunt cei care aleg s\u0103 apeleze la serviciile unei agen\u0163ii de branding atunci c\u00e2nd \u00ee\u015fi aleg numele care va sta pe frontispiciul afacerii lor.<\/p>\n<p>\nUnii se inspir\u0103 din numele proprii, pe care le transform\u0103 pu\u0163in pentru a distinge businessul de persoana din spate, care \u0163ine fr\u00e2iele. Al\u0163ii apeleaz\u0103 la cuvinte din alte limbi, pu\u0163in cunoscute, dar cu o sonoritate de impact, astfel \u00eenc\u00e2t s\u0103 poat\u0103 fi u\u015for de re\u0163inut. Mai sunt \u015fi aceia care vor, cu brandul lor, s\u0103 spun\u0103 o poveste, s\u0103 \u201e\u00eenf\u0103\u015foare\u201c un concept definitoriu pentru ceea ce \u00ee\u015fi propun s\u0103 fac\u0103.&nbsp;<\/p>\n<p>\nZiarul Financiar a selectat zece afaceri de la zero pornite de antreprenori \u00een ultimii cinci ani \u015fi a c\u0103utat pove\u015ftile din spatele numelor lor.<\/p>\n<p>\n\u201eVrem caprin brandul nostru Arete s\u0103 transmitem obiceiul excelen\u0163ei \u00abarete\u00bb, \u00een traducere din limba greac\u0103, \u00eenseamn\u0103 \u00abexcelen\u0163\u0103\u00bb &#8211; n. red.)\u201c, spune Cosmin Neagu, unul dintre cofondatorii businessului activ \u00een produc\u0163ia de \u015fosete. Cosmin Neagu \u015fi partenerul lui de afaceri Mihai Dinu s-au inspirat de la un cadou pentru a pune bazele Arete, iar \u00een 2018 au f\u0103cut primele v\u00e2nz\u0103ri. Acum, \u015fosetele Arete sunt produse chiar \u00een fabrica de unde proveneau cele primite cadou \u00een 2015 \u015fi poart\u0103 nume ale unor personalit\u0103\u0163i istorice marcante, precum Basarab I, Mihai Viteazu, \u015etefan cel Mare sau Thomas Edison.<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5531\/18952639\/5\/12-cum-au-facut.jpg?height=337&#038;width=640\" style=\"width: 640px; height: 337px; margin-top: 10px; margin-bottom: 10px;\" \/><\/p>\n<p>\nPentru Luisa Fiore, brandul de \u00eenc\u0103l\u0163\u0103minte creat de Luiza Roat\u0103, numele ei \u015fi al so\u0163ului ei au fost sursele de inspira\u0163ie.<\/p>\n<p>\n\u201eAm vrut s\u0103 plec\u0103m de la ceva ce ne reprezint\u0103 pe noi \u015fi a\u015fa am ajuns la acest concept\u201c, poveste\u015fte antreprenoarea.<\/p>\n<p>\nIT-ist de profesie, ea a plecat din compania \u00een care lucra \u00een urm\u0103 cu circa trei ani \u015fi a pornit de la zero o afacere proprie \u00een produc\u0163ia de \u00eenc\u0103l\u0163\u0103minte pentru femei. Sub brandul Luisa Fiore, ea face ast\u0103zi pantofi \u00eentr-un atelier din zona Berceni din Bucure\u015fti.<\/p>\n<p>\nExist\u0103 \u00eens\u0103 \u015fi aceia care au pus \u00een brand o \u00eentreag\u0103 poveste, iar cuplul format din Armand Sima \u015fi C\u0103t\u0103lina Opri\u015f este un astfel de exemplu. Ei au creat Fika 18, o afacere al c\u0103rei scop este s\u0103 fac\u0103 \u015fi s\u0103 v\u00e2nd\u0103 croissante. Au \u201efurat\u201c secretul produc\u0163iei de la o patiserie din Barcelona \u015fi l-au transpus \u00een Bucure\u015fti.<\/p>\n<p>\n\u201eNumele l-am ales \u00een contextul \u00een care, \u00eenainte de acest business, C\u0103t\u0103lin a lucrat pentru o firm\u0103 suedez\u0103 de telecomunica\u0163ii, ocazie cu care a fost \u00eentr-o c\u0103l\u0103torie de afaceri \u00een Suedia. Acolo tot auzea c\u0103 lumea merge la \u00abfika\u00bb, termen care \u00eenseamn\u0103 o pauz\u0103 de cafea, de ceva dulce, \u00eenseamn\u0103 s\u0103 ie\u015fi cu prietenii ca s\u0103 vorbe\u015fti despre altceva \u00een afar\u0103 de munc\u0103\u201c, spune Armand Sima. Particula \u201e18\u201c a ap\u0103rut pentru a individualiza conceptul.<\/p>\n<p>\nCiti\u0163i c\u00e2teva pove\u015fti ale brandurilor contu\u00adrate de antreprenorii rom\u00e2ni \u201ecrescu\u0163i\u201cde la zero \u00een peisajul local de business al ultimului deceniu.<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5531\/18952639\/2\/12-caseta1.jpg?height=745&#038;width=640\" style=\"width: 640px; height: 745px; margin-top: 10px; margin-bottom: 10px;\" \/><\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5531\/18952639\/4\/12-caseta3.jpg?height=462&#038;width=640\" style=\"width: 640px; height: 462px; margin-top: 10px; margin-bottom: 10px;\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Antreprenorii la \u00eenceput de drum \u00ee\u015fi concentreaz\u0103 investi\u0163iile c\u0103tre produc\u0163ie, extindere, promovare, a\u015fa c\u0103 foarte pu\u0163ini sunt cei care aleg s\u0103 apeleze la serviciile unei agen\u0163ii de branding atunci c\u00e2nd \u00ee\u015fi aleg numele care va sta pe frontispiciul afacerii lor.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[81,255,7386,235,5836,8932,173],"class_list":["post-180687","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-afaceri","tag-antreprenori","tag-branduri","tag-business","tag-nume","tag-poveste","tag-romani"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/180687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=180687"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/180687\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=180687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=180687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=180687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}