I am co-founder (1999) and strategy director of Grapefruit, a branding consultancy with offices in Bucharest and Iaşi, Romania, that serves local and global clients.
With a post-graduate degree in communication/PR and a sustained interest in strategic thinking and brand naming, I have helped rebrand a few of Romania's largest corporate and product brands. I am now involved in similar projects for pharmaceutical, automotive, FMCG and business services clients.
I have completed the first Romanian translation of a book on corporate and brand identity (2004, The Wolff-Olins New Guide to Identity) and went on with the translation of Wally Olins’ On Brand (2006). I am a speaker at domestic and international branding events (2004, the first Romanian speaker to an international branding conference) and regularly write for business and trade journals at home and abroad (2005, the first article by a Romanian national on Brandchannel.com). Since 2001, I have been the editor of The Weekly Wire (ISSN 1584-966X), a weekly news digest about branding and corporate identity.
An idea worth spreading
I'm still thinking. An idea really worth spreading isn't exactly easy to find.
I'm passionate about
Bringing very diverse people together for their (and everyone else's) greater benefit. Aside from that: brand management, history, geopolitics,strategy and a good read.
Talk to me about
Building brands. Managing people and organizations. Coming up with great ideas and nurturing them so they influence reality. Learning and teaching. Doing business smartly and ethically.
People don't know I'm good at
Really fast reading.
My TED story