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.

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’t know...

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...

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

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 ...

“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 ...