I am part of the generation that began their journey to adulthood at a crucial moment in our modern history. I went through the experience of living the ugliness of totalitarianism and the chance to have chosen to dedicate my energy to a new world that encourages freedom of expression and authentic values.
I am outraged how marketing and advertising specialists, with responsibilities towards new Romanian brands, instead of discovering and cultivating the authentic in brands, manage, on the contrary, to demonetize it and consider it a trait that is easy to replicate through marketing tactics.
The campaign to launch the new Gostat product, with aspirations to become a brand in the Cris-Tim portfolio, is an enlightening example of this trend in Romanian brand management.
I will not refer to the fact that the label of this product has not the slightest connection with the category, an otherwise obligatory rule to follow in brand design, if not out of duty to the customer, at least out of courtesy to him. Nor to the fact that the message conveyed by the name is far from bringing positive associations to any brand, from whatever category it may be.
As a brief parenthesis, intended for those who proposed this name and who obviously did not study the History of Romanians in the second half of the last century, in order to find out how the State Agricultural Households (GOSTAT) appeared, they may be able to read the article signed by ethnologist Irina Nicolau, under the title The Omnipresent Gostat, published on the website of the Romanian Peasant Museum, in order to find out the negative associations created over time by this name.
Continuing the list of references above, I find that more serious than design and name mistakes is to consider that the authenticity of a brand can be achieved by simply associating with events, ideas and artifacts, all alien to the brand and its history. The authenticity of a brand expresses the extent to which it, through its native qualities, empathizes with the consumer, tells a relevant story or engages him in a cause that is worthwhile for him.
What does Gostat do, by the way it has structured its identity (name, design) and by the message launched in the advertising campaign? It creates the impression of a false origin of the brand and seriously questions its honesty.
If we think of Pepsi and its 50-year campaign in Romania, the dramatization and the moment in time chosen are fully deserved. The Pepsi brand was part of the life of Romanians in those times, which not only increases the brand's relevance, but also increases its credibility.
In other words, to illustrate in the TV spot the idea of standing in the queue, to demonstrate the qualities of the brand, may seem to younger generations a good idea for a Stand-up ComedyHowever, for generations who have felt the humiliation of depersonalization for decades, this cannot but call into question the integrity of the brand.
Perhaps the target of this product is the younger generation of consumers. But the brand that endorses it is Cris-Tim, a brand aimed at much more consumer segments. It is possible that the intervention of the Gostat communication may be considered offensive and disrespectful by certain segments of consumers, which could affect their brand loyalty.
The Gostat case from Cris-Tim unfortunately reflects a factual state of the Romanian business environment. Businesses seek immediate results, leaving aside the investment in building the brands, which are among the only assets that appreciate their value over time.
A brand is not born easily and not overnight.
With honesty, originality and an aspirational idea, the brand can accumulate something extremely valuable that no advertising or any other form of communication can buy: AUTHENTICITY.