On May 20, 2025, third-year marketing students had the opportunity to attend an online lecture as part of the “Business Planning” course (instructor – Doctor of Economics, Associate Professor Letunovska N. Ye.).
The lecture was delivered by the Strategic Director of the I AM IDEA agency, Aram Simonyan, who shared practical experience and insights based on real cases from well-known brands such as Kyivstar, Uklon, Intertop, and Metro.
Participants learned why an idea is the key capital of modern business. The session explored the components of a brand, approaches to brand building, and why branding plays a decisive role in product perception. Using the example of Coca-Cola and Pepsi, the speaker illustrated the true power of branding and explained why consumers often choose Coca-Cola during open taste tests, even though Pepsi frequently wins in blind tests.
The event inspired students to pursue their own ideas — ones that have the potential to change the world.