{"id":210024,"date":"2022-11-09T10:00:00","date_gmt":"2022-11-09T10:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=210024"},"modified":"2022-11-09T10:00:00","modified_gmt":"2022-11-09T10:00:00","slug":"cum-sa-insufletesti-un-brand","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=210024","title":{"rendered":"Cum s\u0103 \u00eensufle\u0163e\u015fti un brand"},"content":{"rendered":"<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5538\/21306993\/2\/cop-cei-mai-admirati.jpg?height=201&#038;width=150\" style=\"width: 150px; height: 201px; margin: 10px; float: right;\" \/>La 18 ani, pentru c\u0103 voiam s\u0103 fac singur\u0103 rost de bani de buzunar, fiind o fire independent\u0103, m-am \u00eenscris la o agen\u0163ie care organiza campanii pentru diferite companii din Rom\u00e2nia \u015fi ne trimitea pe noi, promoterii, prin marile hipermarketuri s\u0103 promov\u0103m diverse branduri de pe pia\u0163\u0103. Pe atunci nu foloseam titulaturi fancy, nu ne interesa cine e CEO-ul Carrefour, magazin \u00een care aveam campanie pentru Hochland, \u015fi nici m\u0103car cine e CEO-ul Hochland. Nu vedeam oamenii din spatele produselor \u015fi nu ne imaginam echipele uria\u015fe \u015fi multitudinea de func\u0163ii \u015fi departamente din companiile pentru care lucram. Ani mai t\u00e2rziu, am descoperit cu pl\u0103cere nenum\u0103rate pove\u015fti ale celor care conduc aceste \u201ema\u015fin\u0103rii\u201d, \u015fi, dintr-o dat\u0103, am \u00eenceput s\u0103 v\u0103d brandul X sau Y \u00eentr-o nou\u0103 lumin\u0103. C\u00e2nd trec acum pe l\u00e2ng\u0103 un 5 to go, \u00eemi aduc aminte de povestea lui Radu Savopol. C\u00e2nd intru \u00eentr-un Jysk, m\u0103 g\u00e2ndesc c\u0103 au un CEO cool. C\u00e2nd cobor din metrou la Victoriei \u015fi merg s\u0103 m\u0103 \u00eent\u00e2lnesc cu prietenii la \u201ecl\u0103direa Orange\u201d asociez sigla portocalie cu leadershipul Liudmilei Climoc. C\u00e2nd \u00eemi fac cump\u0103r\u0103turile la Kaufland, \u015ftiu c\u0103 angaja\u0163ii sunt condu\u015fi de un german \u2013 Marco Hoessl. Oamenii \u00eensufle\u0163esc brandurile, \u015fi de aceea e important ca istoria brandului s\u0103 fie spus\u0103 \u00eempreun\u0103 cu istoria oamenilor din spate. S\u0103 se transforme dintr-o firm\u0103 impersonal\u0103, \u00eentr-o poveste personal\u0103. Cum au fost cele spuse recent, la gala CEO Awards, \u00een cadrul c\u0103reia am premiat executivii rom\u00e2ni \u015fi am s\u0103rb\u0103torit 18 ani de BUSINESS Magazin, \u015fi \u00een care mai mul\u0163i executivi au urcat pe scen\u0103 \u015fi ne-au povestit cum g\u00e2ndeau \u015fi ce visuri aveau c\u00e2nd abia deveniser\u0103 adul\u0163i. Brandul trebuie s\u0103 st\u00e2rneasc\u0103 emo\u0163ie, \u015fi nu doar prin reclame TV. Ie\u015fi\u0163i \u00een fa\u0163\u0103 pentru c\u0103 oamenii vor fi surprin\u015fi s\u0103 \u015ftie pove\u015ftile voastre \u015fi ale companiilor ale c\u0103ror clien\u0163i sunt. Numele businessului pe care \u00eel conduce\u0163i nu va mai reprezenta doar locul \u00een care g\u0103sesc serviciile \u015fi produsele de care au nevoie. Ci le va aduce aminte de o poveste cu eroi care au trecut prin crize, cu oameni care au e\u015fuat \u015fi au luat-o de la zero, cu decizii care au schimbat traiectorii \u015fi cu o puzderie de lec\u0163ii de \u00eenv\u0103\u0163at \u015fi dat mai departe.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La 18 ani, pentru c\u0103 voiam s\u0103 fac singur\u0103 rost de bani de buzunar, fiind o fire independent\u0103, m-am \u00eenscris la o agen\u0163ie care organiza campanii pentru diferite companii din Rom\u00e2nia \u015fi ne trimitea pe noi, promoterii, prin marile hipermarketuri s\u0103 promov\u0103m diverse branduri de pe pia\u0163\u0103. Pe atunci nu foloseam titulaturi fancy, nu ne [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,7218,512],"tags":[19511,48404,87],"class_list":["post-210024","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-resurse-umane","category-revista-bm","tag-100-cei-mai-admirati-ceo-din-romania","tag-andra-stroe","tag-opinie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/210024","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=210024"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/210024\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=210024"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=210024"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=210024"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}