On 31 March 2026 at 13:30, a guest lecture titled “The Power of Branding beyond Common Marketing” will take place in UniCredit Coworking space.
The lecture will be delivered by Nastya Koeva, founder of The Power of Human Being Business Coaching & Consulting, economist, lecturer, and consultant specializing in leadership, human potential development, and the transformation of the modern working environment. The lecture will be held in English.
The event will explore how brands can build long-term trust and influence in a digital environment shaped by social media, algorithms, and artificial intelligence. While many organizations compete for visibility and attention, sustainable brands are increasingly defined by clear identity, authentic values, and meaningful purpose.
The lecture will introduce the concept of Purpose-Driven Brands and discuss the role of Human-Centered Marketing, which focuses on understanding real human needs and building lasting relationships between brands and people. It will also address the emerging model of Human–AI Co-Creation, highlighting how artificial intelligence can support human creativity, innovation, and value creation.
Topics discussed during the lecture will include:
The lecture is intended for students interested in marketing, branding, entrepreneurship, leadership, and contemporary business transformation.
Nastya Koeva is an economist, lecturer, and consultant working in the fields of leadership development, human potential, and organizational transformation.
With experience in the financial sector and expertise as a Life Coach, Leadership Expert, Innovation & Change Manager, and Speaker, she focuses on topics related to the future of work, economic psychology, human potential development, and the role of values and consciousness in business and society.
10 Mar 2026
