Brand Architects

Marketing Strategy and Brand Transformation.

Brand Architects is a boutique of Consultancy and Training specialised in boosting brand equity. Helps companies achieve market leadership and received numerous Effie Awards..

Our philosophy is to understand the Brand DNA, build a future-oriented positioning, and design an unique architectural ecosystem around it.

It is a business creativity process that unites the dreams and ambitions of the Company with their Customers, to significantly improve the long term business results.

Group Marketing Director (2015):


Nurturing the eMAG generic Brand Strategy and Communication direction for the 4 countries
Marketing department organization in Group and Local Structure
“eMAG Marketing Way”, development of marketing tools (Activity Planning, first proposal of Commercial Strategy, Coop Strategy)
Start Poland integration

Marketing Director (2012 – 2015):

Bergenbier SA/ Molson Coors

Bergenbier SA is the single company to increase its entire portfolio, between 2012 – 2015
Bergenbier Brand had the best market share increase
Beck’s, Stella Artois recovered after 5 years of decline
Staropramen has one of the best evolution, from a difficult launch. to a great development
Noroc returned to growth, for a 3rd place in Economy segment

Brand Management (2003 – 2012):

Ursus Breweries/ SABMiller

Timisoreana became undisputed Market Leader in 2008
Ursus is one of the strongest Romanian Brands, and leading brand in Core Plus/ Local Premium.
Ciucas tackled the 2nd market position by volume

Main Partners

Adrian Florea

Founder “Trend Consult Group”
Leader in Consultancy and Training Industry in Romania.

“The Strategic and Positioning Process, highlight the team creativity, intelligence and applied Marketing Tools. By connecting with organization, develop new points of view, concentrating the energy on the elements that bring differentiation and competitive advantage. For Trend, this process helped clarify positioning and company communication.”

Bogdan Popescu

Commercial Director, Romanian Football Federation

“I was surprised how easy the marketing principles could be applied to Cup of Romania. Once we started the project, the first results came rapidly, and we had the confirmation that football Sport Sponsorship needs to evolve and reach the level of strategy and communication as any other industry. With proper process and consultant, this vision was modeled starting from Positioning up to Touchpoints and KPIs.”


Ciprian Istrate

Global Marketing Director, Bitdefender.

“The work for Bitdefender Employer Branding project, proved to be a valuable experience, due to Mihai’s marketing and branding extensive experience”.


25 MARCOM Awards, 14 EFFIE Awards,
2 Grand EFFIE, and still counting…

25 MARCOM Awards

14 EFFIE Awards

2 Grand EFFIE Awards

Corporate Brands

Bitdefender Romania
– Employer Branding
Romanian Football Federation:
– Cup of Romania: Brand Strategy
– National Football Team: Communication Development
GfK Romania:
– Brand Strategy
– Marketing Training
Trend Consult:
– Brand Strategy/ Transformational Project

Indie Brands

Cromatic Studios – Company Strategy
Dark Side Entertainment: – Company Strategy
Max Media Production – Company Strategy
Sub25: – Brand Strategy
Universitatea Alternativa: – Brand Strategy

Academic Life

Clinical Marketing Professor