Alex Chikovani is a pioneering Brand Strategist in Georgia and the Founder of LIVE – strategic branding agency, a Tbilisi-based consultancy transforming the branding landscape in Georgia. With extensive experience in brand building, he emphasizes the 'Human Factor' in branding and advocates for practical, implementable strategies to ensure brand longevity through building purpose-driven brands with radical differentiation and emotional resonance. His consulting practice supported with a MBA degree from Lancaster University Management School with specialilization in – corporate strategy, brand building and management. Alex brings over 20 years of experience in brand strategy, strategic communications, and marketing, collaborating with local small, medium and large companies. Alex is the first lecturer in Georgia who started branding education in 2007 in GIPA. He serves as an assosiate Professor of Strategic Branding in GIPA, Tbilisi, Georgia.
Courses:
- Strategic branding
- Brand management
- Brand story telling: the art of public speaking, communication and peresentation
Research and Publications:
- Co-author of Social Entrepreneurship Textbook III Edition, prepared by the Center for Strategic Research and Development of Georgia in 2019. seageorgia.ge
- Contributor to Turn Your Clinic into a Brand – Dental Office Management, the first Georgian publication combining basic principles of managing outpatient dental establishments, approved as an academic textbook by the Academic Council of Ivane Javakhishvili Tbilisi State University and the Council of Experts of the Georgian Dental Association (GSA). gsa.ge
- “Be or Not to Be: A Strategic Question” (LinkedIn, 2020) – Examines brand survival through purpose and the "Holy Idea" concept during crises.
- Interview with Marketer.ge (2014) – Shared insights on human-centric branding in Georgia’s market, reflecting on early projects like “Dzveli Tbilisi” and “Tamada.”
- Interview with entrepreneur.ge: "What Does It Take to Build a Brand?"https://shorturl.at/9KEGU
- Interview with entrepreneur.ge (2019) Julius – Myth and Subjective Reality https://shorturl.at/69FAo
- Article: "The Only Constant Is Change" – I Change, Therefore I Exist http://blog.radiogipa.ge/?p=5108
- Article on HR HUB: Never Be Satisfied with Yourself – If You Believe You Are Exceptional, Then It Is Time to Reevaluate https://shorturl.at/3Y6JC
- Article with entrepreneur.ge: Five Skills Required to Achieve Success in the 21st Century https://shorturl.at/06jlI
- For more please see linkdin profile.
Projects/Workshops:
"Alexi Chikovani's Big Podcast" – on branding and strategy. A podcast delving into branding strategies, market differentiation, and the human element in brand management, featuring discussions with local industry leaders.
Workshops:
- Strategic Branding Fundamentals
- Human-Centered Brand Building
- Brand Differentiation and Identity Development
- Creative Direction for Brand Execution
- Personal branding
- Brand and Branding: An Intelligent Decision https://www.youtube.com/watch?v=KxOEjrfG2q0&t=91s
- Branding (Essence and Strategic Significance) https://www.youtube.com/watch?v=v0YEu5atZr4&t=156s
- Words and Actions, In Practice https://www.youtube.com/watch?v=v4CdSe0Dqs0&t=44s
- The Brand's Journey – From Inception to Longevity https://www.youtube.com/watch?v=V0bx1g-TQzk
- Brand Consistency – Management and Mindset in Branding https://www.youtube.com/watch?v=AZDB2jSOaSA
Research interests:
- Human-centric branding
- Implementable brand strategies
- Brand longevity
- Phsycological aspects in brand management – Bra(i)nding
