Caucasus University Conference Hall hosted the launch of “Shape Up” (“Chamokalibdi”) - the first Georgian guide to brand strategy. The event marks the beginning of the university tour, starting from Caucasus University - exclusively for CU students and alumni.

“Shape Up” is the first Georgian publication dedicated to branding, serving as a comprehensive guide to brand strategy. It is designed: for those who own a small or medium-sized business and aspire to transform it into a major brand; for those who have not yet begun but believe that building their own brand is more rewarding than working for someone else’s company; for those with new ideas who are uncertain where to start; and for professionals who manage and nurture other people’s brands with the same dedication as if they were their own.

A special highlight of the event was the live recording of an exclusive episode of the Bubblehead Podcast. Hosts Levan and Givi Giorgadzes, together with the author, discussed “Shape Up”  by Shota Chinchaladze, CU Business School alumnus and brand strategist. The recording concluded with an interactive Q&A session.

Attendees had the opportunity to address questions both to the author and to the hosts, who bring extensive managerial experience from leading organizations such as SOCAR, Imedi L, Bank of Georgia, Gulf, and others. Notably, Levan is also a CSB alumnus.

The books were available for purchase on-site, and participants had the opportunity to receive the author-signed copy.

About the Author

Shota Chinchaladze is a brand strategist and consultant, a certified brand architect by LEVEL C, and a trainer and lecturer in brand strategy. He has contributed to the creation, transformation, and communication of strategies for more than 100 brands. Since 2013, he has been teaching at various universities and training centers.

Since 2020, he has also been sharing his expertise on branding with a wider audience through his Instagram page shota.about.branding.

The Bubblehead Podcast is a dynamic platform where education, innovation, and motivation intersect. Its mission is to inspire and share knowledge derived from books, enabling listeners to take steps toward professional and career development.

The podcast is published twice a month:

• In the first episode, the hosts, Levan and Givi, review a book and share their insights, drawing on their extensive managerial experience in organizations such as SOCAR, Imedi L, Bank of Georgia, Gulf, and others.
• In the second episode, they host a professional from a relevant field, who expands upon the book’s themes with practical, real-world examples.

What makes the podcast truly distinctive is the openness and authenticity of high-level managers’ conversations. Their experiences, contextualized within Georgian reality, are transformed into accessible, practical knowledge for listeners.