every day, we unite mind and marketing — where human thinking meets marketing as a science. through insights, strategic reviews and in-depth analysis, we explore, decode, and document Georgian brands, products, and the strategies behind them.

Imagine this: you need to schedule a meeting with five colleagues, but you have no visibility into their calendars or availability...

One year after its launch, minds&marketing is going to Cannes!   From a platform built on curiosity, to a voice stepping onto the global st...

After March’s wave of Mother’s Day and Women’s Day campaigns, April naturally shifted toward new products, fresh campa...

When you think of a billion-dollar industry, which sport comes to mind? Football? Basketball? Formula 1?But would you expect women’s...

14 to 29 — this is the age range of Gen Z in 2026. this generation represents 22.9% of the global population and ranks second in size after Gen ...

Think about one word your business partners, colleagues, or clients would use to describe you — if we asked them right now. Then ...

Well-crafted design does more than build a brand’s visual identity. It lays the foundation for an ideology — one that influences how peopl...

Sports education in Georgia is becoming increasingly relevant by the day. Not long ago, topics like sports marketing, athlete branding, and related di...

“Design is dead. Long live design.” — this is perhaps the phrase that best captures the core discussions of Touch RGB 2026. The inte...

In Georgia’s fashion landscape, one of the most distinctive media platforms of recent years is Fashionholics Online — a pr...

“He’s going to see it, he’s going to see it” — a phrase by Giga Gventsadze that has already become part ...

A packed arena. 8,000 tickets sold in just three days. More than 20 sponsors. And the emotional energy of thousands of passionate fans....

In the previous article, we explored how brands portrayed the mother. Today, it is time to look at another perspective — how bra...

March is traditionally one of the busiest periods for Georgia’s creative industry. March 3 and March 8 — Mother’s Da...

In the food industry, new places open almost every day. But only a few manage to generate the kind of word-of-mouth that sounds l...

For the past few years, the world has been experiencing a podcast boom. Over the last year, that boom has become especially visible in Georgia –...

Why don’t brands actively use LinkedIn? Let me reverse the question: Which brand comes to mind that has recently executed a visible ma...

If you’ve ever attended a live sports match, even once, you’ll probably agree with this: it’s far more than just watching a gam...

Social media trends 2026 – I’m sure many of you have already Googled them and are wondering which global trends will actually appear local...

National League clubs have only just begun preparations for the upcoming season. FC Gagra, however, appears to be gearing up not only on the pitch but...

In the era of digital marketing, brand awareness is increasingly less likely to grow through classic advertising — banners, billboards, or paid ...

Close your eyes for two seconds and answer honestly: Which flavor instantly takes you back to childhood?   It could be fried potatoes with tkem...

One of the reasons – perhaps the only one – why marketers don’t really look forward to the New Year is this: it always comes with a ...

2025 turned out to be one of the most productive and transformative years for the Georgian sports ecosystem. More clearly than ever, we saw sport move...

When we started thinking about a year-in-review, we had many ideas: Maybe interesting cases? Strong lessons? Mistakes? Achievement...

What a month, friends. We honestly thought December wouldn’t give us enough topics and that we’d simply wrap up the y...

“Spark the Change” — this is what Touch Summit told us this year, and honestly, over these two days, one important change definitely...

For the marketing world, November is synonymous with Black Friday –  meaning the first half of the month is usually spent building cam...

For a whole month now, all of Georgia has been humming Rkena’s Sachidao.   So many tears were shed over our captain’s story, as if ...

For years, Georgian football lived from one national team match to the next. Fan culture, engagement, emotional connection, and the human stories beyo...

What does it really take to reach our goals - to set an intention and actually achieve it?   We need to want it deeply;We need to try - persist...

When we covered the standout cases and winners of Ad Black Sea 2025, we didn’t yet know that these very works would soon appear– quite lit...

In Georgian club football, marketing often remains in the shadows - while globally, the sport’s commercial and emotional value is largely driven...

Today, it’s widely accepted that marketing and creative solutions are essential. Every day, new brands and agencies emerge; we watch their campa...

October usually smells like cinnamon, coffee, and Halloween. But since cinnamon isn’t exactly a campaign material in Georgia, and Halloween hasn...

Earlier this year, Favikon - an AI-based influencer marketing platform – published the first-ever list of Georgia’s top 20 LinkedIn influe...

Modern athlete marketing goes far beyond simply chasing fame - today, brands seek individuals who can turn global sports narratives into local culture...

Banks have arrived on YouTube! Realizing that there’s now virtually no industry left untouched by the platform inspired us to explore a new top...

Does September feel like “back to school” or “back to work” season for you too? For many brands, this period has become synony...

At this year’s Ad Black Sea, one of the speakers said something that really stayed with me: the advertising industry shouldn’t be focused ...

Spark. Fire. Energy. Fireworks. Resistance. Emotion. Experience.Ad Black Sea Festival 2025 was exactly what makes the creative industry love it so muc...

Do you know how fireworks work? First, a small spark ignites the powder inside, generating gas and building up internal pressure. Resistance mounts, t...

"The sport that has captivated the world’s top athletes" — yes, we’re talking about padel. Often called “the sport promoted by...

Discounts — a seemingly simple marketing tool. They boost sales, grab attention, and drive customers to take action. But as discounts become a d...

Whether the goal is awareness, promotion of a new product or service, or boosting sales—chances are, unless you’re in a highly specialized...

SPF can protect you from sunburn, but no one’s safe from the heat of summer marketing campaigns—and that’s a good thing.   We...

Did “make-up” just turn into “make-app”? For years, the tech industry has been a male-dominated field. But as gender norms in...

what’s a brand promise, really? IKEA doesn’t claim to offer designer furniture – but it promises you can build it yourself, at a fai...

"We need something new today."   I don’t know—maybe that’s how some marketing department meetings start. What I also don&rsqu...

It might have seemed unlikely that a global sports brand with over 400 million fans worldwide would choose Georgia—more specifically, Tbilisi&md...

Tbilisi’s feed is full of building renderings—just as many as there are construction sites. They’re everywhere. And while they all s...

This ad is too pink. That woman is too undressed in the ad. On that poster, the man is a builder, the woman – a housewife. A man was hired as a ...

Successful influencer marketing has long stopped being just about the number of followers. Whether we’re talking about influencers, content crea...

“Let’s think a little more about children.” This was one of the key phrases that echoed throughout my conversations with the Tamasho...

Today, winning on the field isn’t enough—athletes are competing beyond the game. Athlete marketing is a growing direction where athletes ...

For creative agencies, one of the most fruitful directions is campaigns created within the scope of festive marketing.During such times, a strong scri...

Who should speak to the audience, and who should simply be seen? – This was the main observation minds&marketing brought to Tbilisi Open Air...

every year, dozens of georgian brands and products are launched—full of promise and excitement. and yet, most fade out just as quickly. we...