Power of Positioning. Brand Evolution — From Logo to Culture

In an era of an oversaturated market and digital noise, the success of a brand is determined not only by the recognizability of the logo, but also by the depth of its cultural influence. How is the positioning strategy transformed from visual symbols to the formation of values, communities, and even new behavioral codes?

• Why do new generations value meanings rather than status attributes?
• How to create stories that live outside of advertising campaigns?
• Role of social networks, memes, and UGC in image formation.
• How anchor brands create loyal communities?
• (from closed clubs to NFT-holders).
• Why does merch give way to experience?
• (events, educational programs, and fan collaborations).
• When a brand needs a rebranding, and when it needs a value reset?
• How to respond to scandals and changes in the public agenda?
• Virtual ambassadors: who are they?
• Brands in the metaverse: why brands create digital collections?