"A person who intends to manage a brand must be radical, impatient, and a bit abnormal" - Ucha Urushadze, lecturer at SENSE OF BRANDING

Ucha Urushadze will lead the “Sense of Branding” crash course at Commschool. Ucha is a philosopher who creates brands, and he’ll tell us more about the rest in the blog:

“My areas of expertise are strategic branding and marketing communications strategy. The former involves creating marketing concepts for brands and developing their action plans, while the latter is the technology of reaching specific groups in society motivated by commercial interests,” says Ucha.

If you haven’t been to Spotlight, I’d like to ask you an interesting question from Ucha’s presentation – “Is honey a vegetable?”. Sounds strange, doesn’t it? According to Ucha, this is exactly how branding begins: “What we don’t know is precisely what can make a great brand.”

Since 2014, Ucha has been leading strategies at HOLMES&WATSON, where he has implemented various successful projects such as TBC Bank’s brand strategy and advertising campaigns “Hello” and “You”, as well as TBC Insurance’s campaign – “Mistakes Have Come”.

So, what is branding? Ucha explains:

“Branding is the process of discovering what humanity is. A good brand is one that tries to penetrate my world – I should feel that the brand is trying to understand me.”

And who is a strategist? Ucha says:

“Since more or less every person has the ability to imagine and communicate, people think that whatever they do or say will be acceptable and understandable to everyone. A strategist is a professional who perceives a specific action or statement through the eyes and ears of the audience. They determine what would be generally interesting, original, and relevant, not just what would suit a particular brand, for example.”

As we mentioned, Ucha has worked on numerous projects, of which he highlights a few:

“The first most impressive project was creating the localization platform for Geocell’s rebranding by Telia Sonera and inspiring the long-term communication activity associated with it. In fact, Geocell was the first daring brand to break our usual way of speaking. This was followed by the even bolder TBC, which paradigmatically changed the established culture of brand attitude towards people. It was also interesting to work with Elite Electronics and Nikora, although I think more could have been done with them. Formally, I’m proud that the brand concept of Silknet was created by me at the time. I can’t help but mention the most interesting content-wise for me – Sulakauri Publishing House, for which, out of love, I’m ready to exchange experience for books.”

Ucha believes that within the crash course, he will focus on maximizing student boost in minimal time:

“Since people in our country generally dislike reading and writing, considering this reality, I find it necessary to organize such a professional-educational event where they won’t have to read anything and still gain an in-depth understanding of what a brand really is and what possibilities it has. Besides, they will be able to internalize what they’ve understood and ultimately develop, in the literal sense of the word, a sense of branding. As they say, someone will chew it for you, put it in your head, and you can use it wherever you like.”

According to Ucha, the main quality for developing in the branding field and successfully managing a brand is radicalism, and not just that:

“For a person who intends to manage a brand, first of all, any tradition should be unacceptable. They should be radical, impatient, and a bit abnormal. These qualities can be acquired.”

Registration for the third intake of the Sense of Branding crash course has begun. The course includes four meetings, each lasting five hours. During these four meetings, Ucha will deeply discuss branding in four directions: the qualitative difference between brand and product/service/company, brand humanization, brand communication, and brand innovation. A general understanding of marketing basics is sufficient to study the course.

So, if you’re interested in Sense of Branding, keep in mind that places in the program are limited, and registration has already started.

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