📣 A masterclass by Alexi Chikovani will take place at the Academy of Thinking, titled:
“Br(ea)nding: an Anti-Soviet Discipline”
➡️ A brand is radical differentiation, and branding is the process of creating and achieving that difference. Differentiation requires courage. Courage, in turn, demands a specific mindset and mental structure: independent thinking, taking responsibility, focusing on the customer — on people — respecting them, valuing them, and practicing strategic bravery.
Branding rejects standardized “just like everyone else” thinking and the centralized logic of a “single truth.” A brand does not obey standards or institutionalized systems — it challenges them, creating its own rules, meanings, and future.
What holds us back?
What legacy has the Soviet system left behind?
How have constant wars with occupiers shaped our mentality, our attitudes toward work and life in general?
How do we dare to:
-
think differently;
-
behave differently;
-
do things differently;
-
remain human in our work?
These questions will be explored at the Academy of Thinking on February 20.
🍰 A buffet and a welcoming atmosphere will be provided
⏳ Duration: 2–3 hours
