A brand strategist
I find what is unrepeatably yours and turn it into a brand people can describe back to you — in their own words, better than you could. I have done it for beer, telecom, banking and real estate. Now I am doing it for a company of my own.
Alongside campaign strategies, research programmes and consulting work not listed here.
The Golden Circle, mantra, promise, vision, ambition, belief system, values, story, characteristics, archetype, personification, and two or three frameworks to work from.
Built in experiential workshops — exercises, decks, quizzes. Not a presentation you sit through.
Positioning strategy, tone of voice, verbal and visual brand guidelines, and experiential guidelines for every touchpoint.
Workshops and reference exercises.
Golden Circle, brand architecture, values, and the brand vision that closes the day.
Brand promise and mantra, character, archetype, personification, the brand story.
The onlyness statement, verbal brand, visual brand, brand experience.
Three days with your team, and everything created in the room leaves with you as a document. When workshops are not enough, the full brand strategy takes about 29 working days — a brand audit with research and interviews, then philosophy and DNA, then positioning and the communication platform. The express version gets you a brand description and a design brief in ten.
For twenty years I helped other people build brands worth loving. Since 2024 I have been building one of my own.
I studied business, psychology and mathematics — an odd combination until you try to explain why a person picks one brand over another. I started in agencies and was Strategic Director at Leavingstone from 2018 to 2021, then moved inside the brands: the Zedazeni rebrand, marketing strategy at Silknet, the concept for Bazari Orbeliani.
Today I co-run Kursi.ge, leading marketing and CRM. I hold an MBA from the Free University of Tbilisi and have taught marketing since 2005, at GIPA since 2019. I am writing a doctoral thesis on the behavioural cues that make someone trust a financial brand before they have read a word of it.