Take four for branding Romania saga
Five years have passed since the first attempt to build a national brand concept was made. Since then there have been several such projects and significant amounts of money have been spent.
First was the EUR 6 million album entitled “The Eternal and fascinating Romania,” followed by the USD 1.7 million project “Romania – always surprising” from 2004.
A brand business doesn’t come cheap
It seems that Romania is doomed in finding the right solution for building a country definition and lacks badly regarding a positive approach of country advertising and PR.
Lately, the only visible and audible reactions involving Romanians abroad generated in the local and regional media concerned some Romanian immigrants committing crimes in Italy or the former foreign minister Adrian Cioroianu’s gaffes in terms of communication rigors when it comes to address foreign officials.
Unfortunately these issues built a really unfortunate “brand- awareness’ and makes you wonder, is bad PR always prevailing over good PR or Romania really lacks in managing the issues of its own positive or negative image poles outside.
Should it be a misfortune, a lack in the implication of local authorities, is that Romania can’t find the right communicators or the right projects, because, it seems that money exits. Continue reading…
Branding Romania by Club LMT
Prezentarea “Branding Romania 2009″ pe care am facut-o pentru conferinta IAA, pe branding de tara (keynote: Sashi Tharoor).
Branding Romania by Club LMT – Presentation Transcript
- O simpla idee…
- … poate reprezenta inceputul unei calatorii…
- … in care lipsurile si neajunsurile …
- … sunt umplute cu viata si tinerete…
- O calatorie in care totul este sincron…
- … o calatorie in care necunoscutul si obstacolele…
- … sunt depasite prin incredere…
- … si prietenie!
- O calatorie in care invatam…
- … cu zambetul pe buze !
- O calatorie a intrebarilor…
- … si raspunsurilor!
- Si atunci, fie ca esti mic…
- … sau mare …
- … singur…
- … sau inconjurat de prieteni …
- Visele devin realitate … iar realitatea, de vis!
British PR specialists on Romanian image: Drop the folklore. Where is today’s Romania?
In the consciousness of European masses the word Romania is often a conjoined twin with communism, Dracula or Ceausescu, and maybe a few other names belonging to sport or culture, but only for the ones in-the-know. A few days ago, a young Australian studying in London admitted he could not point Romania on the world’s map.
A few Oxford students seemed somehow familiar with the notion, localizing it in Europe, but the light in their eyes only sparkled intelligently on hearing Transilvania, written with a Y in their acceptable ignorance.
Romania’s image has got over the 0 kilometre, but only on the reverse. The British (and international) mass-media push, generally but not entirely, the minuses’ treadle, because good news is not news. Until not long ago, the Romanian authorities did not join the eternal race for balancing the image of the country that, theoretically, they work for. Now and then, they wave a peace scarf from their stalls, or whisper a treat once in a presidential mandate.
But they fail to defend or represent the Romanians from the Diaspora, who often goes to work with their glances sown to the ground while the person sitting next to them in the tube is reading a Right-handed newspaper literature about the Romanian criminals who came to be pour the last drop over the British immigration patience. Continue reading…
