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How Dolce became the answer to the re-branding of Romtelecom

How Dolce became the answer to the re-branding of Romtelecom


In 2006, Romtelecom—the largest telecommunications operator in Romania—was planning to launch a new digital TV service in the highly competitive Romanian market, but the company was smarting from decreasing customer retention and an outdated brand image.

To transition from a fixed-line operator into an agile, trusted provider of multimedia and digital content, the organisation needed to change customers' perceptions and signal its relevance to the current market.


The task put forth to Siegel+Gale was twofold: create a brand identity for this new service that could help it compete effectively in the marketplace, and improve the overall perception of Romtelecom through the new digital sub-brand.


They positioned the sub-brand as an "indulgence" that offered a variety of content and functionality to TV viewers, and named it "Dolce"—a Latin-based moniker with international appeal, reflecting a "spoil yourself" attitude.

The Brand Voice™ developed for Dolce celebrated both the variety of available amenities and the overall richness of the customer experience.

The effervescence of the language establishes a mood of excitement, heralding the arrival of the new service as an imaginative, distinguished personality in the Romanian entertainment marketplace.

To complete the revitalisation, Romtelecom introduced a new logo featuring a series of multicolored, overlapping letters that suggest the vitality and contemporary character of the brand. The integration of this striking look into an electronic programming guide, collateral, packaging and a retail experience creates a vibrant and unified brand identity.


Dolce received six times the expected orders after launch, and more than doubled its expected subscription base in the first six months.

After only 16 months, the fledgling service boasted 500,000 customers. Dolce's penetration rate of the satellite television market grew to over 33%—one of the highest growth rates in Europe.

Romtelecom's overall brand image also improved; brand awareness of Dolce was double that of two competitor brands that launched earlier the same year.

The Design Business Association, which champions the integral role of effective design in generating business growth, recognised the excellence of the Dolce design programme at the 2007 Design Effectiveness Awards in England.

But nothing was sweeter than the effusive praise of George Argentopoulos, Dolce Retail Business Unit Managing Director: "The design of the Dolce brand achieved incredible standout and visual appeal that directly contributed to the outstanding commercial success of the brand."

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