Branding & Digital Networking: From Strategy to Impact
Speaker: Farida Akhundova
Executive Director, Azerbaijan Textile Association
Adviser, Prime Cotton
Head of Retail, GiLTEX
Former: AZPROMO, PwC, US Embassy, Yalıkavak Marina, Bagatelle
Icebreaker Quiz
QUESTION: Which of these brands is *not* real?
A. Supreme
B. Moët & Chandon
C. “Nothing” (Luxury minimalist brand from LA)
D. “Avocado & Yoga” Wellness Subscription Box
CORRECT ANSWER: D
Explanation:
Branding is perception. If a story is strong, even absurd ideas can become real brands.
Takeaway:
Branding isn’t what you say — it’s what others feel and believe.
What
is a
Brand Really?
1.Abrandisapromise.
2.Itlivesinthemindandheartof youraudience.
3.Morethanalogo:it'syour voice,values,andvibe.
Mini Case: Yalıkavak Marina rebranding to a luxury wellness hub.
Slogan: “The Superyacht Destination of the Mediterranean”
Digital
Identity = Your Brand in Motion
Threetruths:
1
Ifyoudon’ttellyour story,someoneelsewill.
2
Digitalsilence= missedopportunity. Authenticity buildsloyalty.
3
Case Example:
Prime Cotton
Slogan: “Transparent. Trusted. Traceable.”
Quiz
QUESTION: What Brings
Best ROI in First 3 Months?
A. Paid Ads
B. LinkedIn Thought Leadership
C. TikTok Wellness Challenges
D. Cold Emails to Influencers
CORRECT ANSWER: B
Explanation:
In professional circles, value-driven content on LinkedIn builds credibility and trust.
Takeaway:
People trust thought leaders, not ads.
Case From Dirt to Shirt: Building a Purpose Brand
Brand: Prime Cotton
Focus: Sustainability, local production, ethical chain
Slogan:
Transparent. Traceable. Trusted.
Interactive Prompt
What would your personal 3-word brand slogan be?
Know your core values to build authentic branding.
From Embassy to Retail Counter
FromadvisingtheUSAmbassadorto leading GiLTEX retail.
Skillsthattransfer: Storytelling,trust-building,market alignment
GiLTEX Slogan: “Growing, Weaving,
Sewing a Greener Future”
MACROECONOMICS
Countries and companies alike must maintain credibility with investors, citizens, and institutions. This is a brand built on fiscal discipline, transparency, and leadership.
FASHIONRETAIL
Brands must earn consumer trust through quality, ethical production, and consistency in messaging.
1. Trust is Currency
Example: At AZPROMO, trust was essential for FDI attraction. At GiLTEX, trust ensures repeat retail customers.
MACROECONOMICS
How a country positions itself (emerging market, innovation hub, sustainability leader) determines capital flows and partnerships.
FASHIONRETAIL
A brand’s niche (luxury, sustainable, lifestyle) determines pricing, audience, and communication.
2. Positioning is Power
Positioning Azerbaijan as an investment destination; VS positioning Prime Cotton as a sustainability - first B2B brand.
Digital Networking = Real Power
Digital networking = social capital.
Real Example: AZPROMO
Used LinkedIn & WhatsApp to nurture investor relationships.
Slogan: “Promoting Azerbaijan Globally”
MACROECONOMICS
National branding campaigns use historical context, reforms, and growth stories to shape global perception.
FASHIONRETAIL
Heritage, design inspiration, and artisanal processes are shared as stories that justify price and deepen loyalty.
3. Storytelling Drives Value
In macro selling Azerbaijan's reform narrative. In retail - stories of cotton farmers, local patterns, and textile legacy.
MACROECONOMICS
Targeted messaging for investors, multilaterals, and the diaspora.
4. Audience Segmentation is Crucial
FASHIONRETAIL
Segmenting into mass market vs. premium, Gen Z vs. mature buyers, etc.
Tailoring investor decks for institutional audiences to curating product lines and communications by demographic taste.
MACROECONOMICS
Open-data portals, central bank communications, and reforms build reputation.
FASHIONRETAIL
Traceability, ethical sourcing, certifications (e.g., OEKO-TEX) are branding assets.
Prime Cotton’s
“Transparent, Trusted, Traceable” reflects your macro roots in accountability and governance.
5.Transparency = Modern Power
Interactive Group Case: 'Khinaliq Flow'
Scenario: You're launching a wellness clothing brand inspired by Azerbaijani heritage.
Group Task: Create 3-word slogan Choose hero platform Name an ambassador
Takeaway:
Brand = alignment of message, platform, and community.
From PwC to Purpose
PwC Slogan: "Deliver the promise”
Lesson: Branding shifted from trust and detail to meaning and emotion.
Interactive Prompt
How
has your personal brand evolved since high school?
Farida’s 3 Rules for Personal Branding
1
Don’t outsource your voice
2
3 Add value before asking Be consistent, strive for perfect
Remember - Your daily digital footprint defines your personal brand.
Final Fun Quiz –Most Expensive
Rebrand
QUESTION: Which brand spent over $200M on a logo redesign?
A. Pepsi
B. Accenture
C. BP
D. Instagram
CORRECT ANSWER: C - BP
Explanation:
BP rebranded to appear “green” — but got backlash.
Takeaway:
Good branding starts with authenticity, not just design.
Thank You & Q&A
“Branding isn’t about being famous — it’s about being remembered for the right reasons.”
Speaker: Farida Akhundova