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BRAND UKRAINE International Conference
This year's conference will focus on Ukraine's best communication practices in times of war and contextualize them within the broader framework of global trends and challenges. The conference will explore the multifaceted image of Ukraine and its future, forging pathways toward recovery and growth.
Ukraine's superpower:
How Ukraine won the hearts and minds of millions of people in the world?
We will explore how Ukraine's strategic use of soft power and digital communications amidst Russia's full-scale war captured the hearts and minds of millions worldwide.
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PROGRAMME
The conference showcases two panel discussions with renowned Ukrainian and international speakers, complemented by four parallel workshops that tackle communication-related topics ranging from the effective use of AI in strategic communications to designing impactful communication campaigns and countering disinformation.
09.30 – 10.00
Registration and Welcome Coffee
10.00 – 10.15
Welcome Speech by the Host
Maria Lypiatska, Head of BRAND UKRAINE
10.15 – 10.30
Welcome Speech
Representative of the Government of Ukraine (TBA)
10.30 – 11.00
Keynote Speech from
Simon Anholt, Executive Chairman, Anholt & Co., Good Country Index Founder, Anholt-Ipsos Nation Brands Index Founder, Journal of Place Branding & Public Diplomacy Founder-Editor
11.00 – 12.00ㅤㅤ Panel I
Ukraine's Soft Power Storу: navigating narratives and shifting paradigms in the times of war
In 2022, due to the Russian full-scale invasion, Ukraine was in the spotlight of global attention. It regularly made headlines in leading international media outlets, including The New York Times, The Washington Post, The Guardian, Le Monde, Al Jazeera, and others. Ukraine ranked as the top trend in the news category on Google. But most importantly, the country has received unprecedented support and solidarity from millions of people worldwide.
- What is Ukraine's communication superpower, and how has the country at war managed to win over the long-lasting support of millions of people worldwide?
- What is Ukraine's brand in the world today?
- What other countries can learn from Ukraine's experience and communication practices?
12:00 – 12:30 Coffee Break
12.30 – 13.30ㅤㅤ Panel II
Brand Power: Leveraging Ukraine's Global Image and Building Pathways to Recovery
In 2023, Ukraine continued to be predominantly associated with war on the global stage. While maintaining focus on the country's heroic resistance is crucial, the enduring stability and sustainability of Ukraine's national brand will depend on its adaptability and relevance to the international agenda.
- How can famous Ukrainians and Ukrainian brands contribute to the overall national brand?
- How a more versatile international image could facilitate Ukraine's post-war recovery?
- How can Ukraine keep the world's focus on the war while integrating new dimensions and meanings into its national image?
13.30 – 14.30 Lunch
14.30 – 15.45 Parallel Workshops
Workshop 1. Creativity without borders: designing and implementing international campaigns that make a difference in the world
The workshop led by Zinc Network, a UK-based communication agency, will be tailored for teams of creative agencies, as well as other professionals focused on designing impactful international campaigns that transcend boundaries and inspire change.
Workshop 2. How "Made in Ukraine" shapes global perception: exploring the power of Ukrainian brands and their impact on the country's international image
The workshop will ideally suit companies looking to leverage their international brand and the "Made in Ukraine" ethos to enhance their international operations and benefit from the country's overall reputation. The workshop will be targeted at CEOs, owners, or marketing/PR directors of Ukrainian companies that operate internationally.
Workshop 3. AI, Metaverse, and storytelling: the power of digital communications and digital outreach to the world
A cutting-edge workshop for digital professionals working with international audiences, government officials, corporate digital teams, media, and international conference attendees, focusing on the effective use of AI and digital storytelling to engage global communities.
Workshop 4. How does disinformation influence country brands, and how can it be counteracted?
The workshop will be designed for international delegates, government officials, and anyone involved in strategic communications, focusing on effective strategies to identify and counteract foreign-led disinformation narratives and campaigns.
15.45 – 16.00 Coffee Break
16.00 – 17.00 Inspirational Speaker
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17.00 – 19.00 Networking and Reception
Please join us for networking and a reception to sample the very best of Ukrainian contemporary cuisine and wine. Ukrainian wine is little-known but critically acclaimed. One of Ukraine's leading sommeliers will be on hand to introduce you to some of the most interesting wines being produced in Ukraine today while missiles rain down on their vineyards.
We would be delighted to have you at the BRAND UKRAINE International Conference in Kyiv! Please share your contacts with us to be the first to know when ticket sales open!
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