Beirut is a new kind of creative boutique combining anthropology & technology to help brands survive and thrive in today’s volatile & turbulent economy. We call this Resilient Marketing™ When nations emerged, nationalism as a social construct has thrived by giving purpose and value to the pivotal human tendencies to recognise and differentiate the self from others. It granted status on the self by defining an individual as belonging to a higher collectivity, which in turn inspired loyalty and pride in one’s national identity. With the historical developments, nations became warriors on the playing fields of every endeavor. They bounced back when they were slammed to the hard concrete of life. They “learned & adapted” for the inevitable next life challenge. They were resilient. Brands emerge, grow and evolve this way. They create communities and perpetuate stereotypes through a culture, language, set of values, and beliefs that we relate to and further establish a relationship with. With the passage of time, a wellspring for sentiments emerges and deep emotions grow with cultural roots as brands becomes a basic component of our identity. With todays rapid transformations and radical changes, brands are facing a growing range of adversities and profound challenges; from the effects of digital disruption to the fragmentation of media that broke-down how content is consumed and produced to the distractions and ever-shrinking attention spans. Resilience is what helps entities adapt to the transformative environments by undertaking these challenges as opportunities to navigate and survive. At Beirut, the nation that has been destroyed and rebuilt 7 times throughout history, we’re committed to adopt the concept of resilience in a contemporary context of how brands have to frame and formulate their identities, their positioning, and their communications to thrive in turbulent economy and play a meaningful role in people’s lives.