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BrandWorks, a new success for Grapefruit
Grapefruit is glad to add BrandWorks to its list of recent successes. An event organized in Bucharest on November 17 and 18, 2004, in conjunction with Business Media Group and Headvertising, BrandWorks succeeded in presenting Romanian business people, marketers and branding professionals with the current state and challenges of our industry worldwide.
The first day of the event featured a number of highly appreciated conferences, including those of:
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Jack Supple, CEO Carmichael Lynch, who dispensed a healthy dose of Harley Davidson stardust among the charmed audience
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Chris Holt, former Head of Design British Airways, who shared with us a most educative airline branding saga
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Marius Ursache, Chief Creative Officer, Grapefruit, who spoke about a few good reasons to rebrand, and some others not to
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Marion Maruhn, Director of Naming and Verbal Identity, Interbrand Zintzmeyer & Lux, Germany, who brought the science and art of naming into the limelight
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Ştefan Liuţe, Strategy Director, Grapefruit, who took a quick look at the difference between the theory and the practice of naming, and
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Leslie de Chernatony, Brand Marketing Professor at the University of Birmingham, UK, who enthusiastically raised the subject of how to strategically build genuine brands in today’s world.
BrandWorks’ second day was devoted to a number of workshops that stimulated involvement, participation and debate among speakers and delegates. Jack Supple shared Carmichael Lynch’s mantra when working for Harley Davidson, “Speak to the core, the rest will follow”. Marion Maruhn shed light on Interbrand’s proprietary Brand Creation Cycle, while Chris Holt and Marius Ursache approached the difficult subject of managing rebranding processes. Bill Davenport, CEO Wieden & Kennedy Entertainment, and Russell Davies, Creative Director with Wieden & Kennedy London, delivered a sparkling performance on alternative advertising methods.
Even before its completion, BrandWorks started receiving strongly positive feedback, from both its participants, client- and agency-side, and its foreign guests. Chris Holt remarked “You’ve had [...] a good mix of specialists. The level of inquisitiveness and the level of intelligence is very high. It bodes well for the future.” At the same time, Jack Supple said that “You’re gonna feel the effect of BrandWorks over the next year and then everybody will get back together and do it again”. Professor Leslie de Chernatony was amazed by “the way you got such participation between the presenters and the audience...absolutely incredible. At most of the conferences I’ve been to, you just don’t get that sparkle, that spontaneity”.
The press also reported positively on the event, with Jurnalul Naţional (one of the country’s biggest and the country’s fastest growing daily) writing that BrandWorks’ “educational aspect is a turning point for anyone seeking to evolve beyond the dated mindset most Romanian advertising professionals still have”.
You can download Grapefruit’s BrandWorks presentations from the resources area on our website.
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