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Information attachment to the Troiker magazine №2 | SEPTEMBER 2008 Troika announces Troika joins Germany’s Troika to evaluate Troika makes investors’ company rebranding EUREX exchange nanotechnology projects dreams come true The brand surging The Brand Idea Life demands decisive action and true heroes! The world is into the future changing rapidly. It is getting The future belongs to those who see what changes lay ahead. We’ve got to seize the quite sophisticated and com- future, and make it ours. The future must go into the brand. plex. It is full of disparate in- formation and interdependent processes. On growing mar- Troika Dialog is ready for a new kets these processes go at a epoch. dizzying speed. This is the Our Troika Dialog brand has zone of elevated risk. Correct been reborn! The Troika Dialog decision-making here is a form team, now 17 years old, has built of art, based on knowledge, a successful business and a su- experience, and professiona- ccessful Brand. We became esta- lism. Here the ONES are need- blished, won the confidence of ed. The ones who will give the our clients, and gained recogni- right information and show tion as the most reliable and pro- the right direction. The ones fessional company on the Russian who are open. Honest. Reli - market. However, unless we keep able. The ones who are brave with the times, even our glorious enough to explore new avenu- past is no guarantee for the futu- es and find a solution to any re. Every day we see the world situation. Always new, to the around us changing. The time point, and where it is needed. has come for us to be decisive. They take responsibility and Only that way can we stay among lead through all the confusion, the market avant-garde. following the path to success. What for, why now? One must The real experts, knowing seize the right moment to change, each detail, setting trends on before the circumstances take the market. They are: over. Life itself told us to rebrand. The need to work on our brand Troika Dialog — arose out of many different chan- ges — changes in the company, the guiding changes on the market, and chan- hero. ges in the world. This decision was by no means spontaneous. We accept this responsibility to It involved months of painstaking guide, creating a bright future work and comprehensive analy- for others. We are leaders by sis— of Troika Dialog, our busi- ■ ■ Introducing Troika’s new image with a our nature; we will not play se- ness, our competitors, the market, bang, we hope to demonstrate our desire cond fiddle. We are the first to and the business situation across for change and our willingness to create act; the others follow. Faithful the world. We considered all the to our principles, we rely on pros and cons. We realized that and take charge nothing but our own strength, our old image fell short of our experience, and knowledge. new strategy, one that envisages should represent a shift in a com- with a bang, we hope to demon- We are guiding the market. Troika Dialog as a global player pany’s vision and strategic priori- strate our desire for change and in this complex, fast-changing ties. Troika Dialog has this vision. our willingness to create and take world. After all, a new logo Introducing Troika’s new image charge... p. 2 №2 | SEPTEMBER 2008 1 Troika’s news The Troika Dialog brand has been reborn! continued The brand surging into WHAT DOES OUR LOGO the future REPRESENT? ■ We have changed the brand The Troika Dialog brand is alrea- positioned today? It is important Bright, dynamic, bold, decisi- without changing our stand. A dy considered one of the stron- to start off with the courage to ve. A unique design, unlike any brand reminds us of ourselves, gest, if not the strongest, on the face negative pressure, and to un- other. It has its own history — our traits, and our character. It stock market. It is difficult to derstand it. We understand. We Troika’s history. ■ reflects our aspirations and dre- break old habits, even scary for must be resolute and confident in A new, modern approach to ams. The brand is an expression some. Experience shows that only our plan, and look into the futu- visual brand identification. This is of our values — sensible and 5% of people are open to change; re, unshakable in our goals. the world’s first dynamic logo! long-lasting — which people be- the remaining majority prefers Become a Brand Ambassador! The time of simple, 2-dimensional lieve in and are truly significant. the status quo. The skeptics, usu- The brand expresses our self- forms is gradually sinking into the We have changed the brand wit- ally the majority, never embrace understanding and our philoso - past. Corporate communications hout changing our stand. Empha- radical changes. All of this is nor- phy. Bringing our new image to are switching over to virtual rea- sizing the core beliefs that we mal. It is helpful and instructive the surrounding world is a chal- lity. In virtual space, our logo is hold unshakable, we merely po- to consider the rebranding expe- lenge we will face every day — 3-dimensional. It is dynamic. It is inted out the vibrant sides of our riences at Vympelcom and Apple. inside Troika and away. We will constantly in movement. Just like character. All we did was adjust Both companies were showered only achieve success when we un- we are. The printed version is al- the mode of expression. with criticism from start to finish derstand our brand, follow our ways different too, even on your We are prepared to face resi- during their rebranding pro- philosophy and begin living by business card. stance. The announcement about grams. Now look at the situation the brand. We are Troika Dialog. ■ Troika’s Pattern shows con- rebranding might take the outsi- today. Raise your hand if you We are this brand. Each one of us necting lines, which are meant to de world by surprise. The first think either company failed. is an ambassador of the Troika represent the many different le- reaction is usually, «What for?» And how are these companies Dialog Brand. vels and poles of interactions, processes, and communications ■ ■ The most avant-garde between people in this fast-chan- ging world. In this world, Troika brand. Constantly moving. acts as the connecting link, fin- Just like we are ding appropriate solutions in complex interactions. ■ The color solution in RGB. This system of primary colors — red, green, and blue — is the basis of all color combinations in the tech- Troika Dialog — Master of nology sphere. The three colored triangles signify the solutions Brandbuilding that we offer our clients — be they clients of Investment Ban- Troika Dialog received the Mas- winning brand. According to Inna king & Global Markets (blue), Pri- ter of Brandbuilding Award Miloserdova, Marketing Director vate Banking clients (green), or 2008. An annual award, it is giv- at Troika Dialog, «It’s exciting Personal Investments clients (red). en out to 10 companies in recog- that our efforts to create and pro- ■ «Troika» and «Dialog». We are nition for outstanding achieve- mote our brand were recognized known by our clients and em- ments and excellence in brand- by the professional branbuilders, ployees as Troika. It is what pe- building. and by those who see strength in ople call us. It is our name. We The Master of Brandbuilding the Troika Dialog Brand. Our gave «Dialog» a special place — contest is a non-commercial pro- company, now on the market for a numerical exponent: Troika to gram, moderated by leading 17 years, has created a strong im- the Dialog. Russian and international brand- age and a solid reputation. How- ■ The logo as a work of art. It ing agencies. A judges’ panel ever, life goes on, and companies was inspired by the Russian comprised of business media ex- are living things — especially Avant-Garde, the movement re- perts selects the nominees for the Troika. We are ready for the next sting at the core of all modern award. Each member of the panel phase of development, and we art. The resemblance is no coinci- provides a list of 10–15 compa- The Master of Brandbuilding face some serious changes. Our dence. Troika, a permanent part nies that showed brand leader- award recognizes the profession- brand is one example. Troika Dia- of the market’s avante-garde, ship over the past year. The com- alism of the management team — log’s main advantage as a brand has always handled its business pany that receives the most votes or business proprietors — who is that we are open to new ideas as a form of high art. Everything is the winner. have created and developed the and have no fear of change.» we do is cutting-edge. №2 | SEPTEMBER 2008 2 Troika’s news Graduates of top universities choose Troika TROIKA DIALOG RECOG- NIZED AMONG THE TOP- Troika Dialog is One TEN FINANCIAL FIRMS IN RUSSIA FOR STABLE, DY- of the Three Most Appealing NAMIC GROWTH The Economic News Agency Employers for Young Specialists has ranked Russian banks and companies in terms of stable Troika Dialog joined the top-twenty employers for recent graduates, according to the and dynamic growth over the first-quarter of 2008. The re- TargeT’08 rating (TOP-20 Annual Rating of Graduate Employers). search took place over two phases. During the first phase, The company was acknowledged 50 companies were nominated among the top-three, together with in 6 separate categories.

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