|  The course on innovation development, rebranding and new brand creation is extremely interesting. In a very fast-changing environment the life- cycles of brands are shortening . But we need more and more brand derivatives for different target groups. In order to be a winner of the race you need to refuse to participate, you have to create new brands, speak new languages, . How to do that is the subject of my interest now. A man who leads has been called ‘a leader’ traditionally. Are the roles and the definitions of a leader changing now that branding has come? In my opinion, they are not. Leadership is the ability to inspire people, to work at 150%, through finding an individual approach and cultivating team spirit at the same time. Branding is a tool which lets you sell your goods in a professional way; but the leadership skills of key people cannot be replaced by any tool or any book. People must have drive, a desire to succeed and a talent to lead others. If indifference and branding are united together, we will have a weak brand.
Maxim Khabour,
Young and Rubican, Director of Development |
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