Dochita Zenoveiov: A construction that does not have integrity and good in it will collapse sooner or later
Graduate of an MBA, Dochita Zenoveiov has a 20 years experience in branding and marketing at client and agency. Dochita has intuited the role and importance of entrepreneurship in Romania since 2011 launching a program for local entrepreneurs who wanted to increase their brand and visibility. Today, the INOVEO branding agency he leads continues to deliver very good positioning with innovative results. Thus, besides branding and rebranding, the agency marks a novelty in 2019 through the neurobranding services it offers to its clients. We talked with Dochiţa in the hope of a greater understanding of the role of the interested groups in the processes of brand revival and conceptualization.
More and more is being talked about integrating the expectations of the stakeholders in the concepts and relaunching of a brand. These expectations are complex in nature and contrast with the simplicity requirement of a brand. How does this paradox work in branding – consistency versus simplification?
We could compare the above situation with a complex musical play interpreted by an orchestra. Each instrument follows its score, the work is complex, but we, the listeners, perceive the work as a whole, simplifying its details. This is the case with the respected brands: I count all the audience of the brand. And with brand specific tools – touchpoints, opportunity mapping, customery travel, employer travel – this is being solved. Since we make branding 1 + 1 = 3. So you must also keep in mind those audiences that are apparently not important but often make the difference. And the beauty of implementing a branding program in this is: to succeed in translating and adapting the brand promise to the language of each audience … What I’m saying here seems simple in words in a word, but in reality in the client-agency relationship , is a long-term effort. And here comes the role of the brand consultant who makes brand management for a long time because today you have to work on each audience, take the pulse from the market and calibrate, if necessary, as you develop.
We are at a time when we are simplifying something consistent. The same paradox is in human resources, if you notice. Today we are looking for polyvalent people, with multiple experiences, to the detriment of the super-specialized.
It is said that the remaining brands are those that have a good understanding of the needs of the community and a real communication with the groups on which they depend. How aware are Romanian companies of this need to integrate the expectations of the stakeholders in branding?
I am surprised by some entrepreneurs about community involvement and I have at least three examples that come to my mind (Satu Mare, Neamţ and Călăraşi). Surprise comes from entrepreneurs who have something intuitive about everything they do. If I ask why they have joined a move, they do not have a rational answer, most of the time they say “because that’s how I felt then.” I think the answer is that many real entrepreneurs do not forget where they left, and the emotion that binds them to roots is what they need not only human beings but also brands. How long do we have to be a healthy entrepreneurial community and aware of the need to engage in the real issues of the community? Much, but we’re taking steps.
Can we already talk about a branding culture in Romania? Where do we put on the consistency of brands?
I remember Gladwell’s comparison between Western (European) and Eastern (Asian) cultures. And he said it was somehow the kind of farming that everybody practiced: the rice culture versus the wheat culture. In rice, the results depend on the farmer. The Asian can also get three crops per season. It depends only on how motivated it is to wake up at 3am. In wheat, you have only one crop per season and the results are given by the influence of the weather. It was drought, the harvest is bad. Hence the mentality of the Europeans that the results can also be influenced by new external aspects that we can not control. And to go further … I would say that in Romania the branding culture is the “go and so” culture. It’s not necessarily wrong. We are a young nation, we are in line with what is happening to any developing entity. Entrepreneurs who have succeeded have succeeded precisely because so far they have focused on the operational, not on the picture. I often hear the phrase … “I wanted to put something on my feet and did not know how to do with the brand. But now I feel that there is a need for a consultant hand. ” If they had the knowledge, openness and resources, perhaps their early results would have touched them earlier. But we have in our blood the strategy of small and secure steps, without too much risk. And this is also seen in the consistency of brands.
In 2019 it doesn’t work “let it be like this” because much has changed. The brand is no longer marketing or brand manager, strictly coordinated by a rigorous brand manual. He is in the hands and at the disposal of everyone’s keyboard. Now complaints are no longer settled in a closed circle with a crisis board. No, today’s upset or worse, haterii write on facebook, friends give share, and the message is spreading with the speed of visualizations.
That’s why, as it has been, but nowadays the branding culture is a must.
Do companies in Romania understand the importance of internal commitment to what a brand is? Are they willing to invest in building and promoting the brand?
Partial. Or better said I understand, but not in depth.
The multinationals are easier because they have examples from the West brothers with practice for decades. Only here is the factor “the Romanian collective mentality” to be neglected. You can not apply any brand engagement strategy drawn in London. You have to adapt it. And most of the time, you better take it from scratch than adjust. And that requires a queue process, and managers are under pressure of time, pressure, which they transfer to the brand consultant. And when we talk about brand and employees, so those who serve the brand, you are talking about a foundation of a construction that needs to be well documented, well thought out, not treated as an internal communication campaign.
Also, the relationship between marketing and HR departments is very important because the brand is not in the specific yard. At the HQ there is usually a Chief Brand Officer (CBO) who coordinates the brand engagement programs and thus ensures the consistency and consistency of the program.
I’m coming in a hurry and local smart entrepreneurs who understand that this is the only way they can create a solid internal community to project a good image outside of the organization, see Zitec. It remains the same challenge given by the entrepreneurs’ understanding of these long-term programs and the resulting implications.
Also in relation to employees, there is the temptation to expose the values on the walls. Instead, employees do not know how to behave in relation to corporate values, and they do not really understand the link between them and job descriptions. How do you see the transformation of these values into behaviors and how does a correct branding help us?
This is a problem we often encounter in projects: the customer’s employees do not vibrate entirely with those values. But a brand engagement program can identify these issues and solve them. Obviously, this is a long-term approach, with the involvement of formal and informal leaders, turning them into brand ambassadors who are ready to take over when the consultant has completed his mission in the organization.
Can you give us a small inventory of native “sins” related to branding?
If an entrepreneur or managers knew branding that would be our point on the ground? That’s why we like entrepreneurs with or without “sins.” We have so much to learn from them. It inspires us. From them we learn to be better with every project we make. It happens to us that the brand manager or marketing tells us that the decision maker has no meeting time. But once we get it, the person directly interested in branding opens completely, and time becomes relative. And that’s a big sign for us.
When customers leave us alone :), we promise to work together on a top 100 branding gathered.
Where do you think the integrity and the sense of good in branding should interfere?
From the beginning. Daily. Without end. Through each member of the team. A construction that does not have integrity and good in it is ruined and will collapse sooner or later.
Dochița Zenoveiov, Brand Consultant INOVEO
Graduate of an MBA, Dochiţa has a 20 years experience in branding and marketing at client and agency.
In marketing he worked for the brands Vel Pitar, Libertatea, Prosport, Capital, Gazeta sporturilor. For the latter, he won, together with Headertising’s creative agency and strategy, the biggest efficacy award, Grand Effie 2007, for the re-launch of the compact paper “Smaller Gazette, Comfortable”.
Strategic branding has provided an opportunity to actively and decisively engage in branding and rebranding, corporate and product projects in many areas: banking, oil and gas, real estate, the media industry, food processing and processing, construction, retail, fintech, hitech, medical, pharmaceutical and FMCG. He has experience in brand analysis and branding, brand positioning, naming, visual identity, implementation and brand activation. He coordinated extensive branding projects: creating ZU brand Zero, refining the institutional brand of the National Bank of Romania, facilitating Petrom’s organizational transformation through the Petrom City project that marked the relocation of the organization to its new headquarters in Străuleşti.
Dochita has intuited the role and importance of entrepreneurship in Romania since 2011 launching a program for local entrepreneurs who wanted to increase their brand and visibility. Today, INOVEO’s branding agency, which continues to lead, continues to deliver very good positioning with innovative results. Thus, besides branding and rebranding, the agency marks a novelty in 2019 through the neurobranding services it offers to its clients.
Interview realised by Dana Oancea