🔵 To create a platform for expert discussions on the development of Ukraine's national brand and international communications.

🔵 To start the discussion about key narratives in Ukraine's communications and how Ukraine's positive image in the world can contribute to post-war recovery in the future.

Among the informational challenges Ukraine faces now are not only countering disinformation and keeping our struggle on the world's agenda, but also deepening knowledge about Ukraine beyond the news format. We must develop strategies to attract investment and talent, both now and after victory. This is why it is important to talk about Ukraine's national brand even amid the full-scale war.

The conference took place on June 6, 2024, in Kyiv. The focus of the event was on soft power, which has helped Ukraine gain broad international support and reinforce hard power to fight against the aggressor state.

The conference program included:

🔵 Welcome speech by Maria Lypiatska, Head of BRAND UKRAINE;
🔵 A talk by Simon Anholt, author of the concept of nation branding and founder of the Good Country Index and the Nation Brands Index;
🔵 Panel discussion "Soft Power: How the Great War Changed Key Narratives in Ukraine's External Communications";
🔵 Panel discussion "Brand Power: How Ukraine's Positive International Image Will Aid Post-War Recovery";
🔵 Four parallel workshops on creativity, artificial intelligence and storytelling, cooperation with international media, and countering disinformation.
🔵 Lecture by Ukrainian wine "ambassador" Sergiy Klimov on Ukrainian wine as an unexpected tool for Ukraine's international communication;
🔵 Evening tasting of Ukrainian wines and modern Ukrainian cuisine.


Representatives of BRAND UKRAINE, UNITED24Media, Zinc Network, and Detector Media conducted the workshops.

"In the first months of the full-scale Russian invasion, Ukraine masterfully demonstrated that through digital communications, creative campaigns, and diplomacy, it is possible to win the hearts and minds of millions of people worldwide. However, I believe we are now at a turning point. The world is grappling with numerous global challenges, and international media and audience attention toward Ukraine is naturally decreasing. Given these circumstances, our conference is the perfect opportunity to strategise and form a vision for Ukraine's future in 5, 10, and even 15 years," said Maria Lypiatska, Head of BRAND UKRAINE.

"Obviously, it is not Ukraine's fault, but it [war] is something that more and more people start associating Ukraine with. This association might be overshadowing other, more positive associations they have with the country. I think this is a potential concern and something that needs to be addressed in external communications. You need to tell a broader story of Ukraine, making communications more balanced and highlighting more positive stories about Ukraine. You need to show that Ukraine isn't just about the war", said Konrad Jagodzinski, Director of Place Branding at the consultancy agency Brand Finance.

"Promoting a positive image of Ukraine is critical for attracting foreign investment. That's why, when communicating with partners abroad, we should encourage them to support Ukraine not only to bring victory closer and ensure swift post-war recovery but also for the pragmatic reasons of mutual economic benefit," commented Serhiy Derkach, Deputy Minister for Community Development, Territories, and Infrastructure of Ukraine.

The conference was attended by about 200 guests from Ukraine and other countries. The event's communications on social media and in the press reached approximately 2 million contacts. Following the conference, a memorandum of cooperation was also signed between BRAND UKRAINE and the Ukrainian State Center for International Education.

🔵 The conference was the first one focusing on the development of Ukraine's national brand and international strategic communications amidst the full-scale war.

🔵 A data-driven approach was at the heart of all panel discussions and workshops at the event. In discussing the present and future development of Ukraine's brand on the global stage, the organisers and participants relied on research from BRAND UKRAINE and other expert organisations.

🔵 Systematic efforts to shape the perception of Ukraine globally are directly linked to international solidarity and support. A strong and influential Ukrainian brand on the world stage is crucial for attracting future investments, partnerships, tourism, and global talent, all of which will drive our reconstruction.

The conference was cohosted in partnership with USAID/ENGAGE activity which is funded by USAID and implemented by Pact, with the financial support of the European Union and in partnerships with PARKOVY.

Maria Lypiatska
Tetiana Momot
Petro Darmoris
Marina Dadinova
Tamara Novoselska
Tim Makarov
Olga Kozyrenko
Oleh Hnatiuk
Maria Palyvoda
Veronika Lutska
Yulia Riznichok
Anhelina Hrytsei
Sviatoslav Zembitskyi
Oleksii Kryvosheia
Dasha Podoltsova
Inna Perehuda
Artem Yasynskyi
Yulia Rodionova
Alona Vendel
Viktoria Zhukova
Vira Tubaltseva