Press Release

BrandTailors sets off its new on-line communication strategy,

built exclusively on social networks

Beatrice Daniș Ionuț Militaru Mihai Vulpie

Managing Partner Account Executive Web Designer

Bucharest, February 8th 2011

BrandTailors – strategic brand consulting and design firm – is the first Roma-
nian company to have build its on-line communication strategy and website
based on an innovative concept, which relies solely on social networks as media
support for information dissemination.
The past few years technological speed-act, the continuous boost of the social networks influence, the exten-
sion of their usage choices and the migration of communication budgets towards the Internet have all deter-
mined a strategic rethinking on what communication and on-line presence mean for a company which has
always ranked in the tier of Romanian branding industry.

For the past few years, BrandTailors has continuously supported and promoted the strategic approach within
the digital environment on behalf of each brand the company has advised in this matter. Consequently, in 2009
the company has established Community BrandTailors – the first Romanian digital brand consulting and digital
brand content design division, providing complex on-line communication strategy services.

Our guiding idea was to create an unique instrument that will

enable us to disseminate information towards various targeted
groups and concurrently, to open up furthermore into sharing our
accomplishments, ideas and beliefs. It was a real challenge to build
this new architecture and structure so to shift our website towards
a platform made up of continuously evolving instruments, such us
the social networks. As opposed to the previous static documents’
archive, the new website reflects both our company’s dynamic
evolution and also the exploring vision shared by all our team

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 members. In a world where the social media pages of numerous
brands already outnumber visitors-wise even the brands’ web
pages, it came natural for BrandTailors to ride this trend and to go
beyond by creating a more genuine and more effective
Beatrice Daniș
communication platform. Managing Partner

Thus, the newly created BrandTailors.com platform is built out of strategic mix of social media networks,
namely FaceBook, Twitter, LinkedIn, Wikipedia, Flickr and Scribd. The innovation behind the new website
architecture and structure is that the entire content of BrandTailors.com is being hosted exclusively by these
social networks, allocated according to the type of interaction each of the networks give to their users.

We are the first ones in Romania to bring the social networks to

foreground in such manner, instead of making use of these solely
as instruments complementary to a corporate website. Subsequent
to an elaborate audit of our previous website and the type of
information we disseminate on a regular basis, we have identified
several distinct types of audience we interact with and we
communicate towards; the new on-line strategy will enable us to
Ionuț Militaru
communicate differentially to each one of the target groups. Account Executive

The new strategy turns FaceBook into a room where BrandTailors team shares its projects, every day adven-
tures, ideas, pictures and talks to every people and makes new friends every day. Twitter becomes the
company’s pressroom, while LinkedIn is the place to communicate with professionals all over the world, espe-
cially with those interested in becoming “alumni” of the branding discipline. The constant dialogue with design
specialists is hosted on Flickr, where all BrandTailors projects are exhibited and opened to exchange of ideas and
comments. For all those interested in the strategic approach behind a branding process, Scribd displays all
BrandTailors projects showcased with very specific details.

From the initial idea and to our new on-line communication

platform, we have been through various discussions,
reconsiderations, adjustments, rethinking and turning backs. From
the strategy point-of-view, it was truly difficult to get to this point.
But the ingenious steps we took and the strong idea we have
Mihai Vulpie
started with turned our journey into a success. Web Designer

All BrandTailors professionals teamed up for creating the new website; Beatrice Daniş, Ionuţ Militaru and Mihai
Vulpie have provided the project management, strategy and graphic design dedicated support.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effective-
ness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and changed
the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand strategy
consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and
looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline,
Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM, Silvana, Zuzu, Fulga, Rarăul,

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Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open România or Class Living and
created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Active Watch.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by
stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers
that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in
2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding consul-
tancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively on
social networks.

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15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
Fax: (+4)-031-620-84-87 3/3