Fabian Scholtes is a Brand Creator, Business Coach, Personal Branding Strategist with over 15 years of experience, and the CEO of SCHOLTES.STUDIO. He is a multidisciplinary professional whose career has evolved organically across the visual arts, from fashion design and interior design to branding consultancy, publishing, and business mentoring. Throughout his career, Fabian has transformed his passion for aesthetics and structure into a tool for reshaping business mindsets, working directly with leaders and entrepreneurs to translate conceptual visions into powerful brand identities that create real market impact.

C&B: How would you describe yourself in a single sentence to capture the attention of someone who has never met you?

Fabian: I am a translator of visions: I use the power of design and brand strategy to transform a leader’s abstract ideas into visual identities and business structures that generate impact, value, and loyalty.

C&B: Looking back, what has been the “common thread” guiding your professional journey?

Fabian: My common thread has always been an obsession with beauty, driven by a deep desire to create value for the people around me. My journey has been defined by three major turning points:

At 18 (Fashion & Empirical Branding): I started designing clothing without financial resources, yet presented everything as a premium product. That was when I realized that perception creates value. My inspiration came from perfume bottles and packaging that I had collected since childhood.

The Interior Design Years (4–5 Years): This was a period during which I excelled at translating clients’ personalities into physical spaces. It became an exceptional school of proportions, project management, and client psychology.

The Transition to Branding and Writing: I realized that beyond clothes or walls, what truly defines me is my ability to solve identity and mindset challenges. The one constant has always been my refusal to deliver aesthetics without substance.

C&B: What was a difficult moment or failure that truly changed you?

Fabian: The year 2020 and the pandemic abruptly froze the interior design market where I was active. Material costs increased dramatically, demand declined, and construction projects came to a standstill. It was a period of enormous uncertainty that forced me to reinvent myself. The immediate financial impact was a 45% decline in revenue from physical projects during those first months.

I then made a radical shift, moving my focus from external spaces to the inner world. I began writing, publishing books such as The 90 Second Discipline Journal / 90 Days and The 4-Hour Discipline (available on Amazon), exploring personal development and mental clarity in business. What initially seemed like an external failure ultimately opened the path toward consultancy and integrated branding, proving to me that the most stable structure you can ever build is a person’s mindset.

C&B: What is one bold or counterintuitive decision that significantly influenced your career?

Fabian: I decided not to specialize in a single niche within the visual industry, even though every “expert” recommended hyper-specialization. I deliberately chose to explore fashion, painting, interior design, and graphic design, accepting the risk of appearing to be everywhere and nowhere at the same time. I also turned down secure employment opportunities and rigid partnerships in traditional design.

The tangible result was the creation of SCHOLTES STUDIO, where this multidisciplinary background became my greatest competitive advantage. Today, I don’t simply design a logo; I understand volume, space, tactile experience, and consumer psychology as one integrated system, enabling me to deliver true 360-degree solutions for clients.

C&B: How have you evolved over time as a leader and professional?

Fabian: At the beginning, between the ages of 18 and 20, I made decisions almost entirely based on intuition, artistic instinct, and speed. Today, as CEO, I combine intuition with data-driven strategy, mental clarity, and behavioral analysis.

Where I once managed pressure by overworking, I now manage it through effective delegation and by protecting my mental space. I’ve learned that a leader doesn’t need to have all the answers; they need to ask the right questions that unlock the potential of both their team and their clients.

C&B: What do you think people who work closely with you say about you beyond your public image?

Fabian: My team members and one-on-one clients would probably say that I have exceptionally high standards when it comes to vision and execution, with zero tolerance for superficiality or half-measures. The feedback I receive most often is that I’m a catalyst. I have a direct, sometimes uncomfortable way of bringing clarity where there is chaos. My greatest strength is strategic empathy, while the most challenging aspect of working with me is the fast pace at which I want change to happen.

C&B: What truly sets you apart in the way you build or lead?

Fabian: What sets me apart is my philosophy of indirect transformation. I’ve learned that if you want to save a business or a leader from failure, simply telling them what to do rarely works. Real change happens indirectly, through the people around them. One individual with a transformed mindset can reshape the culture of an entire organization faster than any external consultant.

At SCHOLTES STUDIO, our branding process doesn’t begin with colors or design elements. It starts with deep one-on-one mental clarity sessions with founders. We build brands from the inside out.

C&B: How has today’s landscape—technology, AI, and the economy—changed the way you work?

Fabian: The AI-driven landscape has eliminated much of the routine execution work and forced us to move entirely toward high-level strategy and authentic human connection. Specifically, we’ve integrated AI tools into our brainstorming and moodboarding processes, reducing research time by approximately 75% while optimizing early-stage production costs. Our strategy has shifted aggressively toward hyper-personalization and premium consulting services, where technology simply cannot replace the emotional intuition of a brand creator.

C&B: Is there a habit or routine that has significantly improved your performance?

Fabian: My daily writing practice and mental clarity exercise, which I’ve maintained every morning for over eight years. I dedicate the first 30 minutes of every day to being completely disconnected from technology while organizing my thoughts on paper. This habit has structured my mind in the same way design structures a space, greatly improving my focus during strategic sessions and substantially reducing decision-making errors under pressure.

C&B: What principles guide your most important decisions?

Fabian: My core principle is: Value through people, for people. I don’t accept projects that are driven solely by financial gain if they fail to create genuine value for the community or if the founder’s mindset is fundamentally toxic.

A real example was when I turned down a €150,000 branding contract with a large company because its leadership refused to implement the internal cultural changes that were clearly needed. Instead, I chose to protect the integrity of my studio and my team’s energy by working with a smaller business that genuinely wanted transformation. That company eventually tripled its revenue.

C&B: How do you see your industry evolving over the next three to five years?

Fabian: Purely aesthetic branding—the kind that simply delivers “a beautiful logo”—will disappear entirely as AI democratizes and automates it. The greatest risk is a marketplace flooded with generic visual identities that lack soul.

The greatest opportunity, and the area where we’ll see exponential growth, belongs to deep branding and community-driven personal branding. The brands of the future will function as systems of beliefs and values, capable of bringing people together around a meaningful vision.

C&B: What role do you hope to play in that evolution?

Fabian: Through SCHOLTES STUDIO, I want us to become architects of this transition from empty visuals to visuals with substance. I’m developing an integrated methodology that combines behavioral psychology, premium design, and mindset consulting. My goal over the next three years is to help leaders redefine their business identities, proving that the strongest brands are not those that shout the loudest, but those that resonate most deeply with human values.

C&B: What genuine advice would you give to someone trying to build something meaningful today?

Fabian: First, don’t wait until you have a huge budget before presenting yourself as premium. Package your idea with genuine respect for your customer and make the smartest possible use of the limited resources you have—just as I did when I was 18.

Second, don’t try to change markets before you’ve clarified your own mind. The greatest enemy of any startup is the chaos inside its founder’s head.

Finally, invest in the people around you. They are the true multipliers of your vision.

C&B: What is an uncomfortable truth about your industry that few people are willing to admit?

Fabian: The uncomfortable truth is that more than 80% of rebranding projects are nothing more than cosmetic makeovers designed to hide serious management issues, weak products, or toxic organizational cultures. Agencies happily accept massive budgets to create beautiful facades while fully aware that the foundation of the business is rotten.

Great design cannot save a poorly built business. Authentic branding requires, above all else, the courage to face the truth and change the mindset at the very top.

Fabian Scholtes’ interview provides valuable insights into how branding, leadership, and strategic clarity can transform a business into an authentic and relevant brand. From design and personal branding to the impact of artificial intelligence on the industry, his experience demonstrates that sustainable success begins with a clear vision, a strong mindset, and solid values.

The post Fabian Scholtes, CEO of SCHOLTES.STUDIO: “Strong brands don’t shout louder—they resonate more deeply with human values.” appeared first on careers-business.com.

With nearly a decade spent in the universe of premium spirits, Daniela Păunescu naturally blends strategy with intuition, being part of a team that shapes and directs Romanian brands built with patience and clarity. She believes in well-structured processes, accountable decisions, and the power of simple things. For her, relevance is not rushed; it is built over time through consistency, attention, and respect for each brand’s identity.

C&B: If we were to look at a narrative thread of your career, what were the key moments that defined you?

Daniela Păunescu: Looking back, as in the case of many of us, my path was neither linear nor guided by a very clear plan from the beginning. It was rather a succession of contexts and choices that, over time, became turning points. I worked in other fields at the start, including economic and business journalism, where I learned to better understand the mechanisms behind companies and how a coherent story is built around a product or a brand. That clarity has stayed with me ever since.

A first and most important turning point was entering the premium spirits universe. There I learned that brands in this category are not built overnight and that relevance comes from consistency and coherence, not forced visibility. It was the environment that made me stay and deepen this direction.

Then came the shift from execution to more strategic thinking. I became increasingly interested in the meaning behind products and in how a brand preserves its identity over time. That was when I realized I am drawn to long-term building, not just immediate results.

The current stage is the closest to the way I work. In recent years, I feel I can call what I do a career construction that I develop consciously. I choose bold projects I believe in and fully commit to, without the rush to force growth. I appreciate processes that are given time to settle and things built with meaning, step by step.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?

Daniela Păunescu: The most difficult moment was not a single event, but rather a period in which I had to make important decisions without having all the answers and without the certainty of an outcome. The pressure was high, and the temptation to force things was real. Instead of looking for quick solutions, I chose clarity and discipline: to prioritize what truly matters, to say “no” when directions were not aligned with what I am building long term, and to accept that some things need time to make sense. That period taught me that professional maturity does not lie in absolute control, but in the consistency and patience with which you navigate uncertainty.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Daniela Păunescu: I believe that, more than a classic ambition, what constantly guides me is the fear of remaining average. The desire to do things that truly matter and to evolve in a real way, not just formally.

In this process, I have benefited from a valuable professional context: collaborating with leaders and top management professionals who acted as mentors, offering inspiration, constructive challenges, and clarity in key moments.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?

Daniela Păunescu: I am guided by a few simple but firm principles. First of all, I believe in meaning, in doing things that have coherence and long-term relevance, not just immediate impact.

Another essential principle is lucidity: I try to see things as they are, not as I would like them to be. In an industry where the temptation to exaggerate is constant, I prefer honest constructions that preserve their consistency over time.

I am also guided by the courage to access things that seem hard to reach. The more difficult or ambitious a project is, the more it attracts me, not out of a desire to complicate things, but out of the conviction that real growth happens there. I like entering territories that require a certain degree of boldness.

What is equally relevant to what defines us is what we choose not to let define us. A line from a film that many already consider a classic often comes to mind — The Devil’s Advocate: “Vanity is my favourite sin.” A dear colleague often slips it into our conversations, and each time it reconfirms the same idea for me.

In the film, the character played by Al Pacino speaks about vanity as the most subtle sin, the one that can easily hide under the appearance of ambition, passion, or the desire for performance. Most of the time, we lie to ourselves, and what seems like authentic determination is, in reality, just well-packaged ego. For me, that line functions as a constant reminder not to build out of vanity or the need for quick validation, but out of the desire to create solid, relevant, and lasting things.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Daniela Păunescu: They would probably say that I am demanding, first and foremost with myself. I strongly believe in responsibility, accountability, and respect for work done well. I may not always be the most easygoing, but I am involved, fair, and focused on real results, not just ticking off tasks.

C&B: What is the most important decision you have made that changed your trajectory?

Daniela Păunescu: Honestly, I do not feel there has been that one big moment yet that completely changed my trajectory. I believe truly transformative decisions are rare and come in time, and I am still in a stage of building, not of radical turning points.

C&B: How do you define the role of a Brand Manager within a group with the tradition and scale of Alexandrion Group?

Daniela Păunescu: This role, first and foremost, is one of responsibility and balance. It is not only about managing a product category, but about understanding and protecting a heritage built over time, while carrying it forward in a way that is relevant to the present.

For me, this role means acting at the intersection of strategy, identity, and context. On the one hand, it is essential to preserve the coherence and values that define the group’s brands; on the other hand, you must constantly find ways to keep them alive and connected to today’s consumers. It is a continuous exercise in adaptation.

In an organization with such tradition, the Brand Manager also becomes a curator of meaning: someone who filters trends and makes decisions that support long-term value. At the same time, the role requires courage — the courage to propose new directions, to access ambitious projects, and to maintain high standards while the pressure for quick results is high.

At the same time, this role is exercised within a very clearly defined context shaped by Alexandrion Group’s DNA as a family business built on a long-term vision. The values, rigor, and ambition instilled by the group’s founder, the late Dr. Nawaf Salameh, remain living benchmarks in the way the group operates, and their continuity through the Salameh family provides stability and strategic coherence. Under the leadership of Antonio Salameh, in his role as Chairman, this legacy is not only protected but also adapted to current realities, with a strong focus on performance and sustainable development. For a Brand Manager, this means working within a framework where tradition coupled with innovation represents a competitive advantage, and where every brand decision must respect and strengthen this long-term construction.

C&B: What are your main responsibilities in managing the brand portfolio in Romania?

Daniela Păunescu: My main responsibility is to ensure the coherence and relevance of the brand portfolio in Romania, with a special focus on emblematic brands such as Carpathian Single Malt Whisky and Brâncoveanu Vinars. Each of them has a strong identity and a distinct strategic role, and managing them requires a deep understanding of positioning, market context, and long-term direction.

I coordinate the brand strategy at local level — from positioning and communication plans to launches, activations, and partnerships — ensuring that each initiative is coherent with the group’s values and relevant for Romanian consumers. At the same time, I work closely with commercial teams and external partners so that strategy is properly reflected in execution and results.

An essential aspect of my role is constant alignment with the Chief Marketing Officer and the Chairman of the group. Development directions are built through dialogue and shared vision, so that each step supports both the identity of each brand and the broader ambition of the group. This collaboration ensures strategic coherence and clarity in important decisions.

At the same time, my responsibility is to maintain the balance between tradition and evolution: to protect the heritage of these brands while identifying real opportunities for growth and visibility. Day by day, I strive to build with patience and discernment, so that the value created is durable and relevant over time.

C&B: What does a typical day look like for you now, and which moments of the day bring you the greatest satisfaction?

Daniela Păunescu: My days alternate between strategy and execution. I usually start with an overview of ongoing projects and continue with alignment discussions, directional decisions, and extensive collaboration with internal teams and partners. An important part of my time is also dedicated to analysis — how brands evolve and remain relevant in the current context.

The greatest satisfactions come from moments of clarity: when a direction settles naturally, when an idea takes shape, and when projects built with patience begin to show results and make sense. I appreciate the feeling that, day by day, things are being built coherently and intentionally, even if the most visible results always appear over time.

C&B: How do you evaluate the success of a brand campaign within Alexandrion Group?

Daniela Păunescu: I evaluate the success of a brand campaign beyond immediate numbers. I look at its coherence with the brand strategy, at how the message is understood and embraced, at the quality of execution, and at its real impact on consumer perception. Of course, business KPIs matter, but for me a clear sign of success is when a campaign builds long-term brand equity and leaves something relevant in people’s minds, not just momentary visibility.

C&B: How do you build and maintain the relevance of Alexandrion brands in a competitive and constantly changing market?

Daniela Păunescu: The relevance of Alexandrion brands is built, first and foremost, through the work of a well-aligned team and through decisions made together. My role is to contribute to this construction through strategic clarity and respect for each brand’s identity. In a competitive and constantly changing market, I believe the difference lies in the ability to work coherently, with the same direction and standards.

In the spirits and whisky category, relevance comes from consistency and authenticity, not noise. We listen to the market, understand the consumer, and carefully choose which trends are worth integrating, so that brands evolve naturally without losing their DNA. Without close collaboration between teams — especially marketing and sales — none of this would be possible.

For me, success comes from the fact that brands grow healthily over time, as a result of well-executed teamwork.

C&B: Can you share an example of a campaign or launch you are particularly proud of?

Daniela Păunescu: One of the projects I am truly proud of is the limited edition Brâncoveanu XO dedicated to Gheorghe Zamfir, launched in 2021. It was an impressive experience to work directly with such an important figure in Romanian culture. Every discussion and every detail of the collaboration showed me how powerful a brand can be when it becomes a space for dialogue between generations and values.

At a complementary but equally memorable pole was the launch of SIGINA gin at the Neversea Festival in the summer of 2024. The energy, the public reaction, and the way the brand came alive within the culture of the moment were simply electrifying.

And perhaps the most ambitious of all, Carpathian — the first Romanian single malt, launched in 2022 — a premiere that raised the standards in the whisky category in Romania and beyond.

What connects all three is that none is an individual project. The innovation behind them, the strategy, execution, and attention to detail are collective efforts, and I am a link in this mechanism that contributes to transforming ideas into memorable brand experiences. In all of them, the pride comes from knowing that the teams responsible created relevance, authenticity, and impact both locally and globally.

In an industry where visibility can be gained quickly but relevance is earned over time, Daniela Păunescu relies on coherence, clarity, and long-term building. For her, brands are not just products, but ecosystems of meaning, identity, and responsibility.

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