A brand
strategist's blog

The 5 parts of a brand audit, the order to run them in, and the mistakes that turn an audit into a pretty presentation.

Branded house, house of brands or endorsed brand: how to choose a model and when to launch a sub-brand.

The brand funnel, NPS and branded search demand: what to measure so you see problems before sales drop.

When a rebrand is really needed and when it is expensive cosmetics. Examples from Sber, VK and others.

How a strategy differs from a logo and a corporate identity, and why a business needs both.

People mix them up all the time, but they do different jobs. I explain which document you need and when.

The Russian coffee equipment market in 2021–2023: who is growing, who is leaving, and what it means for distributors and manufacturers.

Chinese equipment is gaining ground thanks to performance, price and range. In 2023 China was the largest manufacturer and exporter to Russia. I look at what this means for distributors.

The "PRO Marketing" youth forum, organised by the Russian Society "Znanie" as part of its "Smart Route" education project. Materials and observations from the event.