Ministry of Branding. Now is the Time!

We create our own future, and it depends entirely on us what it will look like, says Dr. Maxim Behar, renowned PR expert, diplomat, and entrepreneur.

Dr. Maxim Behar
Dr. Maxim Behar is a globally recognized PR professional, diplomat, and entrepreneur. He is the only Eastern European expert inducted into the Global PR Hall of Fame in London. Former President of ICCO, he now leads the World Communication Forum in Davos, Switzerland. He holds a degree in International Economics from the University of Economics in Prague and completed leadership programs at Harvard Kennedy School. He earned his PhD in PR and Mass Communications from Sofia University. Dr. Behar also serves on the Board of Trustees at UNWE and is the Honorary Consul of Seychelles in Bulgaria.

Who does the future belong to, Mr. Behar?
The future belongs to politicians, entrepreneurs, or simply people who are eager to engage in something meaningful and understand that, in the years ahead, change will always outpace expectations. It will belong to those who compete tirelessly to keep up — people with a spark in their eyes, driven to improve, learn, and grow every day. Those who go to bed and wake up with a smile, determined to make a positive impact — in business, in their communities, and among loved ones. And if just 10% of society thinks this way, a bright future awaits us.

What kind of leaders will be needed tomorrow? What qualities will define success in the next decade?
Future leaders won’t distinguish between "big" or "small" tasks — every task will matter equally, and they’ll act immediately. Leadership will no longer be about hierarchy but about speed and decisiveness. A good leader makes swift decisions, doesn’t hesitate, and takes responsibility. Years ago, I coined the rule that even a bad decision is better than no decision — and time has proven this true. Today, we have everything we need — communication tools, investment opportunities, access to knowledge, and great people around us. Success depends solely on us.

Which communication trends will stand the test of time?
Very soon, communication will happen almost entirely in real-time, focused on visuals rather than text. In ten years, no one will care about pre-recorded posts, stories, or profiles. Live, transparent interaction will become the norm — the most stable and authentic form of communication. This shift will require a new way of thinking, presenting ourselves, and living. Transparency will no longer be optional — it will be an essential part of life.

What is M3 Communications Group, Inc. doing to build a better tomorrow for its clients?
We evolve every day. We read, we learn from the best, and we share our experience widely. In our field, theory is obsolete — only practice matters. Over 30 years, we’ve completed more than 12,000 projects, each personally overseen by me. This wealth of experience is exactly what we offer our clients — and they know how to make the most of it.

Are you optimistic about Bulgaria’s future? What more can we do to become a more competitive and respected country globally?
Absolutely — I’m a strong optimist. Bulgaria is a remarkable country, full of intelligent people. Yes, we’re in a period of political turbulence, but we've faced tougher times in history and always prevailed. However, our biggest challenge today is our neglected international image over the past two decades. Right now, we have all the tools — social media, podcasts, TV — to promote Bulgaria effectively.

If I had to name just one national priority, it would be launching a swift campaign for a new logo and slogan, and assembling a board of experts to craft a clear strategy for presenting Bulgaria to the world. Why not even establish a small, efficient, and flexible Ministry of Image? A dedicated team of sharp minds could achieve what countless ministries haven’t managed for years. We don’t need bureaucracy — we need smart experts, and Bulgaria, like the world, has plenty of them. It’s time we put them to good use.