What I've learned in over 25 years of building a global brand

What I've learned in over 25 years of building a global brand and how I can apply this to the IL TACCHINO project – but you can apply it too, in any field!

When I look back at Bitdefender's journey, I see an incredible journey: from an idea started in Romania, to a global brand, with sales in almost every country in the world. In 25 years, we've gone from a few thousand users to hundreds of millions.

This experience taught me fundamental lessons, which I apply today, when I start IL TACCHINO.

1. People are the key

First of all, it all starts with people. Without exceptional teams, no product, no matter how good, can go far. I saw what it means to build together with dedicated, talented and responsible people. I apply the same philosophy now: IL TACCHINO is not just about the food, but also about the people who make this experience possible.

2. Product and customer satisfaction

The product is the heart of any brand. In technology or food, if the product doesn't deliver value and satisfaction, the rest doesn't matter. At Bitdefender, the product had to be impeccable to gain global trust. At IL TACCHINO, the stakes are the same: healthy, tasty, consistently good food, without compromise.

3. Strategic differentiation

A brand cannot grow without clear differentiation. Bitdefender has managed to strategically position itself, addressing precise market segments. IL TACCHINO follows the same logic: we are not another fast food, but a premium fast casual brand, based on a different choice – turkey – and on a unique promise: healthy, tasty, fast. We are betting on the growth of a new category that addresses an accelerated growth segment.

4. Constant and wide-ranging communication

A global brand is not built through small projects, but through campaigns that show strength and consistency. At Bitdefender, we managed, at the right time, to conclude partnerships of the size of Scuderia Ferrari. At IL TACCHINO we will not have budgets for such collaborations at the beginning, but each campaign will be built with the same mentality: impact, scope, consistency.

The branding campaign that we launched on September 1, 2025 is just the first step. It will develop over the next two months and reach a full scale level that will last a minimum of six months. It is the beginning of a constant effort to make IL TACCHINO a visible, powerful and aspirational brand.

5. Strategic planning and robust IT systems for rapid learning and adaptability.

No matter how good the team or product, a brand cannot grow without rigorous planning and tools that help you always see where you are. I learned how important it is to have IT systems that connect all operations, give you real-time data and force you to periodically review your plans. Rapid adaptability is key in any industry. At IL TACCHINO we build from day one with this mindset: technology and planning are part of our DNA, in order to scale efficiently.

Conclusion

In 25 years, I have learned that a global brand is not built overnight, but it needs a few clear ingredients: people, product and implicitly customer satisfaction, differentiation and strong communication. Strategic planning, systems that provide visibility and adaptability.

IL TACCHINO starts as a pilot project, but with these lessons in its DNA. I know that if we apply them consistently, Romania can give Europe – and why not the world – a leader in the premium fast casual segment.

Yes! You can have it all!