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To this respect, 2011 brings the first change to the company’s organizational structure, through Alina Crangă’s
comeback as Client Service Coordinator starting January 1st. Alina’s main tasks will be to coordinate the client
service and project management team, as well as overtaking a series of managerial responsibilities, like financial
and legal management, human resources and current operational aspects.
Alina Crangă joined BrandTailors team in 2007, as Account Manager, a position that she occupied until February
2010, when she left the company to join the marketing team at Tiriac Holdings, as marketing specialist. As a
client she proved to be extremely demanding regarding the projects she developed (Ţiriac Holdings is among
BrandTailors’ key clients) but at the same time pleasant and showing a great initiative of spreading BrandTailors’
values, thus proving an unparalleled passion and commitment for the company’s philosophy.
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and also to facilitate the integration of new employees into
BrandTailors’s philosophy. I expect her to generate a higher level of
loyalty among our employees, managing a rigorous recruitment
process. The decision of bringing her back was based on several
reasons: her exceptional project management skills, her ability to
connect to both client’s and our agency’s team and, most of all, Beatrice Daniş
her passion and commitment to BrandTailors’ philosophy. Managing Partner
At this moment, Alina Crangă is developing new workflow strategies meant to assure more effective implemen-
tation process and minimize the development costs for the company’s projects. The purpose is to develop a
more fluid activity between creative and client service departments in order for our clients to benefit of a
maximum level of efficiency and satisfaction, taking into consideration several key parameters - quality, effective
implementation process and the project costs.
Along with Alina’s comeback as Client Service Coordinator, BrandTailors will reach a new phase in its evolution,
in which the management of the company will be ensured by an extended team of specialists, having the mission
of giving the attention needed to each and every one of the managerial functions. This new strategy became
necessary as the company registered an important growth in the last two years and needs to achieve the
development objectives envisaged for the next five years.
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responsible, as the responsibility that every parent has for his
child. I think that the moment of growing up has come for
BrandTailors, being able to disseminate and now having the ability
of using experiences determined by a large range of factors, not
Beatrice Daniş
only the ones generated by the ”parents”. Managing Partner
BrandTailors’ team comprises 18 employees, organized in two business divisions: product branding and service
branding. The financial results of the company for the year 2010 showed a 48% growth compared to 2009.
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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and
effectiveness. 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,
Intersnack, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Țiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM, Silvana, Zuzu, Fulga, Rarăul,
Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romania or Class Living and
created ground breaking brands, namely Azuga Apă de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich.
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
consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively
on social networks.
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